Tourism is one of the fastest-growing industries in the world and certainly one of the most relevant in the Italian economy. We are also aware, however, that mass tourism has proven to be other than beneficial to the destinations it seems to favour. On this very blog, we have often encouraged our readers to select incentive destinations in Italy that are slightly off the beaten track, ignored by the largest waves of tourism. While some select lesser-known destinations out of a desire to avoid crowds, we do encourage a more complex approach to sustainable tourism. For those who might not be familiar with the term, it is the trend in the tourism industry that encourages exploring destinations in a way that respects the natural environment, the local cultures and identities, and does not require the local communities to alter their lifestyle. This approach has proven to benefit both the tourists and the communities who welcome them. One project drew our attention recently and we interviewed its founders to discuss it. Amavido is a young and company founded by siblings Dominik and Marie-Janet Calzone, who, after spending their childhood between Germany and a small village in Calabria, thought of a way of sharing the unique and enriching experience of life in rural Italy with an international audience. By doing this, they are both opening new avenues for tourism and helping the local community revive its struggling economy.
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