21.01.2025 / Expert Comments

Between rolling hills, historic villages, and breathtaking beaches, the Marche region stands as one of Italy’s true gems. A precious treasure whose growing popularity as a tourist destination raises a crucial question: how can the influx of visitors be managed without compromising the natural beauty and cultural heritage that draws them in?

This is the story of a delicate balance—the one between tourism development and the risks posed by human activity, especially when gathered en masse. Exploring this challenge means delving into both the economic opportunities and the threats to the fragile ecosystem of the Marche.

Author: Giorgia Zazzeroni, M.A. Candidate

In recent years, the Marche has experienced a significant increase in tourist numbers, attracting travelers in search of authentic experiences and unspoiled landscapes. According to ISTAT data, overnight stays in the region grew by 15% between 2018 and 2023, with a boom during the summer months^[1]. Destinations such as Urbino, a UNESCO World Heritage site, the Frasassi Caves, and the Conero Riviera have become magnets for both Italian and international tourists.

Yet, this success is multifaceted—at times, thorny. Areas like the Conero, with its crystalline beaches, face the risk of overcrowding during peak seasons. Excessive tourist flow could lead to environmental degradation, disproportionate pressure on local infrastructure, and, ultimately, the loss of authenticity that defines these places. Mass tourism in the region has already left its mark. The beaches along the Conero Riviera, for instance, suffer from coastal erosion exacerbated by intensive resource use and infrastructure development.

Moreover, several historic towns, including Loreto and Recanati, struggle to manage large groups of visitors, with negative impacts on roads, waste management, and energy consumption. According to a report by Legambiente^[2], tourist pressure is also endangering biodiversity in protected areas, such as the Conero Park, the Sibillini Mountains, and the Piceno Coast. Local wildlife, already threatened by climate change and human activities, suffers further from unregulated human presence, which often borders on being invasive.

Hence the pressing need for a forward-thinking, integrated approach to sustainability—one that unites institutions, local businesses, and visitors under a shared vision. Carefully considered strategies, such as promoting off-season tourism, can alleviate pressure on popular destinations while ensuring a more balanced distribution of visitors. This is not an abstract solution: marketing campaigns that highlight the autumn foliage in the Sibillini Mountains or Christmas markets in Macerata could attract tourists during less traditional periods when the landscapes still shine with their unique charm.

Sometimes, limits are necessary to ensure that beauty does not vanish under the hands of those eager to consume it. Restricting tourist numbers in the most sensitive areas could better preserve the natural environment by adopting existing models, such as that of the Cinque Terre, where visitor flows are regulated through mandatory reservations.

And yet, the need for meaningful experiences remains. Experiential tourism, in this sense, satisfies our appetite while enhancing local culture and traditions—a thoughtful, functional, and viable path forward. Imagine joining a ceramics workshop in Ascoli Piceno, a city with a rich artisanal tradition, or indulging in refined tastings of organic wines in the Verdicchio region, where flavor harmoniously intertwines with the land. Visitors would thus be spread more evenly across the territory, reducing the focus on overcrowded locations.

However, the movement of people—and the methods they use to travel—cannot be ignored when addressing sustainability. Each step of the journey leaves an imprint, and minimizing this impact requires thoughtful investments in eco-friendly infrastructure. Solutions like electric public transportation systems, bike paths, and pedestrian-friendly urban planning are not just desirable but essential in reducing the environmental footprint of tourism. These initiatives can reshape the way visitors and locals alike move through the region, fostering a deeper connection with the surrounding landscapes while lessening reliance on carbon-intensive transport.

The plan to connect Marche’s towns through a bike-sharing system serves as a tangible illustration of this approach. By integrating a network of cycling routes with accessible rental stations, the region could create a seamless experience that encourages both tourists and residents to embrace sustainable mobility. Such initiatives do more than reduce emissions—they contribute to the common good by promoting healthier lifestyles, reducing traffic congestion, and enhancing the region’s appeal as a destination for eco-conscious travelers. Moreover, the sight of bicycles weaving through the historic streets of villages or along picturesque coastal paths could become a defining image of a Marche that harmonizes tradition with innovation and by choosing green mobility solutions, the region can set a precedent for how tourism and sustainability can coexist, inspiring visitors to journey not just through its landscapes, but in alignment with its values.

What remains now is a frame—a fertile ground for these variables to act effectively: public awareness. Only through a societal framework of shared rules can respect—the key to success—be achieved. Engaging tourists in protecting the territory through awareness campaigns is essential. The Sibillini Mountains National Park has taken a step forward with its “Leave No Trace” initiative, teaching visitors to reduce their environmental footprint^[3]. The park is not alone: ​​many past and present local initiatives demonstrate that sustainable tourism is not only possible but essential. For example, the Abbadia di Fiastra Nature Reserve limits access to its most fragile trails and organizes small-group guided tours, ensuring a balance between tourism and conservation^[4]. Internationally, the management model of Yellowstone National Park in the United States offers an inspiring approach: daily permits regulate visitor flow, and numbers are monitored to protect ecosystems^[5].

So why not let ourselves be inspired, if balance is possible?

The future of tourism in the Marche—and globally—will depend on the ability to answer this question. Yet more will be required: tools, strategies, and long-term vision. Sustainable tourism looks far ahead, focusing on the well-being of future generations and ensuring they inherit authentic and welcoming places. It is both a challenge and an immense opportunity—a collective responsibility.

Because “sustainable tourism” means not only preserving the beauty of the territory, but also reinventing how we experience and narrate it. It means securing a future for the Marche where economic prosperity and environmental stewardship walk hand in hand. Only then can a virtuous model be built—one capable of inspiring not only other Italian regions but the entire world.

Departments: School for Sustainable Development; Research Department; Policy Analysis and Outreach Department; Society, Crisis, and Resilience Program; Community Foundations & SDGs.

Regions: Europe.

Themes: Cities; Environment and Climate Change; European Union; Innovation, Science & Research; Public Policy; Sustainable Development Goals.