This article is also available in Italian / Questo articolo è disponibile anche in italiano
Amid the vivid hues of the Maremma and the waves of the Tyrrhenian Sea, the city of Grosseto astonishes visitors, earning its place as one of Europe’s greenest and most virtuous cities. In 2024, it obtained the title of European Green Pioneer of Smart Tourism, a recognition by the European Union for its groundbreaking initiatives in sustainable tourism and the valorisation of its natural and cultural heritage. But how did Grosseto, a city often overlooked and far from the beaten tourist track, manage to secure such a significant accolade, outshining competitors from across Europe?
The European initiative that rewards intelligent and sustainable tourism
The Smart Tourism project is an initiative by the European Union designed to promote destinations and reward innovative tourism strategies that address the challenges of hit-and-run overtourism. The programme offers two key awards: the European Capital of Smart Tourism, aimed at large cities, and the European Green Pioneer of Smart Tourism, reserved for smaller destinations excelling in sustainable tourism practices, and thus often slow and far-reaching. More than just celebrating winners, the initiative seeks to foster collaboration networks, sharing best practices and ideas to promote more responsible tourism across Europe.
In 2024, Grosseto shared the spotlight with Dublin, which was crowned the European capital of “smart tourism”. Two different realities, with different latitudes and cultural backgrounds, yet united by the same capacity to be innovative and to propose a way of travelling and exploring with an eye on the future.
Grosseto, from tourism to slow mobility: an example to follow
Often overshadowed by destinations such as Florence, Siena, and Pisa, or superstar locations such as Forte dei Marmi or San Gimignano, Grosseto and its province are one of the most representative destinations of the Tuscan and, more specifically, Maremman spirit.
A city of genuine charm, with roots tracing back to Etruscan times. Its well-preserved historical architecture, from its medieval walls to the magnificent palaces of its historic centre, is in harmony with a territory of exceptional beauty. From natural parks like the Colline Metallifere to the wild beaches of the Maremma, from archaeological sites such as Roselle to nature reserves like Diaccia Botrona, and unique contemporary art landmarks like the Tarot Garden or Daniel Spoerri’s Garden. This blend of history, art, and landscape has formed the foundation of Grosseto’s sustainability model. A model rooted in slow tourism that respects places and traditions, offering authentic experiences untouched by the demands of mass, frenetic, and consumerist tourism. In these areas, a way of enhancing the territory has been developed that does not deplete natural and social resources but instead leverages concepts such as slow mobility and a sustainable economy based on local agriculture and livestock farming.
The Maremma Park, with its 20 kilometres of pristine coastline, serves as a prime example, offering trekking and cycling initiatives that encourage responsible, low-impact exploration. Grosseto is also making significant strides towards establishing a robust network of integrated mobility. In recent years, it has developed a bicycle mobility network linking the city to the Maremma Park and its beaches. Through dedicated apps, it is possible to book electric shuttles, making it easy to travel between the main points of interest. A range of initiatives that have reduced the environmental impact of tourism while enhancing overall accessibility. These efforts are complemented by measures promoting social sustainability and inclusion, such as making beaches and numerous sites of interest accessible to people with disabilities, demonstrating a tangible commitment to creating a tourism model that leaves no one behind.
This area has successfully blended tradition and innovation in its agricultural sector. Around 30% of the land is dedicated to farming, which not only drives the local economy but also serves as a cultural cornerstone. The Maremma Park area is home to farm holidays and huts that provide unique experiences, from cooking workshops using local ingredients to wine and olive oil tastings, as well as walking and cycling tours through olive groves and vineyards. The wild rearing of Maremma cattle — a symbol of the region —and the iconic figure of the buttero, the herdsman on horseback preserving this thousand-year-old tradition, add a further layer of authentic charm (never artificial or pandering) to an area already brimming with attractions.
Grosseto embodies a virtuous model of how an area can enhance its resources in a sustainable way. Despite this, it still remains an often undervalued area. This paradox raises a question: how much do we really know about the richness of our country? Grosseto teaches about awareness and unexpressed potential, an invitation to rediscover the heritage of our cities with fresh eyes.
Looking ahead: the Green Pioneers of 2025
As Grosseto concludes its year as a “green pioneer”, attention now turns to 2025. Taking up the mantle will be another Italian city, Turin, as the European Capital of Smart Tourism, alongside the Spanish city of Benidorm, which will hold the title of European Green Pioneer of Smart Tourism. Both cities have been recognised for their innovative initiatives in accessibility, sustainability, digitalisation, and the promotion of cultural heritage. Grosseto’s example will remain a benchmark: a city that, from the heart of Tuscany, has shown how sustainability is not only a means to enhance the quality of life but also a way to transform a territory into a truly unique destination.
Cover: Grosseto Cathedral. Photo by © Edoardo Lenzi