Rethinking Tourism: Venice as a Case Study for Sustainable Cultural Strategies

Massimiliano Zane argues that the COVID-19 pandemic and the 2019 acqua alta in Venice offer a unique opportunity to rethink tourism models, moving away from overtourism and towards sustainable, community-centered cultural strategies. He criticizes the rush to restore pre-pandemic tourism volumes and emphasizes that cultural heritage should serve local identity and quality of life, not just economic exploitation. Zane calls for a strategic overhaul of urban management, particularly in Venice, to balance the needs of residents and visitors. He notes that tourism accounts for 12-14% of Italy's GDP, with 80% being cultural tourism, and warns that failing to reform will lead to unsustainable 'non-places'. The article advocates for a new culture of accessibility and responsibility, involving local narratives and long-term planning.