The Masseria Montenapoleone in Apulia will host the last matchmaking event of the TOURISME project, organised by SFC Sistemi Formativi Confindustria and addressed to the SME beneficiaries of the project.
Underpinning the event is the conviction that one of the main challenges facing SMEs in the tourism sector in conveying their green offer is marketing, without incurring communication and 'greenwashing' errors.
Given the forthcoming publication of the European directive to combat greenwashing, the TOURISME project's programme of meetings intends to relaunch the topic of Green Marketing.
This is an aspect already addressed during the TOURISME Training held in Italy, with the speech on 8 April 2022 by Luca Marrucci, in which the topic of Green Washing and the evaluation criteria behind the directive to protect consumers against greenwashing were discussed. According to the data collected by the Commission's technicians, 53% of advertisements with a sustainable theme are substantially unfounded, hence the need for the directive to make it compulsory for companies making 'green claims' to provide an independent assessment of their services and products, using approved methodologies. Among these, the carbon footprint methodology could be approved.
In this context, there is also a need for the sustainable tourism sector to identify non-deceptive green marketing strategies, to know good communication practices that can combine the authenticity of information and marketing attractiveness.
The methodology used in this matchmaking event to arrive at a discussion on green marketing is to put oneself in the customer's shoes, imagining different profiling of the demand for sustainable tourism from the high-end to the more common target-oriented. In this mission, we will be helped by professionals working as 'mystery clients'. to tell us how the customer perceives the environmental certification process, and which communication choices and green actions are best received by the customer.
TOURISME companies will also dialogue with some best practice testimonials in Italy such as Masseria Montenapoleone, committed to an environmental sustainability plan that integrates aspects of strong local tradition with innovative technological solutions in its tourism offer. Other best practices at the event will be those of Eco-luxury, Active Italy, Ospitalità Natura and the Eco Wellness of the Hôtel-Chalet de Tradition Notre Maison.
For more details on the initiative, the programme is attached.
The Masseria Montenapoleone in Apulia will host the last matchmaking event of the TOURISME project, organised by SFC Sistemi Formativi Confindustria and addressed to the SME beneficiaries of the project.
Underpinning the event is the conviction that one of the main challenges facing SMEs in the tourism sector in conveying their green offer is marketing, without incurring communication and 'greenwashing' errors.
Given the forthcoming publication of the European directive to combat greenwashing, the TOURISME project's programme of meetings intends to relaunch the topic of Green Marketing.
This is an aspect already addressed during the TOURISME Training held in Italy, with the speech on 8 April 2022 by Luca Marrucci, in which the topic of Green Washing and the evaluation criteria behind the directive to protect consumers against greenwashing were discussed. According to the data collected by the Commission's technicians, 53% of advertisements with a sustainable theme are substantially unfounded, hence the need for the directive to make it compulsory for companies making 'green claims' to provide an independent assessment of their services and products, using approved methodologies. Among these, the carbon footprint methodology could be approved.
In this context, there is also a need for the sustainable tourism sector to identify non-deceptive green marketing strategies, to know good communication practices that can combine the authenticity of information and marketing attractiveness.
The methodology used in this matchmaking event to arrive at a discussion on green marketing is to put oneself in the customer's shoes, imagining different profiling of the demand for sustainable tourism from the high-end to the more common target-oriented. In this mission, we will be helped by professionals working as 'mystery clients'. to tell us how the customer perceives the environmental certification process, and which communication choices and green actions are best received by the customer.
TOURISME companies will also dialogue with some best practice testimonials in Italy such as Masseria Montenapoleone, committed to an environmental sustainability plan that integrates aspects of strong local tradition with innovative technological solutions in its tourism offer. Other best practices at the event will be those of Eco-luxury, Active Italy, Ospitalità Natura and the Eco Wellness of the Hôtel-Chalet de Tradition Notre Maison.
For more details on the initiative, the programme is attached.