Environmental policies as a pull factor for tourists? Insights from Italy

Tourism consumption has grown into a major economic factor for modern societies. However, the environmental impact of tourism has become a significant concern, leading to an increased focus on sustainable tourism policies. While governments and institutions have introduced frameworks to promote ecological transition in the tourism sector, the effectiveness of such policies remains unclear. This study provides a seminal attempt to examine the complex relationship between tourism demand and sustainable tourism policies. To do so, a gravity model framework has been adopted to examine incoming international tourism flows in Italian provinces in 2019. The findings reveal a positive association between tourism demand and sustainable labels. This study also suggests that eco-labels are appreciated by tourists and have a role in the destination decision-making process. It highlighted the need for continued research to identify effective sustainable tourism policies that can balance the economic benefits of tourism with environmental considerations