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The paper analyses the tourism supply in Southern Italy with the aim to verify the role played by air transport in promoting tourism in Southern Italy among major European sales market. Thus the following items are taken into account: a. The level of competitiveness and main characteristics of tourism supply in Southern Italy, compared with those of the other countries in the Mediterranean Basin, according to holiday offers presented in several catalogues collected among tour operators placed in some major European capitals; b. The level of air accessibility of Southern Italy, provided by its commercial airports, through a deep analysis of airports schedules of Southern Italian airports and their competitors; c. The evolution of the air accessibility in the last three years, and the causal link with major trends verified in the airborne transport market during the recent years. The results of the study show that new trends in the air transport are favouring the development of tourism in South‐Eastern Mediterranean Basin, but airlines tend to centre flights towards areas already providing a well‐developed tourism supply, and where it is more integrated in European sales markets. Countries such as Italy, where the tourism supply is more fragmented are more damaged; whereas Italy, on the one hand, has difficulty in reaching a sufficient level of demand for specific tourist areas, on the other hand, there is a lack of commercial policies coordinated among operators to penetrate the “richest” foreign markets. The main problem for Southern Italian tourism operators is therefore to develop policies strongly integrated among different areas and regions, both on supply organization and in the field of marketing, with the aim to generate the traffic volumes necessary to attract airlines. The increasing in competitiveness faced at the present time by the air transport market, and the increased easiness for the individual customer to choose and book air flights must stimulate those policies.

The purpose of this paper is to describe and analyse a case of local freight stakeholder involvement to plan and design eco-efficient city logistics innovations in Como, a small city in Italy. While the importance of a well-functioning urban goods distribution system is widely acknowledged, city authorities have become increasingly aware of the need to minimise the negative impacts associated to the system. There are now countless examples of attempts to increase the eco-efficiency of urban freight deliveries; however, very few have made a notable impact. The success of such schemes often depends upon the response of a range of private sector freight stakeholders and their involvement during the planning process of these solutions is crucial.

To engage local freight stakeholders within the planning process of a city logistics project, the logical framework approach, in the form of the design and monitoring framework (DMF) developed by the Asian Development Bank, has been applied.

The structured consultation process implied within the DMF approach allowed urban freight stakeholders to share their aspirations from the beginning of the city freight planning process, despite their differences in priorities in adopting eco-efficient logistics innovations. The process ensured that city stakeholders accepted and committed to the city logistics strategies formulated during the consultation process, namely: changes to the Limited Traffic Zone regulation, the use of an urban consolidation centre and hybrid electric truck adoption.

The evaluation of the DMF application will be definitive after the demonstration/implementation stage of the city logistics project. It will then become clear if freight stakeholders have committed to the project and if it is effective in delivering the expected outputs and outcomes.

Local city authorities may find this method useful in situations where a structured consultation process is needed for addressing urban freight issues. This is especially the case in the context of introducing innovative, eco-efficiency solutions.

The application of DMF in the developed environment can be considered novel; this paper extends this with an application to the promotion of sustainable urban freight.