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Tourism is growing globally and expanding into increasingly differentiated thematic areas and places that have thus far been unknown. The Mediterranean region is one of the leading tourism areas in the world accounting for one-third of global tourism receipts and half of global tourism arrivals. However, the countries of this region, undoubtedly attractive for their natural and cultural sites, history and traditions, must face the continuous challenges that the highly competitive global market and the sustainability of the environment and resources pose.

This chapter aims to examine and discuss the relationship between tourism and economic growth in the Mediterranean region, specifically, the issue of economic growth led by tourism and its central focus in public policy. The tourism–economic growth relationship will also highlight the different challenges between the developed and the developing countries. The relationship between tourism and sustainability in the Mediterranean region is the second theme of this contribution. The concept of ‘slow tourism’ as an operational proposal for sustainable tourism is also discussed; specifically, the natural environment and the cultural heritage need to be preserved by all tourism stakeholders.

The ancient monuments of Taormina represent one of the richest archaeological heritage of Sicily. Some of them, such as the Hellenistic-Roman Theatre, the odeum, the so-called Naumachia, are annually frequented by thousands of tourists, while others remain practically unknown to the general public. The urban fabric of the Hellenistic-Roman period of which these monuments were part was profoundly modified by the transformations that the town has known, having grown on itself almost without interruption until today. For these reasons, as in many other cases of cities with continuity of occupation, ancient monuments are perceived by the visitor as decontextualized relics, immersed in a very suggestive landscape, but very different from the original one. Usually the didactic apparatus available to visitors is not able to give knowledge of the original relations between monument and city. Decades of topographical and archaeological research have allowed us to identify the ancient urban layout of Taormina, and it is therefore possible today to take up the challenge of offering the public a deeper and more complete knowledge of its archaeological monuments in their ancient context. In fact, thanks to modern technologies, it is now possible to share the results of archaeological research with a wider public and to virtually recreate the ancient urban landscape. This contribution intends to present the solutions made available by these technologies to define a new strategy to enhance the city's archaeological heritage and to offer the public a truly immersive experience in its history.

Local development is becoming increasingly dependent on the tourism industry, especially in fragile contexts such as islands, where tourism makes it possible to overcome, at least in part, the obstacles linked to geo-morphological characteristics. The relevance of the sector for the economy is documented by the international literature and underscored in various studies (Balaguer & Cantavella-Jorda, 2002; Croes & Vanegas Sr, 2008; Dritsakis, 2004; Durbarry, 2004; Eugenio-Martin, Martin-Morales, & Sinclair, 2008; Eugenio-Martin, Morales, Scarpa, 2004; Hazari & Sgro, 1995; Maloney & Montes Rojas, 2005; Pigliaru & Lanza, 2000; Sequeira & Maçãs Nunes, 2008), which explain why tourism is attributed a leading role and even recognized as a driving force for the local economy. It is capable of creating new economic opportunities, especially, as mentioned, for island contexts, and even more so for those of modest size, which require special attention given the specific characteristics that distinguish them from the mainland. Islands are, indeed, a unique cluster despite belonging to individual states, and, being located in different regions of the world and featuring different stages of economic development and tourism, they are the beneficiaries of development policies focused on the economy of services and culture. This is essentially due to reasons linked to specific territorial features in terms of morphology and geographical location, primarily associated with the condition of isolation from the mainland. The result is a particular condition that characterizes them both materially, with effects on transport and logistics, and therefore on their economic and production autonomy, and ideally, i.e. in relation to the place that islands have in the collective imagination. They are associated with the desire to escape, to get in touch with nature, to slow down the pace and break patterns, and to attract a large number of visitors who, however, are concentrated mainly during the summer months. This leads to many difficulties and has several implications, in terms of pressure and quality, and requires careful management from very early on, from the stage of discovery of the destination by the first tourists, in order to guide development by limiting the drawbacks.

The current world scenario, with the declared COVID-19 pandemic, is characterized by an unprecedented crisis, with widespread repercussions on the entire economic system. Italy, being one of the main outbreaks, was hit very strongly by the virus both as regards to the health system and the high number of infections, as well as the economic impact due to the lockdown of many businesses. Among these, tourism was highly affected by the pandemic due to the imposed restrictions on the entire travel and transport chains.

The current recession, especially in tourism, leads to rethink and implement new development models, based on safety devices aimed at guaranteeing safety for travellers and all people, with consistency on sustainability and by reducing impacts on environmental and cultural resources, as provided by the 2030 Agenda goals of the United Nations.

The rediscovery of the medieval routes of Norman origin in Sicily readvocates a system of interconnection between small villages, towns and cities which can be compared to the circulation system: ancient paths and roads are like veins and arteries which are ready to reanimate a body in need of resilience and exciting experiences. The slow tourism of historical routes in a new ecology of tourism currently contributes with increasing significance to the creation of green sustainable tourism, compatible with the territory and respectful of local identities.

This chapter aims to highlight the potential of the slow tourism of the historical routes in order to revive the internal areas from an economic and social point of view. The analysis is focused in particular on the Magna Via Francigena: this route links Palermo and Agrigento through the rural heart of Sicily touching 18 small towns inland. The creation of this route has rewoven broken territorial wefts, restoring dialogue and collaboration between the towns involved. It has revitalized the place consciousness of the territories. It has also encouraged place-based production chains and micro-economies, boosting new income. This route makes a definite contribution to placing marginalized area, towns and territories on the geographical map again.

Therefore the historical routes outline new ways of endogenous development based on the recovery and enhancement of identity assets and local resources.

The research approach adopted in this article intends to validate ‘place awareness’ as a fundamental element, together and beyond the consideration of classic economic factors, in assessing the endogenous potential of tourism development of a territory. ‘Place awareness’ emerges as a determining factor in the processes of tourist development since it decides the type of relationship that is established with local resources, influencing their use and therefore the forms and modalities of their enhancement. Without the emergence of a ‘place awareness’ capable of recognizing and mobilizing the resources of the territory, the implementation of tourism development policies lead to growth dynamics which are poorly territorialized and predictably not lasting. In order for there to be development of a place, it is necessary that the place is preliminarily renown: the ‘place awareness’ manifests precisely the extent and intensity of this recognition.

To affirm the centrality of ‘place awareness’ in local tourism development processes, Sambuca di Sicilia, located in the Province of Agrigento, was chosen as a case study. The village, following the surprising victory in 2016 of the national competition ‘The most beautiful village in Italy’, is engaged in a promising transition phase with a strong evolutionary potential centred on redefining its identity in terms of a tourist village that focuses on the rich and wide range of local resources available.

This contribution explores the demand side of gastronomy tourism, in particular the characteristics of travellers who are driven by their gastronomic interest. Such ‘passionate tourists’ gain a number of experiences from gastronomy within their holidays, and these ranges from enjoyment to socialization and learning. Regardless of their motivation to travel, gastronomic experiences are often taken in conjunction with other activities available (especially those related to culture). Practical implications for destinations include improvements in thematic offerings (both in terms of variety and authenticity), cross-marketing activities and promotion. In doing so, they need to become aware of the diversity of consumption patterns of these tourists.

The accommodation sector has a strong impact on the host destination in terms of waste production, use of natural resources, physical impact on landscape and natural environment, greenhouse gas emissions, etc. (Hall et al., 2016). For this reason, the increasing attention to sustainability, also in the tourism sector, requires us to rethink the planning of the tourist accommodation development with reference to this approach. Moreover, it is necessary to take into consideration some important emerging trends in tourist consumption, in particular the greater interest in experiential holidays, the deep impact of sharing economy and the phenomena of ‘home stay tourism’ and ‘living like a local’. All of these are significantly orientating the demand and the offer towards a greater attention to authenticity (Grayson & Martinec, 2004; Paulauskaite, Powell, Coca-Stefaniak, &, Morrison, 2017; Tussyadiah & Pesonen, 2016a and 2016b; Tussyadiah & Pesonen, 2018).

The sustainability, environmental, socio-cultural and economic dimensions must be respected to develop forms of sustainable accommodations (Boley & Uysal, 2013; Elkington, 1997, 1998, 2004; Farrell, 1992). They have to be respectful of local communities and their identity and culture, not going beyond the host environmental and social carrying capacities (Graefe & Vaske, 1987; Hernandez-Maskivker, Ferrari, & Cruyt, 2019; Van Der Borg, 1992; Van der Borg, Costa, & Gotti, 1996; Vargas-Sánchez, Porras-Bueno, & de los Ángeles Plaza-Mejía, 2011). Those aspects must be referred not only to environmental ecosystems (Buckley, 2000; Sánchez-Cañizares, Castillo-Canalejo, & Cabeza-Ramírez, 2018) but also to the art, cultural heritage and local socio-cultural tissue of the destination (García-Hernández, la Calle-Vaquero, & Yubero, 2017). This is especially true in tourist destinations that are characterized by a remarkable fragility and sensitiveness. As explained by Jeong, Zielinski, Chang, and Kim (2018, p. 2), sensitive tourist destinations are areas that support responsible tourism, but do not necessarily have all the characteristics of ‘ecotourism’ or ‘responsible tourism’ destinations, as provided in their common definitions (Dolnicar & Leisch, 2008). Responsible tourism is a kind of tourist behaviour that occurs when tourists understand the impact of their behaviour on the environment and local people, and abide by the socio-cultural and environmental norms of the site (Jeong et al., 2018, p. 1).

Our research is focused on Matera. This southern Italian town, which has been the European Capital of Culture in 2019 and World Heritage Site since 1993, has an ancient and very peculiar history. It is a complex urban cave situated in a deep natural canyon, continuously inhabited since the Palaeolithic period. Today Matera, which has frequently been the location of important movies, is a successful international tourist destination and has shown an uninterrupted increase in tourism over the last 20 years. Unfortunately, this rapid tourist growth is threatening the town centre and its surroundings that are part of a protected area. In fact, the dimensions of visitors' flows are endangering a delicate destination with a fragile equilibrium, together with its priceless cultural heritage, traditions and way of living. In addition, it is giving rise to a residents' negative attitude towards tourists. For all these reasons, investments should be made to favour the development of different types of tourist accommodations (e.g. diffuse hotels or some forms of sharing accommodations) that are respectful of local economy, physical environment and cultural heritage as well as of the host community and its culture, traditions and identity (Gilli & Ferrari, 2016).

In this analysis a qualitative approach was adopted by carrying on face-to-face interviews with stakeholders. The main aims were to study to what extent tourist accommodations are perceived as sustainable by the main stakeholders' categories in Matera today, how their sustainability could be improved and if town innovations in this field already exist or could be promoted.

Roots tourism is an important tourism segment both quantitatively and qualitatively. However, unlike other countries such as Ireland and Scotland, in Italy the interest for this segment on the part of the institutions and the research world has so far been rather limited. Even the offer of services is not adequate and is not targeted. The chapter illustrates the main characteristics of the demand generated by roots tourists, their reasons to travel, their expectations, their preferences in terms of purchase and consumption behaviour. The phenomenon is analyzed from various points of view, not only of tourists but also of other stakeholders, including local government to understand the current and potential policies to encourage this form of tourism. Roots tourism is linked to other interesting tourism segments: retirement migration, lifestyle migration, second home and residential tourism. A comprehensive overview of marketing provides useful information for planning and implementing strategies aimed at developing travels of emigrants and their descendants to their homeland.