FINAL HANDBOOK It created space for open dialogue around sustainability and enabled participants to recognize existing strengths. The exchange of perspectives underscored a key insight: community and stakeholder participation is essential to territorial development. One of the most significant takeaways was the realization that Scandiano has a natural aptitude for community involvement, especially through the active participation of associations and volunteers in organizing events. This deep-rooted civic engagement emerged as a central asset for promoting a sustainable, inclusive model of tourism. This awareness, gained early in the project, served to guide our reflection and strategic thinking throughout the UST journey. It not only shaped our understanding of sustainability in tourism but also reaffirmed the importance of community engagement as a driver for long-term, place-based development. THE JOURNEY OF “SELF-DISCOVERY” THROUGH THE UST PROJECT The self-assessment framework revealed a strong alignment with SDG 12: Responsible Consumption and Production, which helped Scandiano focus on key priorities such as reducing the environmental footprint of events, supporting local businesses, and preserving cultural heritage through responsible practices. At the beginning, the approach focused on how the rich associative and cultural heritage of Scandiano could contribute to tourism, and how the sustainability theme could be integrated into events and community activities. The starting point was the strong network of associations and local events, and a shared sense of identity rooted in heritage, gastronomy, and landscape. RETHINKING THE STARTING POINT However, as we progressed through the project and workshops, we experienced a paradigm shift: rather than asking how events could serve tourism, we asked instead: “How can tourism serve the community?” This inversion allowed us to realign our strategy with core municipal objectives: improving residents’ well-being, strengthening community bonds, and investing in local infrastructure and culture. We realized that community well-being is not only compatible with tourism, but is in fact a powerful driver of sustainable tourism. 1.Sustainability starts with the community. 2. A strong, engaged community creates the foundation for authentic and attractive tourism. 3.Events like the Spergolonga embody community-based tourism. 4. Its success lies not in the number of visitors, but in the deep involvement of at least 15 local associations and the promotion of local food and wine. It’s a model of low-impact tourism, built on pride, collaboration, and shared identity. 5.Shifting from event-based promotion to quality-of-life-based planning. 6. Rather than seeking a balance between environment, economy, and society, we are now exploring how investments in residents’ quality of life naturally lead to sustainable tourism outcomes. 25
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