This fall, students from The American University of Rome's Travel & Tourism Management program, led by Professor Anna Sasso, had the unique opportunity to explore South Tyrol, Italy—a region renowned for its balance of tourism and conservation. This immersive field trip brought students face-to-face with the challenges and innovations driving sustainable tourism today..
The trip was packed with opportunities to learn, from exploring the gardens of Trauttmansdorff Castle to experiencing South Tyrol’s digital tourism marketing techniques. For Kevin Gonzalo Lucco, a Business Administration major with a keen interest in sustainable tourism, the region’s tourism model was particularly inspiring: “The region’s ability to market its diverse attractions—nature, history, wellness, and adventure—has made it a top destination for travelers worldwide. Bolzano’s tourism strategy, rooted in sustainability and promoted through expert digital marketing, has successfully turned South Tyrol into a sought-after destination.”
For many students, like Simone Grace Mitchell, experiencing the region firsthand emphasized the importance of connection with their subject: “This trip has made me understand that the best travel experiences are not the ones where you see the most or do the most, but the ones where you feel the most connected to the place and the people around you.”
South Tyrol’s tourism model integrates nature, culture, and innovation—principles that left a lasting impression on the students. Emma Morielli, a Communication and Digital Media major, noted, “Marketing strategies in the region are well-designed to enhance … the rich local tradition and commitment to sustainability. South Tyrol manages to keep its charm alive and to promote conscious and respectful tourism.” Robert Scaglione, an Interdisciplinary Studies major, also noted Bolzano’s integrated approach to tourism strategy: “In communities like Bolzano, marketing strategies focus on promoting authentic, immersive experiences that connect tourists with the local culture.”
As the Travel & Tourism Management program at AUR continues to prioritize sustainability, experiential learning opportunities like this trip to South Tyrol offer students an enriching platform to learn, grow, and connect. Through such experiences, AUR empowers students not only to understand sustainable tourism but also to drive positive change in the industry.