The project involves the entire community of Val Pennavaire – including children – in the co-creation of sustainable tourism routes spanning Piedmont and Liguria. These routes aim to serve as a model for conscious, low-impact tourism that respects both the environment and the local culture.

Val Pennavaire is a quiet valley with several distinctive features: although located just a few kilometers from the sea, it is unmistakably a mountain territory, stretching across three provinces (Cuneo, Savona, and Imperia) and two regions (Liguria and Piedmont). In this unique geographical and administrative context, sustainable tourism presents a valuable opportunity to foster local development while preserving the valley’s rich environmental and cultural heritage. 

The valley is part of the so-called terre alte (“high lands”) – mountainous areas that, while  geographically and economically marginal, are rich in environmental, cultural, and landscape value. Tourism represents a cornerstone of Liguria’s economy: according to the Regional Tourism Observatory, both tourist arrivals and overnight stays have seen consistent growth in recent years (+ 5.8% and + 3.6% respectively between 2022 and 2023). Nonetheless, tourism remains largely concentrated along the coast, with inland areas like Val Pennavaire still underdeveloped. 

There is, however, another side to the coin. The relative lack of touristic development in an area rich in natural and landscape resources offers a unique opportunity to design experiences that are sustainable from the outset – rooted in environmental responsibility, community involvement, and the protection of local identity.

This project will actively engage the local community of Val Pennavaire – particularly younger generations – in the development and promotion of sustainable touristic practices within the valley. Its overarching objective is to foster dialogue and collaboration among residents and the diverse groups that frequent the area, such as climbers and other outdoor enthusiasts. Together, they will work to design tourism experiences that are sustainable, responsible, and respectful of the valley’s unique cultural and environmental heritage.

The project's key actions are to:
• Raise environmental awareness among both residents and visitors by encouraging critical reflection on consumption habits and offering ecological alternatives. The aim is to foster a virtuous cycle of local production and consumption that supports long-term sustainability.
• Involve the local community – adults, children, entrepreneurs, citizens, and public administrators – in a participatory process where they can actively contribute to shaping environmentally responsible tourism practices.
• Engage the valley’s youngest residents as central figures in promoting environmental awareness and cultural change. Through a process facilitated by Altopia, children will become ambassadors for sustainable tourism within both the community and the broader visitor network.
• Promote Val Pennavaire as a model of best practices in sustainable tourism by working collaboratively with diverse stakeholders to mitigate the long-term risks associated with increasing tourist flows. This includes building connections with existing local initiatives already aligned with conscious tourism, particularly drawing from the well-established outdoor tourism experience of Finale Ligure and its surrounding areas.
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The initiative builds upon Val Pennavaire In Rete, a bottom-up project that laid the groundwork for creating connections among local stakeholders and nurturing a shared sense of identity among the valley’s inhabitants. This follow-up is promoted by Altopia and Italia Che Cambia and received the support of Fondazione Compagnia di San Paolo (grant "Reazioni: difendi l'ambiente, contribuisci al benessere di domani").