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Tourism is the world’s bigger industry: in 2012, for the first time, the number of international tourist arrivals surpassed 1 billion and it is expected to grow sharply in next years. In this context, luckily, a strong demand for sustainable and responsible tourism is developing. According to a recent study by CREST (Center for Responsible Travel), the economical crisis has played an important role in catalyzing the attention of people towards sustainable behavior. Sustainability is becoming “a way of life” for an increasing number of people in developed countries. But which are the main trends of responsible tourism? – A conscientious traveler pays more attention on experiences than on consumption: this trend has led to the growth of “experiential tourism”, which implies the contact with local culture, art and natural heritage. – Need to connect with nature: since 2010, more of half of the world population is living in cities. This has led to a new trend: people are looking for a different tourism, closer to nature. Urban workers prefer to spend their free time in a remarkable environment instead to visit big cities. – Demand for eco-friendly destinations has become a priority for over 30% of travelers. These trends call for the tourist sector to become greener and to preserve the territory’s natural richness. This is not only an exigence, but also an opportunity: by adopting a sustainable pattern, hotel owners and tourist agencies can attract a wider and more conscious range of people. As regarding the meeting industry, for instance, a recent study claims that more than 51% of meeting planners will choose only sustainable venues, and the 75% of them is asking for green initiatives to be held during their meetings. Last but not least, to promote ecotourism means to benefit the local economy: according to a United Nation Study, sustainable tourism can return 95% of revenues to the local economy, compared to only about 20% of all-inclusive tours. Lago Maggiore represents a good example of this strategy: combining ecological consciousness with high level standards, it provides a unique, authentically green experience.