Return tourism and sustainable enhancement of deserted Italian villages: description, analysis, and evaluation of an existing project

To outline and critically evaluate an existing project called: “Return to Italy 2023-2028”, already started with the title “2023: Year of Return Tourism. The Discovery of the Origins” desired and managed by the “Rete Destinazione Sud” (Destination South Network), as part of the various Italian initiatives typical of ‘Roots Tourism’. It focuses on the revaluation of the villages of Colliano and Collianello. After a broad theoretical framework referring to previous national and international studies, the article draws on the direct experience of one of the co-authors who implemented the project and is currently managing it. The authors’ presence at some of the numerous planned initiatives also facilitated a critical assessment of the results obtained and the expected perspectives. Working together in a network, Southern private enterprises have launched an initiative to revitalise economically depressed inland areas. This initiative holds significant social value because it follows the latest sustainability principles. We hope for the multiplication of initiatives similar to the positive ones that have already characterised Colliano and Collianello, giving back to the community ancient buildings and abandoned dwellings transformed into widespread accommodation facilities. This study enriches the scientific bibliography and proposes a praiseworthy concrete case of co-participation of private enterprises to enhance depressed marginal areas customarily taken care of by public authorities. This fosters a business culture that is more sensitive to social issues and concretises the hope of entrepreneurs’ active participation in a geography of tourism spread throughout Italy, decongesting traditional itineraries that suffer from over-tourism.