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Folder 2025-2026

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SUMMARY

Valdichiana Going Green: Empowering Rural Economy and Citizen Engagement for Sustainable Development

Valdichiana4Green aims to support rural development by aligning production and transformation processes in the hospitality and agri-food sectors with global sustainability and competitiveness goals. The project focuses on productive differentiation—particularly the synergy between tourism and agri-food—in a rural area where agriculture and tourism generate over 60% of local GDP. Key challenges include economic diversification, sustainable tourism promotion, fostering innovation in rural SMEs (which often face limited digital access and funding), and supporting young entrepreneurs.

The key objectives of Valdichiana4Green include supporting rural and tourism-related businesses in adopting sustainable practices and, ideally, achieving sustainability certifications, enhancing competitiveness through digital tools, and engaging young entrepreneurs in the exchange of knowledge and experiences on sustainability practices. The project also aims to foster dialogue between the public and private sectors, with a focus on sustainable planning aligned with EU and national policies and financial instruments.

The project has two pillars:

1. Digital dimension: A collaborative platform hosting:

  • Valdichiana Going Green certification software, based on Ecotrans' 30+ years of experience and a first prototype software already used for hotels.
  • Going Green Map, clustering certified and committed actors, to be also integrated in the Destinet.eu ecosystem, as a European showcase.
  • Online training courses on sustainability.
  • A digital, community-based feedback system co-designed via workshops to shape a new local business model and future policy guidelines.

2. Participatory dimension: Applying the IA2P "Spectrum of Public Participation" model to ensure inclusion of stakeholders, validation of tools, shared criteria development, and improved interinstitutional cooperation for long-term planning.

Partners:

  • ACTA-Sensi Contemporanei LTD Social Enterprise (Lead Partner) 
  • ECOTRANS e.V.
  • Strada del vino Nobile di Montepulciano e dei sapori della Valdichiana Senese
  • Unione dei Comuni Valdichiana Senese
See details on: Valdichiana4Green pitch (PDF, 03 June 2025)