Training

This section brings together a collection of resources designed to support the businesses taking part in the Valdichiana4Green pilot programme on their journey towards sustainability.
On one hand, you’ll find European best practices, presented through explanatory videos and in-depth fact sheets, offering concrete and replicable examples. The goal is to provide practical insights that can be easily adapted to the context of Valdichiana Senese. On the other hand, the section includes informational videos developed in response to needs that emerged during the pilot phase with participating businesses. These materials address specific topics and real challenges, offering useful guidance and practical tools to improve business practices from a sustainability perspective.

Best practices

The European experiences presented in this section — which can be explored in detail through the individual fact sheets — tell the story of processes that have helped businesses understand how sustainability can take shape in practice. What emerges is not a single way of doing things, but a set of recurring elements that can help guide the journey.
First of all, sustainability is built over time — not through isolated or immediate actions, but through a gradual process made up of small steps that, little by little, transform the way a business operates. At the same time, these actions don’t affect just one area: they span multiple aspects of the business, weaving together management decisions, supplier relationships, services offered, and connections with the local territory.
The experiences collected also highlight how different each journey can be: every business develops in its own way, shaped by its specific context, its identity, and the choices of the people who lead and drive it. There is no one-size-fits-all solution — only a wide range of possible paths.
Finally, these are almost always stories with a history. They are deeply rooted experiences, often set in rural European contexts, that have embraced sustainability principles over time and translated them into practices consistent with their own identity. Rather than applying pre-defined models, these businesses have built their own direction of growth.
The introductory videos by Gordon Silence, a member of the Valdichiana4Green working group, accompany these experiences with exactly this perspective in mind — helping viewers grasp their broader context and meaning.

How were the best practices selected?

Businesses were identified from the Tourism2030 database, based on specific criteria ensuring alignment with the Valdichiana context:

  • Small-scale structures: family-run or locally rooted businesses (including agritourism farms) of micro, small, and medium size.
  • Territorial context: located in rural and mountain areas, often characterised by geographical, social, and environmental fragility.
  • Multifunctionality: businesses combining hospitality, catering, and local agri-food production.
  • Concrete environmental commitment: in some cases, businesses hold certifications or labels that allow for measurability and transparency (e.g. renewable energy, waste reduction, plastic-free practices), with consistency between stated values and actions.
  • Transparency and communication: up-to-date websites with detailed information on the sustainability practices adopted.

 

Title:
Gordon Sillence – European Best Practices in Sustainable Tourism | Valdichiana4Green

Description:
In this video, Gordon Sillence (Ecotrans) presents a selection of European best practices in sustainable tourism, designed to support SMEs in the green and digital transition.

These experiences show how sustainability develops over time through concrete actions that can be adapted to rural contexts and replicated by local businesses.

The best practices have been selected from the Tourism2030 database based on specific criteria: SMEs, rural contexts, multifunctionality, environmental commitment, and transparency.

A useful resource for tourism businesses, operators, and territories aiming to innovate sustainably.

Valdichiana4Green is part of the project Futural – Empowering the FUTure through innovative Smart Solutions for RURAL areas, funded by Horizon Europe.

Title:
Gordon Sillence – European Best Practices in Sustainable Tourism – Pt. 2 | Valdichiana4Green

Description:
In this video, Gordon Sillence (Ecotrans) continues the presentation of European best practices in sustainable tourism, supporting SMEs in their green and digital transition.

The selected experiences highlight how sustainability can be developed over time through practical, adaptable, and replicable actions in rural areas.

The best practices are drawn from the Tourism2030 database and selected based on key criteria: SMEs, rural contexts, multifunctionality, environmental commitment, and transparency.

A valuable resource for tourism businesses and destinations seeking sustainable innovation.

Valdichiana4Green is part of the project Futural – Empowering the FUTure through innovative Smart Solutions for RURAL areas, funded by Horizon Europe.

Title:
Kinsterna Hotel (Greece) – A Sustainable Tourism Best Practice | Valdichiana4Green

Description:
In this video, Gordon Sillence (Ecotrans) presents the Kinsterna Hotel, a European best practice in sustainable tourism located near Monemvasia, Greece.

Set in a restored historic estate, the hotel combines sustainability, heritage, and local identity. It is certified by Green Key, one of the leading international sustainability standards in tourism.

A concrete and replicable example for rural tourism SMEs aiming to develop authentic and sustainable offers rooted in their territory.

Valdichiana4Green is part of the project Futural – Empowering the FUTure through innovative Smart Solutions for RURAL areas, funded by Horizon Europe.

Title:
Hotel Stadthalle (Austria) – Sustainable Tourism and Zero Energy Balance | Valdichiana4Green

Description:
In this video, Gordon Sillence (Ecotrans) presents the Boutiquehotel Stadthalle in Vienna, one of Europe’s leading sustainable tourism best practices.

As Europe’s first zero-energy balance hotel, Stadthalle combines innovation and sustainability through:

  • on-site renewable energy production (solar, photovoltaic, heat pump)
  • reduced emissions and resource consumption (energy, water, waste)
  • organic products and local sourcing
  • sustainable mobility incentives for guests
  • a zero-waste approach and creative reuse of materials

The hotel is certified by the Austrian Ecolabel and the EU Ecolabel, two of the most important sustainability standards in Europe.

A practical example for SMEs aiming to innovate, reduce environmental impact, and improve competitiveness.

Valdichiana4Green is part of the project Futural – Empowering the FUTure through innovative Smart Solutions for RURAL areas, funded by Horizon Europe.

Title:
La Grée des Landes (France) – Eco-hotel and Biodiversity | Valdichiana4Green

Description:
In this video, Gordon Sillence (Ecotrans) presents La Grée des Landes, an eco-hotel and spa located in Brittany, France, and a leading example of sustainable tourism integrated into the natural environment.

The hotel stands out for:
eco-friendly design (solar orientation, green roofs, natural materials)
use of renewable energy and local resources
efficient water management and reduced consumption
active biodiversity protection in collaboration with scientific organisations
promotion of organic products and sustainability education

Certified by Green Globe, one of the main global sustainability standards, the hotel represents a concrete model of integration between hospitality, environment, and territory.

An inspiring and replicable example for rural tourism SMEs seeking to innovate sustainably.

Valdichiana4Green is part of the project Futural – Empowering the FUTure through innovative Smart Solutions for RURAL areas, funded by Horizon Europe.

Biohof seidl

Hotel StadtHalle

awen_tree_house

torre_del_codina

warfthof_wollatz

blasla_hof

UHLENKOPER-CAMP

4
5

Informational videos

The videos in this section grew out of the work carried out together with Valdichiana businesses during the pilot programme. They were not planned in advance — they were built around the questions, difficulties, and needs that emerged throughout the meetings and workshops. For this reason, they tackle very concrete topics, directly linked to real situations that businesses face on their path towards sustainability.

Each piece of content aims to go one step further than simply providing information: rather than just explaining, it helps clarify what it actually means, in practice, to address certain aspects of sustainability — shedding light on doubts and making choices and operational possibilities easier to navigate.

The videos were produced with the contribution of sector experts, brought in according to the specific topics covered, with the aim of striking a balance between solid content and practical usefulness.

Taken together, these materials support businesses in building foundational knowledge — but above all, in strengthening their capacity to orient themselves, make informed choices, and act with greater awareness.

Title:
Robert Kropfitsch – The GSTC Framework for Sustainable Destinations | Valdichiana4Green

Description:
Robert Kropfitsch, Managing Partner of Territori Sostenibili, introduces the main concepts of sustainable tourism and the GSTC (Global Sustainable Tourism Council) framework, with a specific focus on tourism destinations.

Valdichiana4Green is implemented within the FUTURAL project – Empowering the FUTure through innovative Smart Solutions for rURAL areas, funded by Horizon Europe.

Title:
Robert Kropfitsch – The GSTC Framework for accomodations | Valdichiana4Green

Description:
Robert Kropfitsch, Managing Partner of Territori Sostenibili, introduces the main concepts of sustainable tourism and the GSTC (Global Sustainable Tourism Council) framework, with a specific focus on accomodations.

Valdichiana4Green is implemented within the FUTURAL project – Empowering the FUTure through innovative Smart Solutions for rURAL areas, funded by Horizon Europe.