Students from The American University of Rome’s Destination Marketing: European Wonders course, led by Professor Anna Sasso, recently explored the stunning landscapes and cultural heritage of Bolzano and the Dolomites—one of Italy’s most distinctive and sustainably managed tourist regions.
Over three days, the class examined how tourism, culture, and environment intersect in a region where more than 60% of residents speak a German dialect and local traditions blend Italian and Austrian influences. During a meeting with IDM Südtirol, South Tyrol’s destination management organization, students gained first-hand insight into how the city balances tourism growth with community well-being. Bolzano’s success in attracting global visitors has prompted new models for sustainable promotion—sometimes even requiring officials to stop advertising areas that have reached their visitor capacity.
The field trip also immersed students in the region’s wellness and outdoor cultures. From relaxing at Terme Merano’s thermal baths to trekking the alpine paths of Val di Funes with professional rangers, students experienced South Tyrol’s commitment to authentic, nature-based tourism. “It was a real-world lesson in how destinations protect their natural and cultural heritage while welcoming visitors,” one student reflected.
Visits to the Nature House and the South Tyrol Museum of Archaeology, home to the world-famous Ötzi the Iceman, further enriched the academic experience, connecting classroom learning to tangible examples of heritage preservation. Evenings offered cultural exchange through traditional farm-to-table meals, where students tasted regional specialties and discussed the role of local gastronomy in destination identity.
By the trip’s end, students had not only deepened their understanding of destination marketing and sustainable tourism, but also discovered the transformative power of experiential learning. As one participant summarized, “This wasn’t just about tourism—it was about testing our limits, finding community, and realizing how learning extends far beyond the classroom.”
Thanks to Travel and Tourism Management students Kelsie Ishimwe, for contributing to this article, and Navina Harris, for sharing the video below.