The Adriatic Region as a Response to Global Tourism

Through our experience in the Department of Sociology of Bologna University and in the Mediterranean Association for the Sociology of Tourism, we want to call the attention on the importance of territory in tourism today; in particular, we will present the example of Adriatic region. We think that the Adriatic-Ionian basin has a huge cultural and natural heritage, with many interesting destinations. Such heritage includes both the eastern and the western coast; moreover, their respective hinterlands are attractive too. Nevertheless, competitors are more and more well-equipped; so, a good heritage is not enough to survive in the global market. A coordinated offer is required; integration and network are a priority, both for the enterprises and for tourist destinations. From this point of view, Rimini or Riccione, Hvar or Split are losing their relevance as reference points; “Adriatic coast” and “Adriatic region” are more and more important in identifying this tourist area. In this context, sea is going to be no more a mere setting for tourism, but something that connects every resource available in the region. Our contribution intends to show how this trend is growing, and how this awareness is increasing; it emerges not only from sociological research, but also from many recent trends of tourist organizations, both in private and in public actors.