In the now global and globalized tourism market, Sardinia should decide where to stay, what kind of destination to be. All the sociological and economic analyzes say that today tourism can be a factor of well-being for local populations but also a factor of enormous environmental and cultural impact. Sardinia has a unique natural and human heritage that represents its “capital".

If you want tourism to truly contribute to the happiness of its inhabitants, just 1.5 million souls (in serious decline, with strong depopulation of inland areas and speculative assault on the coasts), you need to decide on a destination that respects the character of the island and is therefore authentic. It can’t be a Luna park, an amusement park for July and August. It cannot be a large padel court, a huge tourist village or an endless expanse of boats at anchor in the emerald sea. It cannot be the land of the briatore on duty who have a tax residence in Monte Carlo or in other legalized worldly paradises. It takes courage, a lot of courage.

The current chaos every year puts us in front of 8-10 million admissions, this summer maybe they will reach 12-15 million, all concentrated in the 3 months. With stressed purifiers, devastated beaches, crazy traffic and impossible parking, disoriented residents, water that is not enough for everyone (including agriculture), trampled coastal systems, collapsing healthcare, fuel-less harbor offices, impossible surveillance, theft of sand and difficult-to-manage waste , coastal fires, clogged transport, enormous costs that the tourist taxes do not cover in the least.

We can and must make a choice on the world scene, without chasing the dream of Las Vegas around the world. We are an Island with an environmental and cultural, historical and human dignity in which to believe. This is the brand, this is the Sardinia brand. To save ourselves from the consumer tourism that consumes us without regard, we must not close the doors or even the beaches with a limited and paid number (residents in Sardinia included), but characterize ourselves as a destination for ecotourism, ethical tourism, the quality of services and relationships, active tourism with the responsibility of tourists, the thousand forms of experiential tourism, tourism of places and food.

It takes courage to be yourself. But without this courage you remain unhappy all your life, at the mercy of the many who tell you, for their convenience, what you have to be, what you have to do to please everyone and pursue success. It takes courage to support and implement tourism policies consistent with Beauty. The alternative is the one we have before our eyes every summer: a progressive exploitation that will inevitably make the island uglier and poorer.
PS: only 18-20% of the seadas-sevadas that are sold every year in Sardinia are made in Sardinia with Sardinian products.