Tourism consumption has become a major economic factor for modern societies. However, the environmental impact of tourism has become a significant concern, leading to a greater focus on sustainable tourism policies. Although governments and institutions have introduced frameworks to promote ecological transition in the tourism sector, several aspects of such policies remain unclear. This study provides an innovative attempt to examine the complex relationship between tourism demand and sustainable tourism policies. To do so, we adopt a gravity modeling framework to examine the incoming international tourism flows in Italian provinces. We find a positive association between tourism demand and sustainability labels suggesting that eco-labels are appreciated by tourists and play a role in the destination choice. It highlights the need for continued research to identify sustainable tourism policies that can balance the economic benefits of tourism with environmental considerations.
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