What do Dublin, a capital city renowned for its embrace of the arts, and Grosseto, a lesser-known city in southwestern Tuscany, have in common? While these cities differ in architecture and atmosphere, both have been recognised for their smart travel initiatives, and have been named, respectively, the European Capital and Green Pioneer of Smart Tourism. These awards, now in their fourth year, celebrate cities that excel in responsible tourism, blending cultural heritage with cutting-edge environmental and social practices.
Dublin has embraced new technologies to transform travel to the capital and its UNESCO-designated biosphere — collaborating with Google Ireland and OpenAI to create digital tools that help travellers navigate the city. The Dublin Discovery Trails app, for example, uses augmented reality to immerse visitors in historical scenes while telling stories from Dublin’s past. The city has also made use of physical paths, such as the Dublin Coastal Trail, which takes travellers beyond the urban centre to historic towns along the coastline.
Meanwhile, Grosseto has long championed slow travel, focusing on preserving the area’s natural wonders. This includes the Diaccia Botrona Nature Reserve, an internationally significant marshland that was once the ancient Lake Prile. Today, Grosseto aims to encourage responsible travel to this marshland and ensure the nearby beaches, green spaces and city centre are accessible for all. Here, two local guides from Dublin and Grosseto share their insights.
Discover the Dublin Bay Biosphere
Shane O’Doherty, of Howth Adventures, shares how to explore Dublin’s vibrant coastline.
How has Dublin’s tourism strategy shifted in recent years?
Dublin has become a destination that champions deeper connections with its natural surroundings — a significant change from the city’s past reputation as an urban party hub. One of the most transformative shifts has been the creation of the Dublin Coastal Trail [an initiative that encourages travellers to journey beyond the city centre]. It’s a game-changer, expanding the narrative of what Dublin offers beyond the well-trodden paths of Temple Bar. The trail celebrates not just the stunning coastal landscapes but also the rich biodiversity, unique habitats and culture of the coastal towns that often go unnoticed. It’s about giving both locals and visitors a chance to explore our shores, all while managing the influx of people drawn to the city centre.
The Dublin Coastal Trail allows travellers to visit towns along the city’s shoreline, each with their own distinct culture and history.
Photograph by the European Capital and Green Pioneer of Smart Tourism
Why is Dublin’s coastline so important to the city?
The entire history of Ireland is etched along its coastlines: from the ancient dolmens [prehistoric stone monuments] and graves to the tales of the mythological Tuatha Dé Danann, the Celts, Vikings, Normans and Elizabethans. Take Ireland’s Eye, a small island just off the Howth headland, where the story of the Celtic Christians from the sixth century still resonates. The monks who lived there left behind the Garland of Howth, which is currently held at Trinity College Dublin. The island is also home to the Martello Towers, which stood as silent witnesses to the Napoleonic Wars and have been largely unchanged by time. These landmarks offer an extraordinary glimpse into our past — all just a few miles from the city centre!
What steps have been taken to preserve this unique heritage?
The designation of Dublin Bay as a UNESCO Biosphere Reserve in 2015 has elevated our efforts to preserve Dublin’s heritage. This recognition is more than just a title — it’s a commitment to enhancing biodiversity, improving habitat quality and celebrating the coexistence of people and nature. Many Dubliners aren’t fully aware of the incredible natural heritage that surrounds them. That’s why it’s so important to engage young people and show them the wild beauty on their doorstep, making them realise they too have a stake in this heritage.
Do you feel optimistic about the future of Dublin?
Absolutely. Take the Dublin Coastal Trail, for instance. It’s not just a map of destinations — it’s a blueprint for the future. We’ve built pathways and networks with foresight, ensuring that 10 to 15 years from now, people will still find these routes as sustainable and accessible as they are today. Modern transport infrastructure, supported by digital platforms [like the Dublin Discovery Trails app], makes visiting places in the city centre and beyond as low-carbon as possible.
What areas of the city should all visitors to Dublin check out?
When I’m in the city, I like to breeze about between St Stephen’s Green and the Temple Bar. Or, on the north side [of the River Liffey], I’ll wander up and down O’Connell Street and out into the Garden of Remembrance. There’s Viking history to explore here — many people don’t know that the Steine of Long Stone [a replica of a carved pillar built by the Vikings in the 10th or 11th century] sits at the junction of Pearse Street and College Street. All of the bars, cafes, the museum [the Dublinia dives into the city’s Viking and Medieval past] — the area is just full of surprises.
St Patrick’s Cathedral, which was founded in 1191, is one of the few buildings remaining from the medieval city of Dublin.
Photograph by Guven Ozdemir, Getty Images
Explore Grosseto’s marshlands and untouched coastline
Local guide Loriana Canton shares why Grosseto’s Diaccia Botrona Nature Reserve is a key landscape for both visitors and locals.
Why is Diaccia Botrona such a significant wetland in Italy?
Diaccia Botrona Nature Reserve covers 3,145 acres and is hugely important because of its rich biodiversity. It’s a crucial spot for migratory birds and serves as an environmental buffer in the Maremma region of Italy — helping to keep the surrounding ecosystem in balance. As a result, Diaccia Botrona has been recognised as a Wetland of International Importance since 1971, thanks to the Ramsar Convention [an intergovernmental treaty that provides the framework for the conservation and smart use of wetlands and their resources]. The reserve is also a Site of Community Importance, protected under the Natura 2000 Habitats Directive [an EU initiative aiming to protect over a thousand species, including mammals, reptiles, amphibians, fish, invertebrates and plants].
What kind of wildlife can you find in Diaccia Botrona?
This reserve is a haven for wildlife, with over 200 species calling it home. One of the standout successes here has been the reintroduction of the osprey after a 42-year absence in Italy. By 2014 [eight years after the bird’s reintroduction in 2006], we had stable nesting pairs again. Winter brings an influx of bird species, including over 2,500 flamingos, which have become something of a symbol for the reserve. However, while their presence is beautiful, it also hints at ongoing salinisation issues here, as flamingos are able to survive in water with a very high salt concentration. You’ll also spot a variety of other avian species — from birds of prey, such as hawks and honey buzzards, to herons, geese and ducks.
Flamingos wade in the shallow waters of Diaccia Botrona Nature Reserve, which is considered one of the most significant wetlands in Italy.
Photograph by Nicola Destefano
Casa Rossa Ximenes, an 18th-century building located within Diaccia Botrona, is now home to a multimedia museum.
Photograph by The European Capital and Green Pioneer of Smart Tourism
What does this landscape mean to Grosseto locals?
Diaccia Botrona isn’t just about nature — it’s also deeply rooted in local culture and history. The land has supported the livelihoods of hunters, shepherds, gatherers, fishermen and farmers for generations. Even after it became a protected area in the 1970s, the local community’s bond with the land remained strong. Shifting the mindset towards conservation took some time, but today, responsible travel is the focus. Examples of preservation initiatives in the area include creating accessible paths for the visually impaired, restoring bird-watching huts and minimising the visual impact of tourism. The locals take great care of the place — when you visit, you won’t see any litter around. It’s just pristine nature.
How does the area balance conservation and tourism?
Finding that sweet spot between tourism and conservation is always a challenge. We’ve tackled this by offering customised experiences as part of the Reboot Med project. Visitors can explore the area with a naturalist photographer as their guide or join a small group for sunset aperitifs organised by the Municipality of Grosseto. These intimate experiences often include a visit to the medieval Abbey of San Pancrazio al Fango, which once sat on the Isola Clodia, an island at the centre of the ancient Lake Prile. Today, this historic abbey lies in ruins in the heart of the nature reserve — it’s a truly magical experience. After guiding here for 40 years, I’ve noticed that places like this have a natural way of teaching visitors. The beauty itself is a powerful educator.
When is the best time to visit Grosseto and Diaccia Botrona?
Aim for the off-season — autumn, winter or early spring are perfect, especially for birdwatching. But keep in mind that climate change has had an impact. In recent years, the wetland areas have been drying up earlier, so it’s a good idea to check the weather before you come. Last year, it was so warm we were still going to the beach at the end of October, so by November, much of the water had already dried up.
This paid content article was created for the European Capital and Green Pioneer of Smart Tourism. It does not necessarily reflect the views of National Geographic, National Geographic Traveller (UK) or their editorial staffs.
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