Chiavenna Orange Flag: Sustainable Tourism, Hospitality and Local Heritage

In the heart of the Alps, between Lake Como, Valle Spluga and Val Bregaglia, Chiavenna is a place where nature, culture and local food traditions exist in perfect balance. These distinctive qualities have led the Touring Club Italiano to repeatedly confirm the Orange Flag award, recognising the town’s high standards of hospitality, landscape conservation and enhancement of local traditions.

The Orange Flag is awarded only to destinations that successfully meet a rigorous evaluation process based on more than 250 criteria covering environmental sustainability, cultural heritage, tourism services, urban quality and the promotion of local products. It is one of Italy’s most important quality recognitions for small inland destinations, identifying places capable of offering authentic, sustainable and people-centred tourism.

In recent years, Chiavenna also became the first destination selected by the Touring Club Italiano for the Touring Eco Program, a sustainable tourism initiative developed in collaboration with the Municipality of Chiavenna and the Valchiavenna Tourism Consortium. The project has involved local authorities, tourism operators, accommodation providers, restaurants and local organisations in training activities, workshops and shared sustainability initiatives.

This programme led to the creation of the Destination Environmental Sustainability Charter and the Tourist Environmental Sustainability Charter, practical tools promoting sustainable mobility, waste reduction, responsible use of natural resources and the enhancement of the local community. The aim is to guide Chiavenna towards an increasingly sustainable tourism model that respects both the Alpine environment and residents’ quality of life.

This sustainable approach is reflected in the visitor experience. Chiavenna encourages travellers to discover the area at a slower pace through hiking trails, cycling routes, historic paths, outdoor experiences and food and wine itineraries that offer direct contact with the valley’s culture. From the traditional crotti to terraced vineyards, from historic Alpine routes to the natural landscapes of Valchiavenna, every element contributes to creating an authentic tourism experience deeply connected to the identity of the area.

The Orange Flag is more than just a tourism award: it represents an ongoing commitment to the quality of the territory and its hospitality. For Chiavenna, it means preserving its history, protecting the Alpine landscape and developing a tourism model that successfully combines sustainability, culture and community wellbeing.

Visiting Chiavenna today means discovering a destination that has chosen to grow while preserving its identity, offering authentic experiences among mountains, history, local flavours and nature. An Alpine town where sustainable tourism is not simply a project, but a genuine way of living and sharing the territory.