Green Tourism and Sustainability: The Paiva Walkways Case in the Post-Pandemic Period (Portugal)

Abstract

Sustainability in tourism is a goal and a path that must take into account the needs of visitors, the tourism sector, and communities, as well as the environmental, economic, and social impacts now and in the future. Sustainable tourism must make appropriate use of its territory and natural resources. The green tourism attraction of walkways is becoming very popular worldwide and needs to be studied, particularly in Portugal. The pandemic caused by COVID-19 has profoundly changed consumers’ relationships with tourism. This scientific paper, which has a markedly theoretical and exploratory character, examines the concept of green tourism, highlighting its distinctive characteristics, the environmental and socioeconomic benefits associated with this approach, and strategies for its successful implementation. It also discusses case studies of destinations, worldwide and in Portugal, that have adopted green tourism as an effective strategy for sustainable tourism development. The main conclusions explain that the walkways function as a sustainable tourism system in their economic, sociocultural, and environmental aspects, with a profound impact on the surrounding are, and the Paiva Walkways correspond to the best sustainability practices in terms of green tourism, promoting the participation and involvement of communities in their activities, creating public–private partnerships that add value and share the same values of sustainability, as well as seeking environmental certifications.

1. Introduction

At a time of crisis in travel motivation, when tourists began to feel the pressure of the problems of environmental degradation and cultural heritage, terms such as “intangible” and “sustainability”, “multiculturalism” and “respect” became popular. Chronologically, in the late 1980s and early 1990s, at the height of mass tourism with its economic externalities, rapid environmental degradation was occurring, along with negative sociocultural impacts and a widespread lack of tourism planning [1,2,3]. This situation drove changes that led to the formulation of a series of alternative products [4], until then a minority, such as ecotourism, agrotourism, cultural tourism, rural tourism, ethno-tourism, and geotourism, i.e., a so-called green tourism. This has triggered a new segmentation of markets, which, based on more or less concrete products, seems to respond to people’s needs of experience and their social and environmental concerns, contributing to environmental and cultural.

Such a response from the tourism industry as a whole testifies to a dynamism and adaptability that strengthens tourism as a ballast and favorable activity for conservation and planning in terms of developing strategies and territorial dynamics [5]. And it is not only addressed to politicians, managers, and entrepreneurs, but also justifies the incorporation of territories and populations, for touristic purposes, that were previously on the margins of the activity and its planning. It is a conception of tourism that makes it indispensable for the development and for the protection of cultural and natural heritage.

Our article focuses on a case study of the tourism dynamics around the tourist attraction, the “Paiva Walkways”, in the northern region of Portugal. Considering the temporal dimension of the COVID-19 pandemic and the subsequent period, the aim is to identify the level of awareness of this attraction and the way to promote convergence throughout the tourism industry. In this context, an active tourism policy with a view to recovery and a transition to greener and more responsible “business models” adapted to the carrying capacity will be considered. This can lead to better environmental performance of destinations, but also to the benefit of host communities, as advocated by the World Code of Ethics for Tourism [6].

Mota [7], in his study on the Paiva Walkways, points out that there is a scarcity of literature evaluating protected areas and, in particular, in this little-studied area, and that it would be interesting to deepen this topic in the context of this tourist product, monitoring the impact of this structure on the surrounding ecosystem and, consequently, defining more appropriate management strategies.

Oliveira et al. [8] concluded, based on the results of a survey of 300 visitors to the Paiva Walkways, that this tourism product can be integrated into a strategic plan for the development of the region and is a key factor in attracting investment.

Starting from the consideration of a multiplicity of topics interwoven with environmental issues, the general objective of the article is to examine the different factors that favor economic, socio-cultural, and environmental development through the use of the said natural capital [9].

From the literature review, it is clear that tourism today is increasingly important to the destinations and communities where it takes place. But it is not just any tourism at any price that is desired today. Concepts such as sustainability and environmental protection, safety, and risk mitigation [10,11,12,13,14] are also on the agenda of policy makers and destinations that have made it their mission to create sustainable and safe products that can provide satisfying experiences for consumers and contribute to the Sustainable Development Goals. Thus, this qualitative approach should achieve several objectives: (a) to understand the economic and social importance of the Paiva Walkways for the community in which it is located; (b) to place the Paiva Walkways within the strategy of the Sustainable Development Goals; (c) to understand the contribution of the Paiva Walkways to the development of best practices in green tourism from a systemic perspective.

Based on the presented case, the research question is based on the definition of a theoretical model of sustainable tourism related to the green tourism product, the Paiva Walkways. As this is an exploratory study, the next phase will be the empirical validation.

Based on the semantics of the literature [15,16], it is assumed that the rationale of green tourism is based on the use of natural assets as a driver of economic growth in a sustainable manner. On the other hand, this will be the condition that leads to human well-being, mitigates inequalities, and protects future generations from environmental risks.

2. Conceptual Framework

2.1. Green Tourism: Towards Sustainability

The theme of sustainable development is embedded in tourism policies and practices at the local, national, and international levels. The issue of sustainability became more prominent with the presentation of the “Bruntland” report, “Our Common Future”, by the United Nations World Commission on Environment and Development [10]. In the European context, the European Commission emphasized the orientation of tourism according to the principles of “sustainable development” as early as 1995, a good example being the “Green Paper on Tourism”. Indeed, based on the basic concepts of the Bruntland Report, it became clear how important it is to ensure that natural and cultural resources are not wasted so as not to endanger the future. Based on this general concept of sustainable development, the specific concept of sustainable tourism was consolidated [11]. Leiper [12], Middleton and Hawkins [13], from a systemic approach to tourism, summarized its impacts in terms of economic, socio-cultural, and environmental dimensions, providing a theoretical framework for interpreting the relationship between tourism and sustainability.

The World Conference on Sustainable Tourism, held in Lanzerote (Canary Islands) in 1995, also reaffirmed tourism’s commitment to sustainable development. From the conference emerged a document, the Charter of Sustainable Tourism, which contains 18 “principles and objectives” stating that tourism should be based on sustainable criteria in order to preserve the resources that underlie it [14]. This was a moment of evaluation of tourism models and an inspirational basis for future governance and new tourism policies. This paradigm already took into account changing characteristics, both in terms of supply and demand segmentation and technological support systems, as well as in the economic, socio-cultural, and environmental domains [11,17].

In addition, the UNWTO, through the United Nations Environment Program, highlights the increasing importance of the relationship between tourism and the green economy with the publication of the 2011 Tourism in the Green Economy Report [18].

More recently, the World Tourism Organization has highlighted practices to promote sustainable tourism by integrating them into the SDGs—Sustainable Development Goals—through programs such as the “International Year of Sustainable Tourism for Development 2017 [19]. Tourism for the SDGs is embedded in SDGs 8, 12, and 14, which are successively linked to “work and economic growth”, “responsible consumption and production”, and “life below water”, and include tourism in the “creation of a sustainable economy”.

Nowadays, there is a greater tendency of tourists to visit sustainable destinations and protect their social and environmental environment, as is the case with so-called sustainable tourism. The standards of sustainability lead institutions and companies to incorporate the principles of sustainability in their management [20].

Additionally, regarding the challenges for Portuguese tourism, the Tourism Strategy 2027 presents a strategy of “sustainable economic valorization” of cultural and natural heritage, which includes local identity [21]. In addition, there is the Tourism + Sustainability Plan 2020–2023 and the accession of the Portuguese Tourism Authority Turismo de Portugal I.P. to the “Global Sustainable Tourism Council”, as well as the “Portuguese Pact for Plastic” and the “Glasgow Declaration on Climate Change in Tourism”, and the “Cancun Declaration” of the World Travel and Tourism Council (WTTC) on “Equality and Leadership of Women in Tourism”, which shows commitment to a stronger positioning of tourism in Portugal in the defense of sustainable development.

The development of tourism is closely linked to the development of society and the economy. Tourism dynamics have expanded to new areas and destinations have developed in areas that are considered marginal. Thus, we are once again faced with the challenge of reconciling new activities with sustainable development goals. And since the concept of sustainable tourism is not clear, it leads to different interpretations, such as who benefits, the host community and/or the tourists [22]. As generally advocated in the literature, the use of a territorial boundary should primarily benefit the resident community, which implies a governance of place in decision making that involves all the agents that converge in the tourism activity, namely government agencies, industry, and tourists, as well as resident communities [23]. Sustainability planning should also be seen in this sense, taking into account the sharing of objectives, resources, and activities. From this perspective, the current concept of tourism should be understood as a system. This interdependence becomes even more important when considering territorial areas that rely on natural resources as the basis for the tourist experience.

Green tourism can be considered as a tourism typology that today has a considerable economic importance. Its exploration also implies an overlap with sociological and environmental components, contributing to the revitalization of rural and low-density areas. As a component of sustainable development, the practice of green tourism must respect the preservation of resources, with a necessary consideration of the carrying capacity (life cycle of Butler’s tourism destination), especially in rural territories and protected areas [3], as is the case studied by Lagodiienko et al. [24]. The recent trend of green tourism is related to the dynamics of local economy and contribution to sustainability in rural [25,26]. The semantics of green tourism literature have been enriched by a multiplicity of studies, especially those related to sustainability, such as the studies by Abdulaali et al. [27], Jahid [28], Li et al. [26], Nguyen and Bui [29], and Yousaf [30]. Recent work considers green tourism from the perspective of environmental impact and responsible use of natural resources [16]. Others link an analysis of green business strategies to tourism [30], or the issue of relationships between research concepts, especially in the framework of green tourism strategies and their impact on the economy [29], or the pursuit of green policies and host community support [28].

The present study focuses on an innovative topic for which there is an increased interest in territorial development approaches and in the dynamics that correlate tourism and leisure, with interest for planning and management and others regarding the practices of pedestrianism and the use of trails and routes in green spaces [31]. In this sense, the “Passadiços do Paiva” are our object of study, representing a nature tourism product with great importance for the tourist dynamics of the region. The Paiva trails are part of the “Arouca Geopark” (Northern Portugal) and are subject to the regulations of the Natura 2000 network. They must be managed sustainably in order to maintain the balance between tourism and the protection of natural resources. The study is fully justified by the scarcity of investigative work on this subject from the perspective of tourism.

2.2. Strategies for Green Tourism Implementation Focused on the Sustainable Development Goals

Successful implementation of green tourism requires the cooperation and commitment of many stakeholders, as the governments, the tourism businesses, local communities, and also the tourists [32,33]. There are various strategies and best practices to promote green tourism, such as environmental certifications, public–private partnerships, environmental awareness and education, and community involvement.

The OECD [34], in its annual publication on Tourism Trends and Policies, emphasizes that governments have a key role to play in supporting greener tourism agents and destinations and ensuring that sustainability principles are securely integrated into development and economic recovery plans.

Coherent and coordinated action across the board and facilitating collaboration among key stakeholders is another important task at all levels where regional and local governments are increasingly active. Change management can only be successful if all relevant stakeholders are involved [35].

The business case for sustainability measures has never been more important for tourism destinations, as has the opportunity to promote broader social change toward more sustainable consumption patterns. Growing tourist awareness and the opportunity to promote a green brand are supporting these changes. Industry companies operating in destinations face similar challenges, but can also join forces to maximize opportunities. In this regard, governments can drive the transition for businesses and destinations by reducing barriers, encouraging the development of legislation and technology, providing better access to skills, and providing funding and financing for green measures.

National tourism strategies are critical in providing strategic direction and maximizing the positive contribution of tourism to a country’s prosperity and well-being in order to promote greener tourism [34]. Strategies often reflect core values and provide a general framework for developing more specific policies, investments, and collaboration among stakeholders. With the Sustainable Development Goals (Figure 1) as a guide, many countries are working on tourism revitalization plans and strategies that offer the opportunity to incorporate goals and policies to promote green transformation.

The SDGs were adopted in 2012 at the United Nations Conference on Sustainable Development in Rio de Janeiro. There are 17 goals in total and define a common action plan for all countries that have decided to align themselves with them. The SDGs are part of the 2030 Agenda and are based on environmentally and ethically sustainable development aimed at peace and prosperity. They cover all the issues that our world has been facing for many years, from social justice to environmental protection. These goals provide a frame of reference for measuring performance and a basis for goals that can underpin a mission and values. A growing number of companies that want to take the step toward sustainable development can use the SDGs as a framework.

As Lee et al. [37] point out, green tourism is a growing agenda for future tourism development worldwide. The growth of this agenda and the increasing demand for green tourism are supported by many factors, including the development of a global social awareness of nature conservation and appreciation, fueled in large part by the increased visibility of the environment in the media; the growing interest of people to “reconnect” with nature and seek experiences that are more spiritual, thought-provoking, and physically challenging; workplace pressures and the highly competitive lifestyles of many people in the developed world; better access to nature and more leisure time and income available to an increasing number of people. Case studies such as the one we analyzed fulfill the agenda defined by the SDGs through products that, integrated into natural and protected environments, can be a source of local development, but linked to their protection and preservation. Through the implementation of forms of sustainable management, social and economic benefits are obtained for residents, who can derive economic benefits from them, as well as for the entities responsible for protection, which also generate revenues that allow the conservation of the areas, and also benefit tourists, who have the opportunity to visit protected areas with enormous cultural and natural value.

The COVID-19 pandemic has raised awareness of these issues and provides greater incentive and opportunity to address them across the tourism ecosystem. The disruption creates significant opportunities to reshape the tourism sector, accelerate the shift to greener and more sustainable tourism development models through innovative policies, and ensure that recovery plans are consistent with the Paris Agreement and the Sustainable Development Goals [34]. The window of opportunity is closing to integrate green policies into tourism recovery plans and ensure that the green transition is not overwhelmed by a demand-driven tourism recovery. This requires active tourism policies and recovery actions to drive the transition to greener tourism business models and value chains and improve the environmental outcomes of destinations while benefiting local communities. One of the key areas that the OECD [34] considers important to develop has to do with inclusiveness: improving the equality and empowerment of individuals, communities, and cultures in line with the SDGs. By enabling rural communities that have settled in disadvantaged regions to remain there through the sustainable and lasting monetization of spaces, it helps to empower and engage communities that would otherwise be unable to survive.

What we were seeing before the pandemic was an economically, socially, and environmentally unbalanced development of tourism in many destinations, caused by rapid growth of tourists and unplanned carrying capacity of destinations [35]. After this break, tourism now has the opportunity to create broader political momentum to drive the transition to greener tourism business models, involving a wide range of processes and stakeholders.

Sustainable tourism plans are based on a broader, holistic regional analysis that has been tested in practice in many destinations [37]. Some of their hallmarks include an analysis of a destination’s social, economic, environmental, and cultural needs; an analysis of a destination’s assets and constraints to future tourism development; a high level of local participation in both the planning process and ongoing decision making; careful consideration of visitor capacity; and the type and scale of developments appropriate to each part of the destination [38,39]. Extensive consultations with interest groups are essential, and these consultations should include all stakeholders. Locals should welcome tourists with the prospect of multiple gains that come from developing a two-way dialog. This is the beginning of a partnership between business, government, conservation, and cultural interests. If these key issues are included, sustainable tourism strategies would produce rewarding results and sustain tourism for the benefit of all.

Making tourism more sustainable is not just about controlling and managing the negative impacts of the industry. Tourism is in a unique position to benefit local communities economically and socially, and to raise awareness and support environmental protection. Green tourism is low-impact tourism that aims to protect the environment and culture of an area [37].

Green tourism has many benefits for the environment, local communities, and tourists. These benefits include providing important support to local communities, protecting fragile ecosystems, preserving biodiversity, creating jobs and business opportunities, improving working conditions, preserving cultural heritage, and providing authentic and enriching tourism experiences for visitors. Green tourism has a lower ecological impact and allows for a closer relationship with local people and a better understanding of local cultural, social and environmental issues.

Sustainable tourism solutions have been implemented around the world in naturally valuable areas, including Yellowstone National Park [40,41], Lake District National Park [42], and Sečovlje Saltpans Natural Park [43] as good examples. Yellowstone National Park has a variety of walkways and trails that allow visitors to explore its unique geothermal features, breathtaking landscapes, and diverse ecosystems while promoting safety and minimizing environmental impacts. Educational programs are also offered to visitors to help them understand the importance of wildlife conservation and responsible behavior in the park, and the number of visitors is controlled through advanced reservation systems, alternative transportation, and sustainable accommodation. The Lake District National Park in the United Kingdom is known for lakes and mountain scenery. The park offers a variety of walkways and trails that cater to different levels of ability, providing opportunities to explore the natural beauty. The Sečovlje Saltpans Natural Park in Slovenia is known for its unique wetland ecosystem and traditional methods of salt production methods. The park also offers a variety of walkways and paths that allow visitors to explore the natural beauty, learn about the cultural heritage, and observe the diverse wildlife that inhabits the area.

Additionally, this responsible form of tourism helps travelers become aware of their choices [44]. Responsible tourists make decisions based on what is best for local communities in the long run and ensure that actions based on those decisions have a positive impact on those communities.

Responsible tourism aims to balance the economic benefits of tourism with the preservation of natural and cultural assets for future generations. It requires collaboration among travelers, local communities, tourism companies, and governments to create sustainable and positive tourism experiences.

2.3. The Walkways: A New Trend in Green Tourism

The situation of the tourism sector remains quite unusual due to the pandemic period of COVID-19, which is reflected in a significant change in the behavior of tourists who are looking for alternatives related to domestic and local tourism. There have been significant improvements in the last two years, and according to UNWTO [45], new tourism trends have emerged in 2022, with a focus on conscious travel, traveling to more distant destinations, but with longer stays, as consumers try to enjoy each place they visit as much as possible and also travel in an environmentally friendly way. Nowadays, consumers are much more responsible and aware of the reality in which they live every day.

Protected areas represent territories of high social and environmental value, and their responsible and sustainable development can enhance biodiversity conservation. Tourism can become an important development factor for these areas. Conducting activities and building structures in protected areas can be risky, especially since tourism development and continued protection of the area are regularly seen as polar opposites. It is possible that these points can be reconciled through coherent and responsible management plans that balance these two sides [7].

Green tourism has become an important economic activity in many privileged territories with unique natural spaces. It is the engine that has led to the revival of many “forgotten” regions, relying on their unique natural resources. These areas offer unique opportunities for visitors to have unique experiences in nature and learn about the importance of preserving natural heritage [46,47]. At the same time, green tourism has the potential to generate income for conservation and economic benefits for communities in rural and remote areas. There is a need to invest in responsible green tourism, where the development of the economy and the protection of these areas are not points in conflict. The application of sustainable/responsible management has positive impacts on improving local sustainability, mainly due to a reduction in the number of visitors and can be a source of funding for protected area management, maintenance, and conservation costs [48]. Sustainable management is fundamental and imperative for the balance between tourism and conservation of these areas.

Walkways have become increasingly popular nowadays, combining sport and leisure activities. Many of the walkways, which have been built in protected areas of high scenic interest, contribute significantly to the growth of the tourism sector in protected areas and make an important contribution to local development. Carvalho [31] classifies walkways as a new trend within the walking and cycling segment that has developed significantly in recent years. Walkways are wooden structures on a raised plane in relation to the base level (ground or water) designed for contact with nature, contemplation of its with nature, the contemplation of its distinctive elements and the experiences of high symbolic value.

In Portugal, in July 2020 there were about 60 walkways [31]. In Figure 2 can be seen the geographical distribution of Walkways in Portugal.

The Paiva Walkways are a good example of utilization, as they were pioneering and are now a national and international benchmark. According to the Arouca Geopark [49], the walkways have the following objectives: valuing the geological heritage and the rest of the natural and cultural heritage; dynamizing activities and products with regard to their scientific value; promote quality and contribute to planning policies in the areas of the Environment, Agriculture and Forestry; promote education for sustainability; promote a geotourism approach with special emphasis on the qualification, organization, promotion, and marketing of strategic tourism products; promote territorial dynamics, socio-cultural animation and reinforce the sense of belonging; and strengthen and stimulate cooperation, partnerships, and networking.

In addition to nature and wildlife observation, one of the main tourist activities possible in some of the more remote and rural regions is hiking. Hiking is a way to experience a destination directly and intensively with all the senses, while allowing the opportunity to interact with the local people, nature, and culture. The walkways in rural areas bring several benefits: they expand knowledge, promote physical activity, facilitate relationships between urban and rural communities, and are a factor in local economic development by creating jobs, settling populations, and providing sustainability to isolated and vulnerable territories. In the opposite direction, there has to be a strong concern with mitigating a negative impact, both environmentally and socially.

Milojković et al. [50] report that although the impact of the COVID-19 pandemic on the development of tourism in rural areas has been insufficiently investigated, the results of some studies indicate a positive impact of the pandemic on this type of tourism, citing the need of tourists to travel to a safer or less risky location due to the lower population size [51]. During anti-pandemic measures, lots of people were isolated in apartments in cities, had limited movement, and feared pneumonia, while the post-pandemic period is characterized by an appreciation of rural life in the countryside [52].

2.4. The Paiva Walkways Case

The Paiva Walkways were inaugurated in 2015 and are located on the left bank of the Paiva River, in the municipality of Arouca, Aveiro district, Portugal. The Walkways have a length of 8.7 km and are embedded in a protected area (Figure 3), the Arouca Geopark in the Natura 2000 network, with a total area of 328 km², recognized by UNESCO as Geological Heritage of Humanity.

According to the census in 2011, 22,359 inhabitants lived in the municipality, representing 3.2% of the resident population of Aveiro County. Moreover, compared to the 2001 census, the area has lost 7.71% of its resident population, or 1868 people. According to Portugal Tourism Strategy [21], all the parishes in the municipality of Arouca are located in areas of low population density according to the National Program for Territorial Cohesion.

In this area there are 41 geosites with unique characteristics and remarkable scientific value. Particularly noteworthy are three geosites of international importance: the Castanheira Boulders, the Giant Trilobites of Canelas, and the Icnofossils of the Paiva Valley.

The pedestrian bridges provide direct access to interesting geosites such as Paiva Canyon (G36); Aguieiras Waterfall (G35); Vau River Beach (G30); Salto Collar (G31); Espiunca Fault (G32).

The Arouca Geopark is located in a mountainous area whose highest points are in the Freita and Montemuro mountains, some of which reach heights of over 1000 m. The region is crossed by rivers such as the Arda, Paiva, and Paçô, which flow in deep valleys. These natural features provide excellent conditions for a variety of activities, such as canyoning, canoeing, climbing, and rafting. The rapids of the Paiva River are considered one of the best places in Portugal to practice these activities.

The geopark has created an extensive network of trails, including 13 short routes and 1 long route. In addition to the variety of flora and fauna, you can visit unique places such as the Frecha da Mizarela, a waterfall where the Caima River plunges from a height of about 75 m, or explore traces of mining in the region, such as the Roman gold mines and the exploration of tungsten by the British and Germans during the World War II [49].

In terms of cultural and historical heritage, the Monastery of Santa Maria de Arouca, which has had a great influence on the development of the region and has also left its mark on gastronomy, the Museum of Sacred Art, the Municipal Museum of Arouca, as well as the Geological Interpretation Centre of Canelas, and the House of Parideiras Stones [54] should be highlighted. The local cuisine is known for its traditional sweets such as barrigas de freira (nun’s bellies), chestnuts and sweet morcelas, as well as almond rusks and cigars. As for main dishes, the region is famous for its roasted veal and cuts of meat from the native breed, called “arouquesa”, which are still highly appreciated today [55].

As can be seen in the figure (Table 1), the trails are the main product of the Arouca Geopark, with more than 207,000 visitors in 2019, with an average of about 200,000 thereafter. According to the Observatory of Sustainable Tourism of the Center of Portugal [56], overnight stays in tourist accommodation have increased compared to 2022 and even 2019. The Aveiro region, in which the Arouca Geopark is located, recorded a growth of 22.59% compared to 2022 and 35.70% compared to 2019. Table 2 shows that the proportion of international visitors has increased relative to Portuguese visitors, due in large part to the greater visibility of Paiva Walkways. This table also shows us the impact of the pandemic period and the post-COVID recovery.

In terms of annual indicators [58], Arouca Geopark and Paiva Walkways continue to show positive prospects, confirmed by INE, highlighting the number of annual visitors to the trails (200,000), the number of students on guided tours (5000), the number of overnight stays per year (30,000), as well as 5000 seats in restaurants and an estimated turnover of 15 million euros per year as average values.

In terms of accommodation, Arouca Geopark has one 3-star hotel, one 3-star rural hotel, two agrotourism houses, eleven rural houses, one residential tourism unit and one campsite, as well as thirty-nine non-classified local accommodation establishments. Most of the visitors are Portuguese guests (95%).

The administrative unit responsible for the management and maintenance of the entire area is the municipality of Arouca and the Arouca Geopark in relation to the Paiva Walkways.

In fact, the Arouca Geopark, together with the Arouca Municipal Council (CMA), has made possible the construction of the Paiva Walkways through a tourism development strategy that aims to unite the nature, heritage, and traditions of the region and that has revitalized the area in which it is embedded, bringing a new economic and social dynamic [59].

Oliveira et al. [8] mentioned that the scale of Paiva Walkways was such that it invigorated the business fabric, motivated entrepreneurship, created business opportunities, and created new jobs. There was a strong emphasis on the hotel and restaurant sectors, mobility, and promotion of local products, and in particular, excellence in gastronomy and conventual sweets. Since the Paiva Walkways are an excellent and high-quality tourism destination, privileged by the contact with nature in its pure state, it is necessary to ensure that visitors are able to guarantee the sustainability of the “natural sanctuary” by following good practices of environmental protection. These authors concluded that the Paiva Walkways have become a real tourist phenomenon, exceeding all expectations and finally enhancing all the activity areas as well as the localities covered by the infrastructure.

3. Methodology

For this article, we have chosen a qualitative approach. Although qualitative methods are not always used in the study of this type of phenomena, it is certain that more and more researchers are turning to this form of research [60], to the detriment of purely quantitative studies.

According to Huberman and Miles [60], qualitative studies allow for rich, informed descriptions and explanations of processes that are rooted in a local context, as in the case of walkways operating in specific geographic and contextualized locations. However, for the collected data to have adequate scientific validity, the right choice of methodological approach must be made, which must depend on the nature of the phenomenon under study [61].

Therefore, in this study the qualitative method of case study is applied to analyze the environmental, economic, social, and cultural factors that enable the sustainable development of the Passadiços do Paiva destination, and which fall under in the offer of the tourism product Paiva Walkways, as a form of green tourism, due to the COVID-19 pandemic. This method allows us to explore contents, concepts, and specific characteristics of the sectoral reality in which the study will take place. The goal is not to generalize, but to understand a specific reality in detail, that is, the complex interactions between a phenomenon and its context [62].

A qualitative approach, namely through case studies, is valid for the analysis of actual phenomena in real contexts [63], providing an analysis of the context and processes involved in the phenomenon under study. The case study gives even more freedom to the researcher, as it has almost no specific requirements to follow during the research.

The case study is intended to provide the answer to the initial question: are the Paiva Walkways an example of best practices in implementing sustainable tourism, or so-called green tourism, in rural areas with low population density?

In this work, the Paiva Walkways were studied because of their importance for the sustainability of a protected area, the Arouca Geopark, and for the economic and social dynamization of a rural area.

In this context, in 2021, Arouca Geopark saw its UNESCO World Geopark status revalidated for another four years, following the reassessment of the performance of its management structure, in the implementation of projects and actions aimed at the sustainable development of the territory.

In addition, the UNESCO World Arouca Geopark territory, where the Paiva Walkways are included, saw its sustainability policy distinguished, in February 2023, with the “Gold” Grade Sustainable Destination certificate, through the Green Destinations Award program, which certifies and promotes sustainable tourist destinations, at the international level, according to environmental, socioeconomic, and cultural criteria. The Arouca Geopark is the first Portuguese destination to achieve this level of international recognition.

Another factor that led to the choice of this case for analysis is the fact that in 2021, the Paiva Walkways, in the 28th World Travel Awards on December 16, won another “Tourism Oscar” for the Best Adventure Tourism Attraction in the World 2021.

The information was collected using secondary data from the internet, retrieved from social media sites, media sites, websites from municipalities, public institutions, businesses and media interviews with managers, and policy makers (Table 2). The criterion used to choose the media to be analyzed was their affiliation to AGA—Arouca Geopark Association, or even media that are not part of the association, but publish news about the object of study, on a regular basis.

To obtain information on web publications on the related topic, the search was implemented using a snowball method, having as a starting point, the Arouca Geopark website. A google search was also conducted using the following keywords: Passadiços do Paiva and Sustentabilidade; Paiva Walkways and Sustainability; Tourism; Turismo; Green Tourism, Turismo verde; notícias; news. The search was replicated in Scopus and WoS databases. From this search, the necessary information that was wanted to be extracted from the documents, pages, websites, social media networks was taken into account.

Content analysis was the method used to analyze the collected information, as it is not bound or limited to a specific science and follows fewer rules. As Bengtsson [64] states, in this way, the risk of confusion about philosophical concepts is reduced and the researcher’s concern is focused on maintaining a qualitative perspective and striving for rigor and credibility to make the results as reliable as possible.

The analysis of documents and websites was conducted during the months of June and July 2023.

According to Krippendorff [65], content analysis is a research technique that allows the researcher to draw valid and reproducible conclusions from texts in the context in which they are used. In the same direction is the definition proposed by Downe-Wambolt [66], for whom content analysis is a systematic and objective method for drawing valid conclusions from written, visual, or verbal data in order to describe and quantify certain phenomena. As seen in Table 3, 175 documents, were analyzed.

4. Results and Discussion

4.1. The Paiva Walkways as an Engine of Economic and Social Development

The development of the Arouca Geopark territory is based on sustainable tourism and its three key areas of consideration: environmental, social, and economic [49]. The vision adopted by the territory “is to become a nationally and internationally recognized destination that combines geological heritage with culture, gastronomy and natural heritage” [58].

Tourism is seen by all stakeholders as an engine for development in all its dimensions. The planning of tourist destinations is fundamental for local communities and essential for the protection of their cultural and natural identity [10]. However, as the literature review shows [10,11,14], economic and social development cannot be created at the expense of the environmental, and sustainability appears as an essential requirement for decision makers, investors, communities, and even tourists themselves. The same opinion was expressed by Margarida Belém, the mayor of Arouca, in an interview she gave in November 2022 on the occasion of the inclusion of Arouca Geopark in the 100 most sustainable destinations in the world in 2020. According to the mayor, this “distinction is a source of pride and responsibility. It is a seal of quality that recognizes the daily work of a multidisciplinary team to make Arouca a more sustainable, responsible and attractive destination. It also strengthens the positioning of Arouca Geopark as an example of good practices in terms of sustainability and nature experiences”.

While at the opening in 2015, access was not restricted and some days, more than 8000 visitors were received, from 2016, the authorities and managers of Arouca Geopark realized that this was not the best strategy and directed their focus towards sustainability. They limited access to 3500 people per day (600 in pandemic times) and introduced the price of EUR 1 per visitor to discipline access and also to obtain funds for the maintenance and conservation of the site [8].

Margarida Belém highlights, as the main benefits for the population and companies, their ability to network, which affects several domains, namely the promotion of the entire local tourism sector, including accommodation, restaurants, and entertainment companies. This network has made it possible to keep Paiva Walkways at the forefront of tourism at the European level and it encourages the mayor that “this whole journey has been a collective effort—Municipality, AGA, ADRIMAG, hotel entrepreneurs, tourist animation”, who has already expressed the desire “not to stay at this level and move on to the next—the Platinum certification” as a sustainable destination.

Previously, a study conducted by Oliveira et al. [8] showed that the economic benefits of walkways affect several sectors, namely (1) restaurants and similar, (2) handicrafts and regional products, (3) entertainment programs, and (4) transportation. In addition, according to the same authors, the Paiva walkways are responsible for local economic growth because they (1) increase trade in the region, (2) promote infrastructure development, (3) create a sense of belonging and pride in the community, (4) enable the improvement of local quality of life, (5) improve the image of the community for visitors, (6) contribute to social cohesion, and (7) stimulate the relationship between residents and visitors.

4.2. Paiva Walkways and Their Strategic Vision of Sustainable Tourism

The approach to territory management in Arouca, namely the space related to the Paiva Walkways and the Arouca Geopark, is based on three aspects already identified in the literature and which reflect the approach to the development of that territory. It is based, therefore, on a systemic approach [12,13], in which tourism is viewed sustainably in (I) environmental, (II) social and (III) economic terms [58].

The strategy is based on a model of local initiative with a global vision, incorporating a participatory methodology (public–private), which aims to enhance strategic assets and differentiators, endogenous, qualifying and emerging, in order to promote innovation, growth, and competitiveness of the region [40]. This innovative vision with a strong environmental concern that seeks smart, sustainable, and inclusive growth [58] reinforces the role that the project also has for the fulfillment of the Sustainable Development Goals.

According to the World Tourism Organization [19], tourism contributes most to achieving 3 of the 17 goals of “Jobs and Economic Growth”, “Responsible Consumption and Production”, and “Life Below Water”, and includes tourism in the “Creating a Sustainable Economy” found in the project under study (Table 4).

Additionally, as shown in Table 4, the Arouca Geopark strategy, or rather, the Paiva Walkways, meet several objectives of sustainable development.

As can be seen, the strategy established for Arouca Geopark is in line with Sustainable Development Goals no. 4, 8, 10, 12, 13, 15, and 17, in order to protect geological, natural, and cultural heritage through the creation and preservation of products and activities related to cultural heritage in conjunction with science. This approach contributes to the planning and implementation of sustainable environmental, agricultural, and forestry policies. In addition, through its management model, the Geopark seeks partnerships that promote education for sustainability, dynamization of the territory, socio-cultural revitalization and a sense of belonging, which is achieved through dynamic and active cooperation between public and private partners.

4.3. The Paiva Walkways as an Example of Best Practices in the Development of Green Tourism

According to Hall [32] and Pan et al. [33], there are several strategies and best practices to promote green tourism, such as environmental certifications, public–private partnerships, environmental awareness and education, and community involvement.

Again, the Paiva Walkways fit these assumptions, as can be seen in Table 5. Arouca Geopark and Paiva Walkways in particular have sought and received international recognition, namely as a golden destination in terms of sustainability. Albert Salman, President of Green Destination, congratulated the territory of Geopark Arouca for the recognition of excellence achieved in this certification, stating that the synergies created between local, regional, and national entities are the leverage with which this destination can continue to maintain and strengthen its attractiveness.

It should be noted that the members of the public–private network that manages the Arouca Geopark and Paiva Walkways are public and private organizations. The private sector includes not only commercial companies, but also non-profit organizations. In this way, the main vital forces of the community are integrated, jointly responsible for creating wealth and employment in the region.

5. Conclusions and Implications

The results show that Arouca Geopark, in which Paiva Walkways are integrated, is a sustainable destination that promotes and implements best practices both in terms of sustainability and green tourism and in terms of the contribution they make to achieving the Sustainable Development Goals.

As can be seen from the literature review and the results presented, the Paiva Walkways are designed as a green destination, as the management model aims at a holistic analysis of the territory, taking into account the social, economic, and environmental aspects and forming the focus of the overall development strategy.

To achieve this, the management of Arouca Geopark seeks the active participation of the community in decision making, which is also reflected in the associative model found through the creation of a management entity that integrates partners from the public, private, and non-profit sectors. In addition, as mentioned earlier, the Geopark actively seeks to integrate and comply with all national and international requirements for obtaining environmental certifications that allow the destination to be promoted as sustainable. Since the schools in the region are part of the Park’s management unit, environmental education related to sustainability is part of the curricula, improving the knowledge of future generations of the importance of preserving the cultural and natural heritage.

As defined for green tourism, the Paiva Walkways, integrated in Arouca Geopark, have many benefits for the environment, local communities, and tourists. These benefits include providing important support to local communities, protecting fragile ecosystems, preserving biodiversity, creating jobs and business opportunities, improving working conditions, preserving cultural heritage, and providing authentic and enriching tourism experiences for visitors. Green tourism has a lower ecological impact and allows for a closer relationship with local people and a better understanding of local cultural, social, and environmental issues [37].

For all that has been studied, the management and tourism development system of the Paiva Walkways region can be summarized in Figure 4.

As can be seen, the walkways function as a sustainable tourism system in their economic, socio-cultural, and environmental aspects, with a profound impact on the territory. The results also show us that there are mainly four sectors affected by the system presented, most of them related to the activities there, which adds value to the whole process.

In addition, the Paiva Walkways correspond to the best sustainability practices in terms of green tourism, promoting the participation and involvement of communities in their activities, creating public–private partnerships that add value and share the same values of sustainability, as well as seeking environmental certifications that confirm their interest in the subject. As shown in the results, environmental awareness and education are also part of the Paiva Walkways matrix.

Figure 4 appears as a framework to be followed by policy makers and managers of other territories seeking sustainability as promoters of tourism and area development. Thus, when planning sustainable strategies, it is important to pay attention to the extent to which the community is involved, how the management of the territory works in terms of partnerships, what kind of environmental impacts should be created (or minimized), without forgetting the importance of education for the sustainability of all generations living in the territory. To this end, three groups of impacts must be considered: (I) economic, (II) socio-cultural, and (III) environmental, since these determine the results to be achieved by the strategy, namely in areas such as restaurants, crafts and traditional activities, culture and transport.

This research has practical implications for decision makers, entrepreneurs, and other stakeholders who wish to develop similar projects, of which there are already several dozen in Portugal.

In terms of future research, it would be interesting to understand how demand agents perceive the sustainability of the tourism project and whether the indicators mentioned by the supply side are appreciated by the demand side. As this is a qualitative exploratory study, it is crucial to empirically assess the paths indicated here.

It would also be useful to create a means to closely monitor the dynamics of tourism product walkways, especially in Portugal, where it is becoming increasingly important, and to produce up-to-date statistics to understand the impact on supply and demand.

This study has its limitations, namely the use of secondary data and the fact that it is based on only one case study.

Author Contributions

Investigation, E.C.C.G., R.J.d.C.G. and V.M.P.d.F. All authors have read and agreed to the published version of the manuscript.

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

The raw data which support the conclusions of the current article will be made available on demand.

Conflicts of Interest

The authors declare no conflict of interest.

Footnotes

Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

Figures and Tables

Figure 1. Sustainable Development Goals. Source: [36].

Figure 2. Geographical distribution of walkways in Portugal, Source: [31].

Figure 3. Geographical Framework Map of the Paiva Walkways. Source: [53].

Figure 4. Sustainable Tourism of Paiva Walkways model proposal, Source: the authors.

Table 1

Some Arouca Geopark figures in 2019.

Items	Data
Number of employees	15 (3 geoscientist(s))
Number of Visitors
Tourism Office	4860
Birthing Stones House	32,379
Meteorological Tower	4212
Trilobites Museum	15,000
Paiva Walkways	207,192
Number of Geopark events:	100
Number of school classes realize Geopark educational programs	163
Number of participants	7188
Number of Geopark press release	65

Source: [57].

Table 2

Visitors of the Paiva Walkways between 2016 and 2021.

	2016	2017	2018	2019	2020	2021	2022
% Portuguese	96.70%	93.10%	90.50%	87.40%	90.80%	81.90%	81.20%
% International	3.30%	6.90%	9.50%	12.60%	9.20%	18.10%	18.80%
Total visitors	192,531	243,139	199,464	207,192	105,204	130,194	300,889

Source: Municipality of Arouca (2023).

Table 3

Media selected and used for content analysis.

Media	Media Type	Documents/Pages Reviewed
Notícias de Aveiro	Newspaper (online)	25
Arouca Geopark	Website	32
Passadiços do Paiva	Website	10
Câmara Municipal de Arouca	Website	6
Turismo Porto e Norte	Website	15
Freguesia de Moldes	Website	12
ADRIMAG	Website	48
Scopus	Database	12
WoS	Database	15
Total		175

Source: Elaborated by the authors.

Table 4

SDG framework in Arouca Geopark’s strategy.

Arouca Geopark Objectives	SDG Goals
Enhancing the geological heritage and the remaining natural and cultural heritage	SDG13—Take urgent action to combat climate change and its impactsSDG15—Protect, restore, and promote the sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertification, halt and reverse land degradation, and halt biodiversity loss
Stimulating activities and products for a territory of science	SDG12—Ensure sustainable consumption and production patterns
Promote quality and contribute to the planning policies in the area of environment, agriculture, and forestry	SDG12—Ensure sustainable consumption and production patterns
Promote education for sustainability	SDG04—Ensure access to inclusive, quality, and equitable education and promote lifelong learning opportunities for all
Promote a geotourism approach with particular emphasis on the qualification, organization, promotion and commercialization of its strategic tourism products	SDG8—Promote inclusive and sustainable economic growth, full and productive employment, and decent work for allSDG15—Protect, restore, and promote the sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertification, halt and reverse land degradation and halt biodiversity loss
Promote a territorial dynamic, socio-cultural engagement, and strengthen the sense of belonging	SDG10—Reduce inequalities within and among countries
Strengthen and boost cooperation, partnerships, and networking	SDG17—Strengthen the means of implementation and revitalize the Global Partnership for Sustainable Development

Table 5

Green tourism strategies and best practices.

Best Practices for Green Tourism	Best Practices for Paiva Walkways
Environmental certifications	Integrates two international certification standards: the European Charter for Sustainable Tourism, of which it has been part since 2013, and the Charter of the European and Global Geoparks Network (Good Travel Guide, 2020)Top 100 Sustainable World Destinations of 2020 (Good Travel Guide, 2020)Gold Grade sustainable destination by the Green Destinations Award program
Public–private partnerships	Participation in the project, Atlantic Geoparks of Interreg Atlantic AreaCollaboration in the training offer on Natural Heritage of the Senior Academy of AroucaCollaboration on third Summer Training Course with UTAD (UNIVERSITY) as UNESCO Chair on Geoparks, Sustainable Regional Development and Healthy LifestyleManaged by AGA—Arouca Geopark Association, which includes 52 effective members, 7 public and 45 private
Environmental awareness and education	163 school classes with 7188 participants (GGN/EGN, 2019)Schools of Arouca as an integral member of the Destination Management Association; 5000 students participate in activities each year
Community involvement	Promotion of local businesses, traditions, and customs with the involvement of the whole community, namely through the organization of events with and for the community (Arouca Geopark, 2023d)

Source: adapted of [32,33,57,67,68].

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