Fuori Rotta: sustainable tourism off the beaten path

Rethinking sustainable travel

Every year in September, Milan turns its eyes to sustainability for Green Week, pushing companies, communities, and individuals to take better care of the planet and its resources.
But what does sustainability really mean today?
Last year, we partnered with two organizations that run tours in Italy and Greece – Orma Guides and Greeking.me – to understand how travel and sustainability can move side by side. 

Discovering hidden and local experiences

Fuori Rotta was an experience designed to go beyond the idealized concept of “responsible travel” and turn it into something tangible. Taking place across Rome, Milan, Florence, and Athens, the initiative invited travelers and locals alike to explore a more conscious and authentic way of discovering the cities they live in or that they travel to, one that values connection over consumption.
This is why we organized a guided urban tour in every YellowSquare, bringing anyone who joined to the hidden and greener sides of each destination. Rather than following traditional tourist routes, participants were led through lesser-known neighborhoods, local projects, and community-driven spaces that shape the identity of each city. Through these experiences, both guests and locals had the chance to meet the people, communities, and organizations that actively contribute to making cities more inclusive, sustainable, and (most importantly) alive. 

From urban tours to community connection

The experience didn’t stop with the tours. Back at YellowSquare, each day continued with sustainability quiz shows, live music, and DJ sets, transforming learning into something interactive and social. These moments created space for exchange, between travelers and locals, between different perspectives, and between ideas of what tourism can and should be.

Making sustainable tourism engaging

At its core, Fuori Rotta is about shifting perspective. Sustainable tourism is not just about reducing impact, but about building meaningful connections with places and people.
By bringing together exploration, education, and community, the project shows that responsible travel can be engaging, inspiring and genuinely fun.