LAUSR

The emergence of globalisation and the removal of obstacles between markets have heightened rivalry between territorial areas. To have a competitive advantage, the regions have to be unique. As one of the tactics used to boost their reputation on a territorial level, territories are progressively adopting environmental policies for sustainable and shared prosperity. Indeed, effective management of urban growth depends heavily on sustainable development. In this regard, the literature occasionally refers to the “green branding” of cities, a strategy that makes use of environmental aspects to boost the allure of metropolitan environments. There is currently little consensus in the literature on the measuring of environmental performance, and no statistical study has been done to confirm the efficacy of these measures in terms of territorial competitiveness. Therefore, it is important to determine whether there is a relationship between a territory’s level of sustainability and competitiveness in Italy. According to the statistical analysis of the Italian provinces, the Northeast, Northwest, Centre, and Islands are the four geographical regions with the highest average scores. This unquestionably indicates a basic comprehension and supports the notion that there is a relationship between the two variables. However, it also serves as a warning about how geographical disparities in Italy represent a major issue affecting the most diverse sectors. In addition, the COVID-19 pandemic problem has drastically altered consumer demands and goals, leading consumers to seek out more sustainable travel and cities that are designed with citizens’ requirements in mind. It will therefore become more and more important to research how public and private administrators, as well as policy makers, react to these changes.