Background Efforts to improve the environmental performance of tourism businesses in north-east Italy remain largely embryonic, and initiatives are required to help increase awareness in the tourist sector about options for reducing green house gas emissions. Examples of good practice that offer opportunities include ‘zero miles’ and CO2 labelling. Objectives The main objectives for this project focus on improving the environmental footprint of tourism businesses located in the rural territories of two nature protected areas of Italy: the Parco del Delta del Po (within Emilia-Romagna), and the Parco Nazionale del Gran Sasso e Monti della Laga (within Lazio). Improvements will target transport systems and tourist services. Particular actions will aim to demonstrate the cost effectiveness and technical feasibility of climate-friendly approaches for rural tourism businesses, including accommodation providers and restaurants. This will involve monitoring and assessing greenhouse gas emissions linked to food production. Transport inputs and impacts will be carefully monitored to verify ‘food miles’ and help clarify the scope for introducing eco-branding methods for tourism services as an incentive to enhance the environmental performance of tourism businesses located in nature protected areas. Expected results: Increase of tourist numbers in nature protected areas. By diversifying tourist flows away from traditional seaside and ski resort destinations environmental pollution in those areas will be reduced; Raised awareness about CO2 emissions linked to tourism among 50 service suppliers and 1 000 visitors; Development of tool kits for suppliers of tourist services operating inside nature protected areas; Development of models of 'best practices' for sustainable rural tourism in each of the two project areas; Dissemination of the suggested rural tourist models at local, national and European level through the project partners' networks.