Abstract
This chapter explores the resilience of destinations in crisis by examining the unique case of Lunigiana in Italy. This case represents an outlier as it was one of the few places that, during COVID-19, maintained higher tourism numbers compared to previous years and neighbouring destinations. The focus is on strategies the destination adopted, and their benefits for sustainable tourism development. The tools used to gather information were semi-structured interviews with local stakeholders and municipality leaders involved in destination management and marketing initiatives integrated with secondary data from different sources.