“new needs” of the citizens of the developed world (or at least of its free part), for whom quality of life, broadly understood, seems to be among the new priorities. The agri-food and tourism sectors are not excluded from this trend, and indeed are key players, all the more so when they are linked together, as in the case of food and wine tourism: the need to “travel responsibly” does not in fact concerns only the reduction of the energy impact of means of transport and the respect for the territory, but also the preference for crops and food process techniques (and therefore, for what is more relevant here, wine-making) which are more sustainable. Furthermore, wines and other agri-food products derived from these more sustainable farming and processing techniques are not only appreciated on their own, but are also the “ambassadors” of their territories, to which they attract those new tourists who are more sensitive about the environment and the future of our planet. II. THE REASON WHY INTELLECTUAL PROPERTY AND THE MARKET ARE CRITICAL FOR SUSTAINABLE GROWTH, INCLUDING IN THE WINE INDUSTRY. 2. However, it seems hard to imagine that the albeit massive public investments envisaged will be sufficient to achieve this result. Just as in the containment of the Covid-19 emergency, so too in the eco-transition process it is necessary to avoid dogmatically pitting the value of environmental sustainability against those of development and growth. Here, too, one of the decisive turning points in this dutiful reconciliation therefore lies in intellectual property rights, which have always been a key factor in the growth of our societies and therefore also in today’s sustainable growth challenge, which, if it is not to remain a utopia and not to result in wasted resources, must necessarily resort to market tools, because it is only through the latter that you can both encourage compliance with environmental standards and select the most cost-effective, and therefore economically justified in terms of cost-benefit ratio, measures to implement them effectively and widely. In fact, intellectual property protection results in a tool that allows the market, and specifically entrepreneurs, to manage the available resources and externalities (positive and negative) of their economic action efficiently and according to a pro-competitive approach, thus enabling rapid and concrete responses also to achieve the goal of sustainable development. 108 CESARE GALLI
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