"In this way ecotourism stimulates consumption, it increases business presence in the market and boosts local economies and traditional food and products," Gisotti said.

Companies related to the "green economy" - not just in tourism but in all economic sectors - represent 25 percent of all firms in Italy, according to data released by the Environmental Ministry last year. Almost 40 percent of new jobs at national level are linked to the "green" investments.

"From this point of view Italy ranks among the best in Europe, with countries such as Norway or Sweden" Gisotti said.

Giampiero Sammuri, president of the Federparchi organization, also said "if Italy's spread was based on biodiversity rather than bonds rating, we would be the 'Germany' of Europe."

Federparchi represents the managing authorities of all 871 parks and natural protected areas in Italy.

"In these areas we have more than 57 thousand animal species and 5,600 plants species, of which 600 are endemic to our country: this is not just an environmental heritage but an economic treasure," Sammuri said.

National parks and protected reserves also include 1,700 villages, almost 300 castles, 300 churches and historical sites, and 150 museums.

Yet those resources could be put to much better use. "Despite the good picture, the truth is that Italy is not doing much to take advantage of its own resources. The high number of visitors and growing revenue are the results of good will and inventiveness of some local authorities" Gisotti said.

The country still lacked a national comprehensive policy, Gisotti explained. Some regions and cities, especially in Southern Italy, are not yet able to valorize their natural potential, he added.