This paper delves into changes in green tourism competitiveness between Italian provinces within the European market, focusing on the period before and after the COVID-19 pandemic. A spatial Shift-Share Analysis assesses the green competitiveness performance of Italian regions during the two periods, providing a foundation for investigating the determinants of post-pandemic competitiveness’ change through a Continuation Ratio Mixed-Effect Model (CRMEM). Results reveal a reshaping of Italy’s green tourism sector, where lesser-known destinations have gained recognition while prominent destinations struggled due to insufficient specialization. Notably, environmental quality emerged as a cornerstone for fostering competitiveness, appealing to eco-conscious travelers seeking authentic, sustainable experiences. On the other hand, heavily visited regions faced difficulties adapting to changing preferences, revealing the challenges of balancing popularity with sustainability.