First came the staycation, then the workcation and the daycation. But 2026 is shaping up to be the year of the whycation, which means travel with a purpose. It means no longer asking where to go, but looking for experiences that feel personal and authentic, quiet escapes to recharge, nostalgic family journeys or places to pursue a passion.
One of the key trends is Hushpitality which is the search for sweet silence and simplicity and nowhere fits this new mindset better than Italy. Beyond the big art cities and tourist hubs, it offers endless possibilities for the whycationer, from the gentle hills of the Marche to the medieval calm of Umbria’s villages, the culinary prowess of Emilia-Romagna, and the quiet coastlines of Calabria and Basilicata, Places where it is possible to slow down, savour local life, and reconnect with oneself and with others.
Many Italian travel professionals have already put this type of experience in their programmes, so 2026 is going to be the year not of getting away, but of coming back to what matters. The whycation is here, and Italy is already leading the way.
Pamela McCourt Francescone
Executive Editor
