According to the European Travel Commission, 11% of travellers now prefer quieter destinations, up from 7% percent last year. And, as the heat (quite literally) rises, Italy is rethinking how to use green activities to attract more travellers during the cooler months of the year.
With scorching summers now the norm, more and more visitors are skipping the peak months and heading to Rome, Florence, Venice and Milan when its cooler to find fewer crowds, better prices, and a more authentic pace of life. And with the focus on easing overcrowding, the great art cities are turning to green itineraries that encourage the exploration of lesser-known neighbourhoods.
Like Rome, which is now pushing self-guided nature walks, Florence which has launched new cycling routes in its parks, and Milan which is inviting visitors to discover quieter corners like the Prada Foundation, a 19th-century gin distillery which is now a museum.
The message is clear: travel to Italy doesn’t need to stop when summer ends. For the savvy traveller it’s no longer about chasing sizzling summers but taking time to discover how relaxing and beautiful the, more often than not, sunny Italy’s off-season months can be.
Pamela McCourt Francescone
Executive Editor
