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…

The Milan Cortina 2026 Olympic and Paralympic Games are a major topic of discussion, and it is now time to consider the impact, beyond the official proclamations, they may have on inbound tourism in Italy. The most optimistic target foresees the growth of tourist spending in the order of €1…

It’s not just Tuscany: the eternal love story between British travellers and Italy, the cradle of fine arts, knows no bounds. In fact, cross-Channel travellers are increasingly choosing other regions, from Puglia to Calabria, also thanks to targeted flight schedules. At the top of the list we find Veneto (naturally…

More international visitors, from Europe but also from overseas. The city of Rimini illustrated its new growth ambitions at the presentation of the campaign "Rimini 4 Seasons Collection. More than a city. More than a destination" from VisitRimini. Figures show that in 2024 “Rimini and its province recorded 3.7 million…

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…

One thing is sure. Travellers are looking for ever more immersive experiences, and agencies and tour operators depend on DMCs to provide direct contact with local communities as well as exclusive access to products. The DMCs’ role has evolved significantly, and today, even in Italy, one of their key missions…

At a time when tourism is increasingly demonized for its environmental and social impact, Jane Gooddall, primatologist and a lifelong advocate for both people and the planet, who died recently, offers a powerful reminder of the industry’s potential for good when managed responsibly. “The travel industry, and especially I’m thinking…

Generation 35+, aka the Millennials, is quietly emerging as an increasingly influential and lucrative travel sector. Traveling with no children and often solo, they bring something every destination dreams of - independence, flexibility, and an open-ended travel budget. With no school holidays shaping their schedules, they can book shoulder-season city…