Green Line Tours revamps in a more selective and informed market.
A more informed demand for sightseeing
2026 is shaping up to be another positive year for inbound tourism with a few caveats, and CEO of Green Line Tours, Emanuele Orlando Desideri, says it's important to view the Jubilee without the hype. "It generated huge visitor numbers but also led to concentration rather than a broad distribution of value. We’re seeing a more selective and informed demand for sightseeing. The urban experience is growing, but with greater focus on accessibility and products such as Hop-On- Hop-Off become strategic as they allow us to manage visitor flows in an orderly manner and respond to individual and last-minute demand.”
Last-minute bookings are on the rise
The United States remains the key market for organised sightseeing, “with solid, high-quality demand. The Gulf markets are also very interesting, geared towards private and premium services, and there are positive signs from Asia, particularly Korea and South-East Asia, which show a growing preference for flexible and well-structured experiences.” International tensions are leading to a more cautious attitude among travellers, “but Italy continues to be perceived as a safe and attractive destination. This translates into more flexible and responsive demand for sightseeing, with a preference for easily adaptable services. Last-minute bookings and the use of digital channels are on the rise which particularly favours products such as Hop-On-Hop-Off, which lend themselves to being purchased even during the stay and perfectly meet the contemporary traveller’s need for flexibility.”
Objectives and strategies
Green Line Tours aims for “balanced growth, with a strong focus on the quality of sightseeing services. We are investing in vehicles, training and content, but also in product development: Hop- On-Hop-Off, for example, is no longer just transport, but a genuine tool for discovery, enriched by multilingual storytelling and integration with themed experiences.” By 2026, the operator had expanded its sightseeing offering with small-group experiences, themed tours and alternative itineraries, also promoting less crowded destinations. “At the same time,” adds the manager, “we have evolved existing products, integrating services such as the Hop-On- Hop-Off with richer content and experiential combinations.”
New and reimagined products
Efforts to launch new products have paid off: “Demand from Anglo-Saxon markets is growing and increasingly focused on quality and authenticity. In this regard, even established products such as Hop-On-Hop-Off have been reimagined to offer a more refined experience, with greater attention to content and user experience, in line with the expectations of an increasingly discerning customer.”
