Visit Italy presents Luminous Destinations, a new initiative launched together with the Tourism Observatory Report, for ten Italian sustainable destinations.
A change of perspective
The choice has fallen on these ten destinations considered more balanced, conscious and sustainable models of tourism. “With Luminous Destinations, we want to shine a light on areas that demonstrate that tourism can create value without distorting the places themselves. It is not an automatic response to overtourism, nor is it a list of ready-made alternatives. It is a change of perspective. If the well-being of communities grows, so does the quality of the experience for travellers,” explains Ruben Santopietro, CEO and founder of the Visit Italy cultural platform.
From the Alps to the port of Genoa
The selection of the ten destinations is based on a combination of tourism data analysis, the observation of travel behaviour, and an evaluation of local policies. In northern Italy, Livigno in Lombardy is an Alpine destination that promotes sustainability, mobility and responsible hospitality while Genoa, the capital of Liguria, is an example of a layered and authentic city, with its port, culture and historic districts.
History, art and slow tourism
In central Italy, Viterbo, in Lazio, stands out as one of the best-preserved medieval centres in Europe, with a strong historical and thermal identity. Arezzo, in Tuscany, ranks as a city of art and manufacturing, combining Renaissance heritage with living artisan traditions, while the Marche town of Cingoli is known as the “balcony of the Marche.” a symbol of slow tourism and quality of life.
Spirituality, music and crafts
Among the islands, the towns of Monreale in Sicily, with its art, spirituality and landscape surrounding the UNESCO World Heritage Cathedral, and Borutta, in the Sardinian hinterland, are destinations with archaeology, spirituality and rural landscapes. Oratino is a medieval village in Molise that protects its intangible sculptural and musical heritage, while Gerace, in Calabria, is an example of tourism linked to history, craftsmanship and the Aspromonte area. In Basilicata, Castelsaraceno is an Apennine village that promotes nature, engineering and landscapes.
Tourists exceeded 479 million in 2025
In 2025 tourist numbers in Italy exceeded 479 million, positioning Italy among the best performers in Europe. At the same time, Italy has the highest level of tourist saturation on the continent. Foreign arrivals now account for over 55% of total tourist flows, and they are staying longer and spending more: the average stay now 3.6 nights and the average expenditure per traveller of €930, for a total expenditure of over €60 billion.
Some 65% of travellers book online
Figures are showing slight signs of a shift away from hit-and-run tourism in favour of longer, higher-value stays. The report also highlights a change in the way people plan their trips. Sixty-five per cent of travellers book online, a percentage that rises to 79% among Gen Z visitors, while artificial intelligence has already entered the decision-making process of one in three tourists.
