Digital transformation and return tourism trends in Italy

Italy is experiencing shifts in travel patterns driven by both cultural heritage and technological advancement. In Calabria, the concept of “return tourism” is gaining momentum. This phenomenon involves individuals of Italian descent living abroad or in northern Italy returning to their ancestral villages to reconnect with their origins. In the province of Vibo Valentia, the town of Capistrano has seen an increase in visitors, particularly during local religious festivities such as the feast of San Rocco.

Simultaneously, artificial intelligence is reshaping how travelers plan their trips. Experts note that AI is moving beyond simple information aggregation to creating highly personalized travel programs. These digital agents can process complex requirements—such as specific climate needs to escape extreme heat, pet accessibility, and altitude—to suggest destinations that meet precise criteria. This evolution toward “co-intelligence” allows for a collaborative relationship between human preference and machine-driven data analysis in the tourism sector.