Italian tourism shifts toward slow travel and authentic local experiences

Tourism trends in Italy are shifting toward authenticity and slow travel, with a growing preference for family-run hospitality over all-inclusive resorts. Travelers, particularly those under 40, are seeking experiences that offer a connection to the local territory, characterized by human relationships and artisanal details rather than standardized services.

In the Abruzzo regions of Martinsicuro and Villa Rosa, operators report that the 2026 season is maintaining levels seen in previous years. Simone Tommolini, president of the local Tourism Operators Association, notes a change in consumer habits: stays are becoming shorter, bookings are being made closer to the travel date, and there is a rising interest in exploring the inland areas, local gastronomy, and traditions beyond the beach.