Italy sees shift toward experiential tourism in local villages

Italy is seeing a shift in tourism trends toward experiential travel, where visitors prioritize immersive activities and local craftsmanship over traditional sightseeing. This trend is particularly evident in small Italian villages (borghi), which are evolving from mere scenic destinations into active communities offering workshops in trades such as goldsmithing and silk spinning.

The network of ‘I Borghi più Belli d’Italia’ has grown to over 380 associated towns. In 2025, these locations recorded more than 7 million arrivals and approximately 22 million overnight stays, supported by an increase in accommodation capacity, particularly in southern Italy. This growth highlights the economic importance of small centers, which in some regions generate over a quarter of local tourism consumption.

Parallel to this, local businesses like the MondoMelinda store in Val di Non are adapting to the demand for authenticity. By transforming retail spaces into hubs for community interaction and education, these establishments allow tourists to connect directly with local producers and the origins of regional products.