Slow tourism surge revitalizes Italy's small villages

Tourism to Italy's lesser‑known villages is growing rapidly, driven by a “slow tourism” model that favors longer stays in low‑traffic locations. An analysis of more than 7,300 bookings shows the average length of stay in these towns rose by 46% to 3.44 days, while average spending per reservation jumped 74% from €269 to €469.

The Molise region has emerged as a leading example, with neighboring Abruzzo and Basilicata also seeing significant visitor increases. In the southern Cilento area, local officials highlight a combination of natural assets, traditional products and new infrastructure—such as water‑storage reservoirs—to support a self‑sustaining tourism economy.

These trends are seen as a way to counter rural depopulation, spreading economic benefits more evenly across the Italian countryside.