Among the destinations included in the Smarties for SMEs project, Italy is an ideal choice for those seeking the conscious, authentic luxury of unique experiences fusing culture, nature and well-being.
Italy has always been one of the most popular tourist destinations in the world. Every year, it charms millions of visitors with its exceptional range of history, culture and landscapes. Cities such as Rome, Florence, Venice, Milan and Naples are full of unmissable art, history and culture, while enchanting places like Sicily, the Amalfi Coast, Lake Como and Lake Garda round off the tourist experience with a unique blend of natural beauty and local traditions.
Italy is also an ideal destination for those looking for nature and adventure thanks to its varied landscape, ranging from Alpine peaks to the rolling hills of Tuscany, and from Mediterranean beaches to the crystal-clear water in its lakes. Visitors from all over the world travel to Italy not just in summer but all year round, underlining its status as a top choice for authentic, unforgettable experiences.
A new approach to tourism
Slow tourism is proving increasingly popular with travellers who want to take it easy and enjoy authentic experiences, away from the hustle and bustle of big tourist destinations. According to the 23rd edition of the Ipsos and Europ Assistance Holiday Barometer (an annual survey that analyses tourism trends and the preferences of travellers), 78% of Italians are very interested in the approach. In addition, almost three quarters would be prepared to explore less conventional destinations in order to avoid the overcrowding typically found in more popular locations. The situation is similar on the international stage, with 65% of British, 51% of French and 49% of German travellers picking Italy as their top choice for slow tourism.
Italy is one of the destinations included in the SMARTIES for SMEs project, not to mention a perfect setting for more sustainable, innovative tourism. The project provides support for travel and tourism SMEs looking to adopt sustainable approaches and digital solutions, in order to promote more responsible and accessible tourism. For instance, tourists might opt to immerse themselves in local traditions by taking walking or cycling tours with expert guides who tell them stories and legends. Alternatively, they might explore vineyards and farms, where they can not only sample traditional products but also learn about sustainable production processes. Bringing travellers into close contact with local culture and nature, these experiences raise awareness about the importance of preserving the environment so that its beauty endures.
Meanwhile, the concept of luxury tourism has evolved. Ostentation has made way for personalized experiences that combine comfort and sustainability. Staying in luxurious homes is just one of the vast array of options available in Italy. Tourists can discover the local culture, stay in historic villas that have been converted into boutique hotels, or take private trips to exclusive locations. Luxury in Italy today is about not only comfort, but also awareness and a perfectly balanced blend of well-being, culture and pleasure.
Doing things on a whole new level
Many tourist facilities are embracing innovative approaches that go beyond mere comfort and also encompass sustainability, authenticity and social responsibility. Borgo Egnazia in the heart of Puglia provides the Smarties for SMEs project with a concrete example of how hospitality can go hand in hand with commitment to the local community, sustainability and protecting traditions.
To turn tourism into a truly regenerative experience, it is essential to take measures that go beyond providing services for guests and actively involve the local community. Two of the most effective ways to do this are giving artisans from the area an active part to play, and using locally sourced raw materials and ingredients. These methods can not only preserve but also promote a region’s cultural identity. They create a strong bond between visitors and the place in question, offering something far more authentic than traditional tourism could ever provide.
Cuisine is another crucial cornerstone of the transformation process: using fresh, local ingredients whenever possible not only enhances the culinary experience, but also supports the local agricultural economy and has a positive impact on sustainable development.
Another key way to strengthen the local community is collaborating with local vocational schools, in order to provide training and job opportunities for young talents. It is a strategy that can help to develop human capital and propel a virtuous growth cycle in which tourism not only drives the economy, but also enriches the local social and cultural fabric.