Italian tourists are learning to escape overtourism

Italy has always attracted visitors from all over the world – often too many, as demonstrated by the recent phenomenon of overtourism. However, while the most famous art cities such as Rome, Florence, and Venice remain crowded with tourists, a shift is occurring among Italian travelers themselves: a trend pushing them to seek out more authentic and less-traveled destinations. A recent survey conducted by MEININGER Hotels, in collaboration with Appinio, has revealed key insights into Italians' new travel preferences, showing a strong inclination towards exploring lesser-known corners of the country. The survey, conducted between February 20 and 24, 2025, on a representative sample of 1,000 Italians, confirmed that tourism in Italy is changing. Italians are increasingly seeking authentic experiences, away from the crowds, and are inclined to discover lesser-known places rich in culture and tradition. This trend of "countercurrent tourism" is reshaping the travel landscape in the country.

One key aspect emerging from the study is that 54.6% of Italians prefer discovering less crowded and more authentic destinations over conventional tourist routes, seeking experiences that reflect the true essence of the places they visit. In fact, 51.4% of respondents stated that they want to learn about the local culture and traditions during their trips. It’s not just about visiting a place but living it like a local, a preference expressed by 31.8% of those surveyed. It’s not only about seeing but fully immersing oneself in the experience, to the extent that 53.5% of respondents choose to explore their destinations on foot to enjoy the authenticity of each location. When it comes to discovering new places, Italians also rely heavily on word of mouth: 43.3% gather information by asking locals directly, while another 37.4% prefer to rely on recommendations from hotel staff. Additionally, 51.3% of respondents trust online reviews, but a significant portion (48.7%) still prefers direct advice from friends and family.

Food remains one of the most beloved aspects of travel. In a country where gastronomy is an integral part of the culture, 33% of Italians stated that they seek local culinary experiences as one of the primary motivations for choosing a destination. Alongside this, 30% appreciate experiences in gardens and parks, while 28% consider local traditions such as festivals and fairs a key element of an authentic experience. Curiosity about a destination’s history is another important factor, with 36% of respondents eager to delve deeper into the historical roots of the places they visit. As for the starting points of these explorations, 66.3% of respondents prefer accommodation that allows easy access to major points of interest. The choice of neighborhood also plays a crucial role: 34% prefer accommodations in quiet central areas, while 23.3% opt for peripheral districts with good transport connections—it's no coincidence that the slogan of MEININGER Hotels, the study’s promoters, is "step out and explore."

Moreover, included breakfast remains a must-have for 62.1% of Italians, emphasizing that starting a day of exploration is increasingly seen as an experience to be enjoyed. Another interesting trend is the growing demand for accommodations that are family-friendly (preferred by 14.9%) and pet-friendly (preferred by 13.7%), confirming that Italians are increasingly inclined to travel with family and pets. Another significant finding from the research is the desire to avoid crowds. A total of 31.1% of Italians prefer traveling during the off-season, when cities are less crowded, prices are lower, and the experience is more authentic—marking the rise of a new travel mindset that prioritizes the quality of experience over a destination’s popularity.