The byword for tourism for the next decade should be “spread out.” As we heard from Italy’s minister of tourism at this year’s WTTC summit in Rome, Italy isn’t over touristed. Rome is over touristed. Florence is over touristed. And above all, Venice is over touristed.
But that, by her calculation, is just 4% of her country, by some metrics, the most popular tourist destination on the continent. The same goes for France, Spain, Portugal…