A growing number of travelers in Italy are looking beyond crowded landmarks and famous seaside resorts, choosing smaller communities where local traditions, craftsmanship and everyday life remain visible. This trend, known as undertourism, is transforming lesser-known villages, mountain communities and inland territories into appealing alternatives to destinations affected by overtourism.
During the summer quarter of 2026, 21.3% of vacationers included experiential activities such as visits to artisan workshops, farms and production sites in their travel plans. That represents a major increase from 7.6% in 2019. Across the entire annual tourism market, these experiences now account for 8.1% of travel activity.
