Italy’s Bold New Vision For 2026 Sees An Exciting Shift Toward Promoting Lesser-Known Regions And Providing Travelers With Authentic, Untouched Italian Experiences

Published on December 15, 2025

Italy is embracing a new tourism strategy with the “Luminous Destinations 2026” initiative, aimed at highlighting the country’s lesser-known regions. This shift is designed to alleviate the strain of over-tourism on popular destinations, offering travelers the chance to explore unspoiled areas rich in culture, history, and natural beauty. By focusing on regions like Puglia, Sardinia, and Cortina, Italy hopes to spread tourism more evenly across the country, ensuring a more sustainable future for its tourism industry while providing visitors with authentic, unique experiences.

The Italian Tourism Board (ENIT) is shifting its focus towards promoting Italy’s lesser-known regions, aiming to reduce the pressures of over-tourism on popular destinations. This initiative is part of the broader strategy to promote a more sustainable tourism model, emphasizing the beauty and culture of areas that remain largely undiscovered by tourists.

One of the key projects under this plan is the “Luminous Destinations 2026” campaign, which aims to highlight the 99% of Italy that remains unexplored by most visitors. The campaign will shine a light on several regions, including Puglia, Basilicata, Le Marche, Abruzzo, and Sardinia. This initiative aims to spread tourism beyond Italy’s famous landmarks, directing visitors to areas that are rich in history, culture, and natural beauty but have not yet reached the same level of tourist traffic. This is in response to the growing concern about the impact of mass tourism on Italy’s most popular destinations.

A significant milestone for ENIT’s efforts will be the upcoming 2026 Winter Olympics, hosted by Milan and Cortina d’Ampezzo. These two cities, located 420 kilometers apart, will play a central role in showcasing northern Italy’s cultural and outdoor offerings. Milan, known for its fashion and art, and Cortina d’Ampezzo, famous for its skiing and hiking opportunities, are seen as prime destinations for attracting both winter sports enthusiasts and luxury travelers. The Olympics will provide the perfect platform to highlight this region’s diverse appeal, with plans to create a seamless travel experience between Milan’s urban elegance and Cortina’s alpine charm.

Italy’s tourism industry continues to thrive, with the country recently named the top destination for luxury travelers in 2025 by Virtuoso. Over the past decade, Italy has experienced a 17% increase in overnight stays, signaling the steady growth of the luxury tourism sector. Italian luxury is rooted in family traditions, personalized experiences, and intimate, high-quality accommodations, which continue to attract affluent visitors from around the world.

Italian luxury hotels are also making their mark globally. Small Luxury Hotels of the World (SLH) and Design Hotels boast their largest number of properties in Italy, while Relais & Châteaux is expanding its presence in the country. This further emphasizes the country’s growing appeal to travelers seeking exclusive and high-end travel experiences. The uniqueness of Italy’s hospitality lies in its attention to detail and its ability to provide unforgettable, bespoke services that cater to the most discerning guests.

Rome is currently undergoing a transformation in its hospitality sector, with several new luxury hotels set to open in the coming years. Notably, the Mandarin Oriental is scheduled to debut in 2026, and a Four Seasons hotel is also under development near the Vatican City. These new openings will strengthen Rome’s position as one of the most sought-after destinations for luxury tourism. Rome’s rich history, combined with the influx of new high-end accommodations, will further cement its reputation as a city that offers both cultural significance and exceptional hospitality.

Foreign visitors represent 51% of arrivals in Italy, with a substantial portion coming from the United States. ENIT plans to engage this market by encouraging travelers to fully immerse themselves in the Italian way of life. Through various marketing initiatives, the tourism board aims to deepen the cultural connection visitors have with Italy, inviting them to explore beyond the typical tourist sights and discover local traditions, cuisine, and hidden gems. This approach aims to create more meaningful travel experiences, allowing visitors to engage with Italy in a way that fosters a deeper understanding and appreciation of its rich heritage.

In addition to attracting visitors to Italy’s more rural and less-visited destinations, ENIT will also collaborate with other Mediterranean tourism boards to create synergies that will benefit the entire region. By working together, Italy and its neighbors aim to capture the growing market of luxury travelers seeking exclusive Mediterranean experiences. This collaboration has been a cornerstone of Italy’s tourism strategy in markets like Australia, where the Italian National Tourist Board has long worked with European and British counterparts to promote the broader Mediterranean as a premier luxury destination.

Italy’s tourism strategy is evolving to balance the need for economic growth with sustainable practices. By promoting lesser-known destinations, strengthening its luxury offerings, and focusing on deeper cultural connections, ENIT aims to ensure that tourism benefits the entire country while preserving its most cherished regions. The upcoming Winter Olympics will provide an ideal opportunity to showcase the diverse appeal of Italy, from its rich urban culture to its stunning outdoor landscapes, helping to make 2026 a pivotal year for the country’s tourism industry.