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Experiential tours in Italy

Experiential tours in Italy in continuous growth: some numbers

Il experiential tourism it's a strong growing trend in Italy, with an ever-increasing number of travelers wanting to experience an authentic immersion in local culture and traditions.

What is meant by experiential tourism?

Experiential tourism goes beyond simply visiting monuments and tourist attractions. It is a journey that involves all the senses, allowing the tourist to live a unique and memorable experience. Experiential tours can include activities such as:

  • Local food and wine tastings
  • Craft workshops
  • Visits to museums and archaeological sites with expert guides
  • Trekking and outdoor activities
  • Stays in farmhouses and farms

The success of experiential tourism in Italy is confirmed by the data:

  • In 2023, 60% of foreign tourists chose Italy for an authentic experience.
  • The value of experiential tourism in Italy is estimated at 20 billion euros.
  • The growth of the sector is expected to be +10% per year in the coming years.

Experiential Tourism in Italy: trends and original proposals

The experiential tour proposals in Italy are truly endless and suitable for all tastes and budgets. Here are some emerging trends:

  • Focus on sustainability: The demand for eco-compatible tours that enhance the territory and its resources is growing.
  • Immersive experiences: Travelers want to have experiences that involve them firsthand, such as taking part in a cooking class or a grape harvest.
  • Personalized tour: Travel agencies offer tailor-made packages to meet the needs of each individual customer.

A virtuous example: IOBUS

JOBS is a virtuous example of a tour operator that offers innovative and engaging experiences. On board open buses, tourists can explore the cities of Rome, Milan, La Spezia and Matera, with the possibility of customizing their itinerary thanks to a digital guide in 8 languages. IOBUS also offers thematic tours for children, walking tours and itineraries to discover the area.

Experiential tourism is a winning formula for the future of tourism in Italy. An opportunity to enhance the excellence of our country and offer travelers a unique and unforgettable experience.