Italy’s “99% of Italy” Campaign
Italy is inviting visitors to uncover its hidden gems through the “99% of Italy” campaign. Instead of crowding cities such as Venice and Rome, travelers are encouraged to explore charming villages like La Marche and the historic hamlet of Sorano. According to Dr. Ruben Santopietro, CEO of Visit Italy, this initiative not only eases pressure on popular sites but also highlights the nation’s authentic and often overlooked regions.
Japan’s “Undertourism” Approach
In Japan, InsideJapanTours is tackling overtourism by offering itineraries that combine iconic attractions with lesser-known areas such as Toyama. This thoughtful approach, known as “undertourism”, helps preserve local culture, supports rural communities, and creates a richer, more balanced travel experience.
The Faroe Islands’ Mystery Touring Concept
The Faroe Islands are taking a proactive stance by introducing their innovative Self-Navigating Car. This concept guides visitors along mystery routes designed to distribute foot traffic more evenly, protecting the natural environment while offering travelers a unique and stress-free way to discover the archipelago. It reflects the rising appeal of decision-free holidays that prioritize both enjoyment and sustainability.
A Broader Movement Toward Sustainable Tourism
Together, these efforts represent a growing shift within the travel and hospitality industry toward sustainable and enriching tourism. By inviting travelers to explore the road less traveled, these destinations are ensuring a more authentic, rewarding, and environmentally responsible journey for the future.
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Photos Source: Presentation Intelligence
