Now Italy Stands Together with Japan, Portugal, New Zealand, France, Costa Rica to Boost Slow Travel and Fight Overtourism, New Updates You Should Know

Wednesday, July 9, 2025

Slow travel is no longer just a buzzword—it’s becoming a powerful movement reshaping global tourism. In a significant shift, Italy now stands together with countries like Japan, Portugal, New Zealand, France, and Costa Rica to champion slower, more meaningful ways of exploring the world.

These nations are joining forces to boost local economies, protect cultural heritage, and tackle the urgent problem of overtourism that’s straining popular destinations. Instead of rushing through crowded hotspots, travellers are being encouraged to linger, connect with communities, and savour the real essence of each place.

For travel professionals and wanderlust-driven explorers alike, this collaboration signals a fresh chapter for sustainable tourism. It’s about creating experiences that aren’t just Instagram-worthy but deeply rewarding and future-friendly.

As these countries roll out new initiatives and policies, here’s what you need to know about how slow travel is transforming the global travel landscape—and why now is the perfect time to lean into the trend.

Italy sells itself. From Renaissance art to pasta masterpieces, the country ranks among the world’s dream destinations. But millions of travellers return home frustrated, feeling like they missed the “real Italy.”

This gap between expectation and reality isn’t due to Italy falling short. It’s how travellers approach it. And for travel professionals, this disconnect offers a golden opportunity to guide clients, refine services, and tap into tourism’s evolving demands.

Let’s explore the common mistakes visitors make in Italy—and how travel businesses can help transform those missteps into unforgettable, repeat-worthy experiences.

Itinerary Overload: Slow Travel Becomes a Lucrative Niche

First-time visitors try to see all of Italy in one trip. It’s a classic blunder. Travellers cram Venice, Florence, Rome, and the Amalfi Coast into a single week. The result? Exhaustion, superficial experiences, and endless hours on trains.

This mistake fuels an emerging trend: slow travel. Tour operators are crafting fewer-city itineraries, highlighting authentic experiences rather than a checklist of landmarks. Demand is growing for tailored journeys focusing on fewer regions—where clients have time to wander, sip espresso, and uncover hidden gems.

For the industry, promoting slow travel isn’t just about better client satisfaction. It’s a business model that sells high-value, bespoke tours with stronger margins and repeat bookings.

Culinary Missteps: A Chance for Deeper Engagement

Another costly error is eating near tourist attractions. Restaurants next to the Colosseum or Trevi Fountain charge triple for reheated pasta and watery sauces. Travellers feel cheated, missing Italy’s authentic food culture.

This is a clear avenue for travel professionals. Culinary tourism is booming worldwide. Businesses can partner with local guides, hidden trattorias, and family-run eateries to deliver genuine food experiences.

Food-focused tours, cooking classes, and restaurant reservations are increasingly popular add-ons. And they’re profitable for travel sellers while ensuring clients rave about their trip instead of regretting every meal.

Understanding Coffee Culture: Small Details Build Big Loyalty

Some mistakes don’t ruin a trip but expose travellers as outsiders. Ordering cappuccino after lunch or dinner, for example, immediately brands a visitor as unaware of Italian customs. Italians only drink milky coffee in the morning.

Guiding clients on simple etiquette enhances their cultural experience. It also positions travel pros as invaluable advisors, not just ticket sellers. Content marketing around “how to blend in like a local” is gaining traction, with travel companies using it to build trust, engagement, and brand loyalty.

Skipping Southern Italy: A Growing Market Awaits

Safety concerns often keep tourists locked into Italy’s northern cities. It’s a mistake—and a missed revenue opportunity for the industry. Southern Italy brims with beauty, fewer crowds, and authentic cultural encounters.

Destinations like Naples, Sicily, Puglia, and Calabria are ripe for development. Airlines have increased flights into Naples and Palermo, creating fresh gateways for international visitors. Tour operators are crafting new products around Southern Italy’s food, historic sites, and coastal beauty.

For travel brands, promoting southern regions diversifies offerings and avoids saturated northern routes. It’s a strategic pivot that aligns with modern travellers’ thirst for under-the-radar experiences.

Cars vs. Trains: Sustainable Travel Gains Ground

Many visitors rent cars, imagining cinematic road trips through Italy’s winding lanes. But navigating cities like Rome or Florence in a car is a nightmare. Restricted traffic zones, impossible parking, and hefty fines turn dreams into chaos.

Savvy travellers—and travel professionals—know trains are king. Italy’s high-speed rail network is fast, affordable, and connects major hubs efficiently. Promoting rail over rental cars also taps into the rising demand for sustainable tourism.

Rail-focused itineraries are becoming a selling point for eco-conscious travellers and are easier for operators to manage logistically. It’s a win-win for sustainability and seamless travel experiences.

Summer Crowds and Climate Pressures

Peak summer remains a magnet for tourists. But the heat can be brutal, topping 100°F in cities like Rome. Overcrowding, high prices, and closed local businesses make summer a frustrating season.

Industry players are pushing shoulder-season travel. April-May and September-October offer milder weather, fewer crowds, and authentic interactions. Airlines and hotels are increasingly tailoring promotions to fill spring and autumn slots.

Encouraging off-peak travel not only improves customer experiences but stabilizes revenue for hotels, airlines, and attractions across the year—a key concern for destinations battling overtourism and climate pressures.

Reservations Essential: Personalisation Pays Off

Many tourists assume they can walk into restaurants. In Italy, that’s risky. Good restaurants book out fast, especially in the evening.

Travel professionals can step in with concierge-style service, securing coveted tables for clients. This level of personalisation creates memorable trips—and positions agents and tour operators as indispensable partners rather than commoditised booking engines.

Overpacking: A Practical Opportunity

Dragging large suitcases over cobblestone streets quickly turns glamorous travel into a slog. Yet visitors repeatedly overpack, especially with formal clothes they rarely wear.

Education is key. Luggage-light travel is another emerging niche for operators offering packing lists, curated wardrobes, and even luggage shipping services. These value-added services reduce stress, enhancing client satisfaction and loyalty.

Managing Expectations About Service

Another cultural pitfall: expecting American-style speed and attention. Italian service is slower and more deliberate. Meals are social rituals meant to be savoured, not rushed. Shops close mid-day for riposo, and Sundays often mean limited hours.

Industry professionals who educate clients about these cultural norms preempt frustration. It’s an opportunity to build trust, manage expectations, and deliver seamless experiences.

Beyond the Big Three: Hidden Gems Drive Growth

Rome, Florence, and Venice dominate itineraries. But Italy’s true magic thrives in lesser-known places. Hill towns, wine regions, and coastal villages offer unique stories and fewer crowds.

Destinations like Siena, Cinque Terre, and San Gimignano deliver authentic slices of Italy. For travel pros, these lesser-known spots are ripe for creative itineraries that stand out in a crowded market. Customisation is key—and it’s what discerning travellers increasingly demand.

Language Barriers: Small Phrases, Big Rewards

While English is common in tourist zones, speaking basic Italian transforms experiences. Even simple greetings earn respect and warmer interactions.

Travel pros can offer language tips or phrase cards, adding thoughtful touches that make trips more engaging. Small efforts here translate into significant goodwill—and positive client reviews.

Museum Fatigue: Curated Experiences Sell

Museum fatigue is real. Travellers who try to absorb endless galleries come away exhausted and overwhelmed.

Smart operators now design curated tours focused on a few key artworks rather than exhaustive lists. It’s a premium experience that creates meaningful connections with art—and higher customer satisfaction.

Why Slow Travel Is Booming: Countries Leading the Movement and What It Means for Tourism

A quiet revolution is reshaping how people explore the world. In an age of high-speed everything, many travellers are hitting the brakes. They’re choosing fewer destinations, longer stays, and deeper connections. This rising trend—slow travel—is rewriting the tourism industry’s playbook.

From Italy’s sunlit vineyards to Vietnam’s rice paddies, certain countries are emerging as prime spots for travellers eager to savour rather than sprint. For travel professionals and tourism stakeholders, understanding where and why slow travel thrives is crucial for capturing this growing market.

The Rise of Slow Travel: A Shift in Values

For decades, tourism was driven by speed and volume. Bucket lists, whirlwind itineraries, and photo-driven bragging rights dominated how people planned their trips. But the COVID-19 pandemic—and a growing emphasis on sustainability—has sparked a profound change.

Travellers today crave experiences over checklists. They want meaningful interactions, local immersion, and time to breathe. Slow travel offers just that. It emphasises staying longer in fewer places, engaging with communities, and moving at a pace that reveals the soul of a destination.

A recent report by National Geographic noted a clear spike in travellers prioritising authenticity, sustainability, and well-being. These values align perfectly with slow travel, transforming it from a niche movement into a powerful tourism trend.

Italy: The Slow Traveller’s Paradise

Italy remains one of the world’s ultimate slow travel destinations. Beyond the glamour of Rome and Venice lies a country tailor-made for travellers who prefer to linger. Tuscany’s rolling hills beckon visitors to spend days exploring vineyards, medieval villages, and rustic farmhouses.

National Geographic calls Tuscany “an ideal destination for slow travel,” praising its leisurely pace, culinary heritage, and captivating landscapes. Cities like Florence reward those who stay longer, revealing hidden artisan workshops and quiet corners far from tourist crowds.

Tour operators are taking note. More packages focus on cooking classes, local farm stays, and multi-day walks through regions like Umbria and Piedmont. For tourism professionals, Italy exemplifies how slow travel translates into higher-value experiences and repeat visitors who return to explore new regions.

Japan: Tradition, Tranquillity, and Time

Japan may seem fast-paced at first glance, but it’s one of Asia’s best slow travel countries. Away from neon-lit cities lie serene villages, quiet temples, and scenic trails where time seems to stand still.

Lonely Planet highlights Japan for “train journeys, remote villages, and quiet natural beauty,” ideal for travellers wanting immersion over instant gratification. Walking the Nakasendo Trail between Kyoto and Tokyo allows visitors to experience Edo-era post towns, lush forests, and traditional hospitality.

Moreover, the Setouchi region—an island-dotted inland sea—has become a slow travel favourite. Art installations, cycling routes, and charming ryokans (traditional inns) create a multi-sensory experience that’s as soothing as it is unforgettable.

Japan’s tourism industry is adapting, with local governments investing in rural tourism, promoting lesser-known regions, and offering experiences like tea ceremonies and craft workshops. Slow travel in Japan not only enriches visitors but helps disperse tourism and protect fragile cultural sites.

Portugal: The Allure of Coastal Calm

Portugal has quietly become one of Europe’s slow travel stars. The Guardian lists Portugal among Europe’s best slow destinations, praising long coastal hikes and village stays that allow travellers to step away from crowds and discover genuine local life.

Regions like the Alentejo offer rolling plains, olive groves, and towns where time moves gently. The Douro Valley entices visitors with slow river cruises, vineyard tours, and leisurely meals overlooking terraced hillsides. Even Lisbon, the bustling capital, offers tranquil neighbourhoods where visitors can savour café culture and explore at their own rhythm.

Portugal’s tourism strategy increasingly highlights sustainability and authenticity. New tourism products focus on nature trails, farm-to-table experiences, and community-based tourism. For industry players, Portugal’s rise signals strong demand for destinations that blend beauty, accessibility, and a relaxed pace.

New Zealand: Nature and Nurture

New Zealand’s dramatic scenery practically demands slow exploration. From multi-day hikes through Fiordland to leisurely road trips across the South Island, the country encourages travellers to pause and absorb its natural beauty.

Condé Nast Traveler names New Zealand ideal for slow travel, praising how it “encourages you to unplug and savour its diverse scenery and hospitality.” Farm stays, wildlife tours, and Māori cultural experiences all fit perfectly into the slow travel ethos.

The tourism industry benefits enormously. Slow travellers spend more locally, stay longer, and leave with deep appreciation for conservation. As New Zealand rebuilds its tourism sector post-pandemic, slow travel is central to its sustainability goals.

France: Beyond Parisian Rush

France is another timeless destination for travellers eager to slow down. While Paris dazzles, the magic of slow travel lies in France’s regions. Provence beckons with lavender fields and sun-drenched villages. Brittany offers rugged coastlines and historic towns. Alsace charms visitors with storybook architecture and vineyard paths.

Rick Steves recommends France for slow travel, stressing that “the best memories come from wandering French towns and letting time slow down.”

Tourism professionals are leveraging this trend by crafting tours around wine tasting, market visits, and bike trips through pastoral landscapes. Slow travel in France isn’t just romantic—it’s profitable, with high-value visitors spending generously on authentic experiences.

Costa Rica: Eco-Travel and Authenticity

Costa Rica embodies slow travel through its sustainable tourism model. Visitors stay in eco-lodges, hike rainforests, and immerse themselves in biodiversity hotspots. National Geographic hails Costa Rica as one of the world’s best slow travel destinations for its “deep biodiversity and local community engagement.”

The country’s “Pura Vida” lifestyle—meaning pure life—aligns perfectly with travellers seeking relaxation and connection. The tourism industry has responded with conservation-focused tours, wellness retreats, and community-based projects. Slow travel in Costa Rica benefits both the visitor and the environment.

Greece and Vietnam: Slow Gems of Diverse Experiences

Greece, with its sun-soaked islands and timeless villages, offers slow travel at its finest. From island-hopping in the Cyclades to lingering in mountain hamlets of the Peloponnese, Greece rewards those who resist the rush. Travel + Leisure highlights Greece for slow travel, praising traditional food, warm hospitality, and immersive village life.

Vietnam also shines for travellers eager to dig deeper. Lonely Planet celebrates Vietnam’s slow travel potential, noting “local interactions and off-the-beaten-path experiences.” In regions like Ninh Binh and the Mekong Delta, visitors cycle through rice fields, stay in family-run homestays, and savour regional delicacies.

The Industry Opportunity: Slow Travel as Smart Business

The slow travel movement isn’t just a feel-good trend—it’s a powerful economic force. Travellers seeking depth over speed often spend more per day, stay longer, and return for future trips. They value personalisation, sustainability, and cultural authenticity.

For tourism professionals, this means an opportunity to innovate. Custom itineraries, local partnerships, and authentic experiences aren’t just added value—they’re essential products in a competitive market.

As global travel rebounds, slow travel is positioned to lead the next era of sustainable, meaningful tourism. The future belongs not to the fastest movers, but to those willing to slow down—and help travellers discover the world one genuine moment at a time.

Italy Uncovered: The Ultimate Guide to Experiencing La Dolce Vita

Italy is not just a country—it’s a feeling. It’s the swirl of espresso in a tiny cup, the hush of centuries-old cathedrals, the laughter echoing through piazzas at midnight. It’s the scent of basil on fresh pasta, the gleam of marble under the Tuscan sun, and the hush of waves against the Amalfi cliffs.

Whether you’re a first-time visitor or a seasoned Italophile, Italy always has another secret waiting to be revealed. Let’s explore the regions, flavours, and unforgettable moments that define this enchanting land.

Rome: Eternal City, Endless Wonders

No matter how many photos you’ve seen, nothing prepares you for Rome’s grandeur. The city is a living museum, where ancient history and modern life intersect in chaotic beauty.

Start at the Colosseum, where gladiators once battled under roaring crowds. Wander the Roman Forum, imagining senators debating the fate of empires. Then fast-forward to the Renaissance with a visit to the Vatican Museums. Gaze at Michelangelo’s ceiling in the Sistine Chapel—a masterpiece that leaves even the most jaded travellers silent.

But Rome isn’t only about monuments. Sip an espresso at a café in Trastevere, roam cobblestone alleys, and let your feet find hidden piazzas. Eat carbonara the Roman way—simple, peppery, and without cream. Toss a coin into the Trevi Fountain. Because in Rome, even superstition feels like art.

Florence: Art, Architecture, and Heart-Stopping Beauty

Florence, the cradle of the Renaissance, overflows with creative genius. The city gave birth to Michelangelo, Leonardo da Vinci, Botticelli, and countless artists whose works still shape our world.

Stand beneath the vast dome of the Duomo, marveling at Brunelleschi’s engineering miracle. Gaze into the eyes of Michelangelo’s David at the Accademia. Wander the Uffizi Gallery, where every corridor holds paintings you’ve admired in books your whole life.

Yet Florence isn’t merely a city of art—it’s alive with passion. Cross the Ponte Vecchio, lined with goldsmiths’ shops sparkling like treasure chests. Hunt for leather goods in bustling markets. Linger over bistecca alla Fiorentina, a steak so big it practically demands an audience.

Florence rewards those who slow down. Spend a quiet hour with a gelato on the steps of Piazza della Signoria and watch life unfold like a living canvas.

Venice: Floating Dreams and Hidden Alleys

Venice feels impossible. How can a city stand on water? How does it keep floating through centuries of tides and tourists? And yet, there it is—a shimmering labyrinth of canals, bridges, and marble palaces.

Glide under the Rialto Bridge in a gondola, but save your awe for the smaller canals where quiet beauty dwells. Stand in St. Mark’s Square, surrounded by golden mosaics and pigeons swirling like confetti.

Venice is magical at dawn or after dark. When the crowds fade, narrow streets echo with the slap of water against ancient bricks. Seek out cicchetti—Venetian tapas—in tiny bacari bars. Try creamy baccalà mantecato, crostini piled with fresh seafood, and glasses of local prosecco.

But Venice also whispers secrets in hidden corners: an artisan crafting carnival masks, a crumbling church housing a forgotten Bellini painting, a courtyard blooming with jasmine behind a silent gate. These quiet discoveries are where Venice reveals its soul.

Tuscany: Rolling Hills, Golden Light, Timeless Villages

If Italy were a painting, Tuscany would be its sun-dappled masterpiece. Imagine endless vineyards stretching over rolling hills, cypress trees standing sentinel along winding roads, and medieval villages perched on hilltops like storybook castles.

Siena, with its burnt-sienna buildings, hosts the Palio horse race, a thunderous spectacle of medieval pageantry. In San Gimignano, towers pierce the sky, remnants of rival families’ ambitions. Montepulciano tempts visitors with robust red wines and cellars carved into ancient stone.

Food in Tuscany is a religion. Taste ribollita, a hearty bread soup, or pici pasta coated in rich wild boar ragu. Visit wineries where families have made Chianti for generations, and sample olive oil so green it glows.

Tuscany’s true gift is its rhythm. Here, time slows. You can watch golden sunlight slip across a vineyard for an hour and call it a perfect day.

Amalfi Coast: Cliffs, Colour, and Coastal Romance

The Amalfi Coast looks unreal—as if a painter splashed pastel houses across cliffs tumbling into sapphire seas. It’s a place of jaw-dropping beauty and sheer drama.

Drive the legendary coastal road where hairpin curves reveal sweeping views of the Tyrrhenian Sea. Visit Positano, where narrow streets climb steep hillsides, bursting with bougainvillea and boutique shops. Ravello offers serene gardens and terraces with views that stretch for miles.

Seafood reigns supreme here. Try spaghetti alle vongole, bursting with fresh clams, or lemon-infused delicacies that taste like sunshine.

The coast offers countless adventures: hiking the Path of the Gods, taking boats to hidden coves, or simply sitting on a terrace with limoncello, letting the breeze carry your cares away.

Sicily: Ancient Cultures and Fiery Flavours

Sicily is Italy—but different. Influenced by Greeks, Arabs, Normans, and Spaniards, it’s a mosaic of cultures wrapped in volcanic landscapes and turquoise waters.

In Palermo, chaotic markets brim with street food like arancini, panelle, and sizzling skewers of meat. Visit the Valley of the Temples in Agrigento to walk among ancient Greek ruins glowing gold in the sun. Hike Mount Etna, Europe’s largest active volcano, for landscapes that feel like another planet.

Sicily’s flavours are bold and unforgettable. Sweet-sour caponata, pistachio-studded cannoli, and wines made from native grapes like Nero d’Avola create a culinary adventure all their own.

Sicily offers something extraordinary: an untamed edge, a raw beauty, and a sense that you’re standing at the crossroads of civilizations.

Puglia and Beyond: Italy’s Southern Charms

Travel deeper into southern Italy and discover places that feel like well-kept secrets. Puglia dazzles with whitewashed towns like Ostuni, beaches with turquoise waters, and trulli houses that look plucked from a fairytale.

In Lecce, baroque churches shine like carved ivory. In Bari, narrow streets twist through old neighborhoods where laundry flutters overhead and locals gossip in dialects unchanged for centuries.

Southern Italy is about warm hospitality and soulful cooking. Handmade orecchiette pasta with rich tomato sauce, fresh seafood pulled from the Adriatic, and creamy burrata cheese are everyday pleasures.

Fewer crowds and lower prices make the south ideal for travellers wanting authentic connections and stunning landscapes without the rush.

Experiencing Italy Your Way

Italy isn’t a checklist. It’s a collection of moments. It’s standing in awe before a Caravaggio painting, stumbling into a tiny trattoria where the owner insists you try the house wine, or catching your breath as the sun sets over a vineyard.

The secret to truly loving Italy is not trying to do it all. Choose fewer places. Stay longer. Learn a few words of Italian. Be open to surprises.

Because the real Italy is always just around the next corner—a piazza you’ve never seen, a flavour you’ve never tasted, or a conversation that changes your day. Come for the landmarks. Stay for the magic. And leave with a piece of la dolce vita tucked into your heart.

The Italy That Brings Travellers Back

Ultimately, the Italy travellers cherish isn’t about checking boxes. It’s lingering over a perfect meal, discovering hidden piazzas, and connecting with locals.

For travel professionals, helping clients avoid common mistakes unlocks deeper engagement, repeat business, and viral word-of-mouth. Italy’s magic is timeless. Those who help travellers discover it authentically will win in an increasingly competitive industry.