Published on
January 18, 2026
In recent years, Southern Italy has seen a significant transformation in the type of travellers it attracts. The traditional idea of luxury, once defined by lavish hotels and exclusive experiences, is being overshadowed by a new, more meaningful kind of tourism. This shift is all about connecting with one’s heritage, and it’s growing in popularity, especially among those with Italian roots.
At the heart of this change is The Secret Explorer, a bespoke travel agency that specializes in roots travel. Rather than simply offering a standard vacation, they provide immersive journeys that help travellers reconnect with their Italian ancestry. This approach has struck a chord with Italian Americans, many of whom trace their family history to Southern Italy. By focusing on deeply personal, culture-driven experiences, The Secret Explorer is reshaping how people engage with the land of their forebears, turning travel into a transformative exploration of identity and heritage.
The Rise of Experiential Luxury
The shift from material luxury to experiential luxury is more than just a trend; it’s a cultural movement that’s being observed worldwide. Travellers today are seeking more than just an escape—they are searching for connection, stories, and authenticity. This new type of tourism emphasizes meaningful interactions with people, cultures, and places rather than merely indulging in lavish accommodations.
Experiential luxury in Southern Italy is closely intertwined with roots tourism, where travellers not only visit Italy but are given the opportunity to trace their family histories and engage with local communities in an intimate and impactful way. This approach to travel allows for a richer, more personal experience, and provides the opportunity for individuals to understand their heritage on a much deeper level.
Southern Italy as a Hub for Roots Tourism
For the 20 million Americans of Italian descent, Southern Italy offers an invaluable opportunity to explore their family history. Regions such as Sicily, Calabria, Puglia, Campania, and Basilicata are seeing a resurgence in tourism, particularly due to their connection to Italian-American roots. These regions, often overshadowed by Italy’s more famous tourist hotspots, are now being recognized for their authenticity and historical significance.
The focus on roots tourism is not only about individual exploration but also plays a significant role in preserving the cultural heritage of these regions. As more people visit these areas to explore their ancestral ties, they bring attention and resources that help sustain local traditions, craftsmanship, and communities. The rise of roots tourism thus contributes to the revitalization of communities that may otherwise have faced economic challenges.
The Secret Explorer and Its Role in Cultural Preservation
A key player in this movement is The Secret Explorer, which offers tailored travel experiences designed to reconnect individuals with their Italian heritage. Founded by a passionate advocate for roots tourism, the agency provides personalized itineraries that blend ancestral research with immersive cultural experiences. Whether it’s meeting distant relatives, participating in traditional culinary workshops, or visiting historic villages, The Secret Explorer ensures that every journey is a deeply personal encounter.
The company’s commitment to preserving local traditions and promoting sustainable tourism is clear. Through partnerships with local communities, they help create opportunities for residents to share their stories and crafts with visitors, providing a mutual benefit. This initiative also includes a commitment to slow, place-based travel, which encourages visitors to spend more time in each location, fostering deeper connections with the people and cultures they encounter.
Matera and the Roots-In Tourism Exchange
One of the most significant initiatives supporting roots tourism in Southern Italy is the Matera Roots-In Tourism Exchange. Held in the UNESCO World Heritage site of Matera, this event brings together travel professionals, local heritage experts, and community leaders to discuss how roots tourism can play a role in preserving culture and revitalizing local economies. The founder of The Secret Explorer is an active participant in this event, offering insights into the potential of roots tourism to foster sustainability and cultural exchange.
Matera, with its ancient cave dwellings and its designation as a European Capital of Culture in 2019, serves as an ideal location to explore the benefits of roots tourism. The city represents the perfect example of how historical preservation and tourism can work hand in hand. By emphasizing local culture and heritage, Matera provides a model for other regions in Southern Italy to follow in their quest for sustainable tourism practices.
The Benefits of Roots Tourism for Local Communities
Roots tourism offers more than just an economic boost for the communities it touches. It plays a vital role in preserving cultural identities and traditions that have been passed down for generations. For many villages in Southern Italy, tourism helps to keep traditions alive by providing a market for local crafts, food, and customs.
In Calabria, for example, local artisans are able to showcase their hand-woven textiles and pottery to visitors, providing both an income and a platform for cultural exchange. In Sicily, visitors can explore the island’s rich history through guided tours that highlight the blend of Greek, Roman, and Arab influences that shaped its identity.
By supporting these local businesses and encouraging longer stays in rural areas, roots tourism helps to mitigate the negative effects of over-tourism in Italy’s more popular destinations. Visitors spend money in local shops, eat in family-run restaurants, and contribute to the preservation of historical sites, ensuring that their travel experience benefits both the traveller and the local community.
A Personalized and Sustainable Approach to Travel
Roots tourism in Southern Italy is not only about reconnecting with family but also about experiencing the land in a sustainable and mindful way. By embracing slow travel, The Secret Explorer encourages visitors to take their time and engage with the local culture, rather than rushing through a checklist of attractions. This approach allows travellers to appreciate the beauty of Southern Italy in a deeper, more meaningful way.
Through ancestral research and personalized experiences, travellers are able to learn about their roots while also contributing to the sustainability of the regions they visit. By choosing to travel beyond Italy’s more commercialized tourist hubs, they are helping to support the preservation of smaller towns and communities, ensuring that these areas remain vibrant and culturally rich for generations to come.
The Future of Travel in Southern Italy
As Southern Italy continues to embrace the growing trend of roots tourism, it is emerging as a pioneer in the world of experiential luxury. Travellers are increasingly seeking more than just lavish accommodations and exclusive amenities—they’re looking for meaningful, immersive experiences that connect them to the places they visit on a deeper level. This shift away from traditional luxury is not only transforming the way we travel but is also making a profound impact on the communities that call these beautiful regions home.
By inviting travellers to reconnect with their heritage and explore the cultural richness of Southern Italy, roots tourism fosters a stronger understanding of the region’s history and traditions. It’s not just about visiting a place—it’s about truly experiencing it. As travellers explore the stunning landscapes of Sicily, Calabria, Puglia, and beyond, they are also helping to support local communities, preserving age-old traditions, and providing sustainable growth to areas that might otherwise be overlooked.
The future of tourism in Southern Italy is shaping up to be one that values authenticity, cultural preservation, and genuine connection. It’s a new kind of travel that’s deeply personal, transformative, and mutually beneficial for both the visitors and the local communities they encounter. This approach offers travellers a chance to truly leave a positive impact while gaining enriching, unforgettable experiences that will stay with them long after they’ve returned home.
