Overtourism and the loss of local identity: the challenge of Creative Italy

Italy’s allure has been an irresistible draw for travelers worldwide for centuries, attracting them to the uniqueness of its historic cities, charming villages, and natural wonders. In 1786, Johann Wolfgang von Goethe embarked on his “Journey to Italy” to seek out Europe’s cultural roots and experience the authenticity of places like Rome, Florence, Naples, and Sicily.

This journey was a significant milestone for those undertaking the Grand Tour, a traditional educational journey for young aristocrats from Europe’s upper classes to complete their artistic, historical, and cultural education. The Grand Tour involved a deep and prolonged immersion in local cultures and Italian artistic treasures—a journey that today stands in stark contrast to the rapid, often superficial tourism associated with overtourism.

What is overtourism?

In recent decades, this phenomenon has led to a mass influx that threatens the authenticity and sustainability of Italy’s landmark destinations, creating imbalances that compromise residents’ quality of life and the integrity of these areas. Italy’s major tourist cities are overwhelmed by waves of visitors, especially at certain times of the year, resulting in an overload on local infrastructure and services and a diminishing quality of life for residents.

Meanwhile, the spread of franchise chains and standardized shops stifles small artisan and local businesses, making cities increasingly alike and depriving them of their unique charm. Furthermore, this tourism model is often accompanied by a lack of respect for local heritage. Visitors, focused on collecting images and souvenirs, rarely take time to understand the culture or engage with the communities in these places. The rush to move from one destination to another reduces the experience to mere image consumption rather than a meaningful encounter with the essence of the locations.

Beyond cultural and environmental impact, mass and seasonal tourism also create significant economic imbalances in popular destinations. During high season, tourist areas are flooded, with peak visitor levels that infrastructure struggles to handle. However, when summer or holiday seasons end, these same places experience long periods of inactivity, with shops and restaurants forced to close or reduce staff.

The challenge of Creative Italy

Many Italian villages and small towns, once vibrant and rich in traditions, are becoming depopulated as new generations, unable to find job opportunities outside tourist peaks, are compelled to move to larger cities. To counter overtourism and preserve local identity, many Italian cities and organizations are implementing targeted measures, with Creative Italy being a notable example of this innovative approach, working to promote sustainable, quality, and place-centered tourism. Creative Italy’s mission is to preserve Italy’s cultural and natural heritage through immersive and authentic experiences that allow visitors to “live” rather than simply “consume” the places.

Our goal is to revive the historical legacy of Italian craftsmanship, offering travelers experiences that go beyond mere sightseeing and promoting responsible tourism that fosters long-term economic balance for local communities.

Our model: conscious and sustainable tourism. Creative Italy invites travelers to explore sites of great cultural value, not only the most famous cities but also smaller towns and secondary cities often overlooked by large tourist flows. This not only helps distribute the tourist load but also supports local communities and their artisanal activities, creating new job opportunities in areas that might otherwise face depopulation.

Supporting traditional craftsmanship is central to our mission. We collaborate with local artisans and producers, introducing visitors to ancient traditions and skills through immersive experiences like workshops and visits to artisan workshops. Even in the most famous destinations, Creative Italy promotes a different approach, favoring itineraries away from mass tourism routes. This allows travelers to discover the true soul of Italian cities, with particular attention to local businesses and communities that make these destinations unique.

A Different Way of Travel & Live Italy

We promote new economic perspectives by encouraging small businesses to remain open and active beyond the tourist season. Our approach aims to ensure long-term sustainability by providing job opportunities that don’t depend solely on tourism peaks.

In conclusion, if the nineteenth-century Grand Tour represented a deep and formative journey, today a model of responsible tourism like Creative Italy’s allows travelers to rediscover Italy in a way that values its authenticity. Only through sustainable management and cooperation among institutions, residents, and travelers can this balance be maintained, so that Italy’s heritage can continue to captivate future generations.

Do you wish to know more about Creative Italy? Contact us