Market research shows that Italy is the most sought-after destination for its immense cultural heritage, appreciated all over the world. Travelers love to visit not only the big cities of art, but also the small villages of the hinterland. However, at least 1 out of 2 tourists is influenced by the web when choosing the destination to visit.


According to the latest survey carried out by Isnart and the Observatory on the Economy of Tourism and the Chambers of Commerce, cultural heritage is the second reason for a holiday in Italy, immediately after the naturalistic one. The desire of cultural tourists to visit new places, outside the “traditional routes” is growing: an interest reported by 20% of the interviewees, compared to 14.3% in 2019.

A phenomenon that represents a possible reflection of the pandemic restrictions, which may have fueled the tourist’s desire to “escape” and discover new destinations. Isnart’s estimate for 2022 is over 142 million visitors between overnight stays in accommodation facilities and accommodation in private homes. Of these, over half is made up of flows of Italian tourists (55% which translates into 78.8 million presences); the share of international tourism instead stands at 63.6 million. One in 5 tourists is looking for new experiences and destinations to discover.

It is an emerging phenomenon that should not be underestimated in planning the local tourist offer and which aims to highlight even the small excellences of the area. The good quality/price ratio is a must for cultural tourism which represents a decisive factor in the choice of Italian and foreign tourists, also thanks to the high cost of living in recent months. The real key to success for an Italian tourist destination is to be found in the dialogue and coordination of the initiatives put in place by the various active subjects: public and private, of the extended hospitality chain. One last interesting figure concerns per capita expenditure, according to research data, those who travel for cultural reasons spend significantly more, on a daily basis, on the purchase of goods and services during the holiday than the average tourist: 93 euros on average against 74 EUR.

What do you think about cultural tourism in Italy and what will be the trend during 2023?