Around 3 out of 4 Italians (72%) have chosen to visit small Italian villages, motivated by the search for hidden gems and primarily to save money by avoiding crowded tourist destinations. This trend is highlighted by a Coldiretti-Ixè survey on Italian vacations. The research emphasizes how destination choices have shifted due to concerns about prices and inflation. Rural areas are favored both as actual tourist destinations and for short trips, especially when inclement weather prevents beach enjoyment. This preference is bolstered by the abundance of small communities that offer unique natural, cultural, artistic, and scenic assets.
Despite constituting only 16.5% of Italy's population, towns with fewer than 5,000 residents occupy 54% of the country's land area, characterized by hills, vineyards, olive groves, pastures, and terraces that counteract degradation and hydrogeological instability. Tourism towards these small centers is also important for its positive impact on the Made in Italy agri-food sector. Hosting in these small centers is ensured by a network of 25,400 Italian agritourism businesses, providing over 294,000 beds and 532,000 dining spaces, according to Terranostra and Campagna Amica. The ability to maintain time-honored culinary traditions is most appreciated by agritourism guests, who can rediscover locally-sourced flavors passed down through generations. Meanwhile, the countryside is diversifying its offerings with innovative services catering to sports enthusiasts, the curious, nostalgic, and environmentally-conscious.
The interest of tourists in small towns is also significant for the pursuit of good food, contributing to the preservation of a substantial portion of the Made in Italy agri-food heritage. This includes the 5,547 traditional food products cultivated by generations of farmers, which possess not only economic value but also historical, cultural, and environmental importance. Interestingly, according to the Coldiretti/Symbola survey, 92% of typical national products originate in Italian villages with fewer than five thousand inhabitants. This heritage has been preserved over time by agricultural enterprises.
