Italy’s Leading Tourism Showcase
From October 8 to 10, 2025, Book Your Italy attended the 62nd edition of TTG Travel Experience in Rimini, Italy’s most important B2B tourism fair.
This year, the event reaffirmed its role as the key meeting point for tourism professionals, providing valuable insights into the current and future landscape of Italian tourism.
The strong participation of industry experts, travel agents, and suppliers confirmed the vitality of the tourism sector. Through discussions and networking, we gathered meaningful takeaways about the 2025 travel season and the challenges and opportunities awaiting us in 2026.
2025: Achievements and Challenges
The 2025 tourism season in Italy closed with an overall positive performance.
Travel flows remained consistent with the past two years, with only a slight drop in domestic travel but continued strength from international markets.
Italy confirmed its global appeal thanks to its art, landscapes, gastronomy, and cultural heritage, remaining a top destination for travelers worldwide.
Overtourism in Italy: A Growing Concern
One of the most discussed topics at TTG Rimini 2025 was overtourism.
While destinations such as Venice, Florence, and the Cinque Terre remain overcrowded, many equally fascinating areas are still overlooked. Industry professionals explored strategies to redistribute tourist flows, focusing on:
Historic villages and rural areas;
Sustainable food and wine itineraries;
Slow and authentic travel experiences;
- A mindful storytelling approach (highlighted by the inspiring Book & Go corner and Gerardo Grasso’s talk on Travel Telling)
The travel community is committed to promoting responsible tourism, encouraging visitors to discover lesser-known parts of Italy and travel more consciously.
Key Trends for the 2026 Travel Season
The fair’s theme, “Awake to a new era”, perfectly captured the spirit of renewal that permeated the event.
Two key trends emerged for the 2026 tourism season:
Rediscovering Italy’s Hidden Villages
A growing number of tour operators are investing in itineraries through small historic towns, enhancing the cultural, culinary, and landscape heritage of Italy’s lesser-known destinations.
This “slow tourism” approach emphasizes authenticity, sustainability, and human connection — key values for attracting modern, mindful travelers.
“Wow” Experiences for the International Market
Particular attention is being paid to the American and Latin American markets, where demand for unique and tailor-made experiences is increasing.
The goal is to design itineraries that go beyond traditional cultural tours, offering:
Immersive, emotional activities;
Meetings with local artisans and producers;
Food and wine experiences that create unforgettable memories.
Our Vision for the Future
Our participation at TTG Rimini 2025 was an invaluable opportunity to monitor industry trends and strengthen strategic partnerships.
Looking ahead to 2026, we see a tourism market increasingly focused on:
Innovation and personalization;
Sustainability and respect for local communities;
Authentic experiences that showcase the real Italy, away from mass tourism.
At Book Your Italy, we are ready to embrace this new era — designing exclusive, emotional, and responsible journeys that reveal Italy in all its beauty. 🇮🇹✨
📩 Contact us to discover our upcoming 2026 travel proposals: info@bookyouritalyonline.com
