Italy is set to welcome some hundred new 5-star hotels in 2026, many through rebrandings, and new trends show how luxury hospitality is no longer being defined by scale alone, but by how it is imagined, executed, and experienced Some key themes stand out. First, quiet luxury replaces overt opulence…

Italy, a home to major events, is preparing to welcome an influx of visitors for the 25th Winter Olympics, scheduled for 6 to 22 February. Is everything ready? It's hard to say, with works still being completed and tickets still to be sold. The target figure, as revealed in the…

As Europeans mentally start packing their bags for 2026, Italy is once again high on their wish list. According to Jetcost, Italy is officially the second most searched country by Europeans to welcome the start of 2026, just behind Spain and well ahead of France, Portugal and the UK. Not…

Sustainability has become one of the workhorses of tourism promotion, ready to intercept a new form of demand that respects not only the natural environment, but also the cultures and territories visited as a fundamental principle. Over time the concept of “sustainability” has evolved and gained greater depth, encompassing a…

Where does one eat best? According to the just-published TasteAtlas 2025/2026 rankings, the answer is resoundingly, gloriously Italy. And the timing couldn’t be more perfect, as it comes hot on the heels of UNESCO’s recognition of Italian cuisine as Intangible Cultural Heritage. In the TasteAtlas “Best Food Cities in the…

According to the European Travel Commission, 11% of travellers now prefer quieter destinations, up from 7% percent last year. And, as the heat (quite literally) rises, Italy is rethinking how to use green activities to attract more travellers during the cooler months of the year. With scorching summers now the…

The Milan Cortina 2026 Olympic and Paralympic Games are a major topic of discussion, and it is now time to consider the impact, beyond the official proclamations, they may have on inbound tourism in Italy. The most optimistic target foresees the growth of tourist spending in the order of €1…