Rome, Europe Brief News – Italy has launched a project to help tourists discover the country’s best lesser-known attractions.
The “Viaggio Italiano” (Italian journey) initiative hopes to lure visitors away from tourist honeypots like Florence and Venice.
Instead of promoting popular sights, the scheme aims to introduce travellers to the country’s small villages and rural destinations.
It is part of a push to make tourism more sustainable and spread its benefits more equally throughout the country.
The new tourism campaign, developed collaboratively by all the country’s regions along with the Italian Ministry of Tourism and the National Tourism Board, focuses on slow tourism practices.
Maria Elena Rossi, head of the tourism board, explains that the campaign highlights three main aspects of Italy. Its villages, its landscapes and its walking routes.
“All the three areas are about different ways of getting to know the country and experiencing it through slow tourism and active tourism,” says Rossi.
The intention is to show visitors how they can experience off-the-beaten-track Italy through outdoor activities such as walking and cycling.
The campaign has gathered together and digitalised hundreds of itineraries highlighting rural attractions, small villages and traditional food and wine.
Visitors can also access these itineraries and an interactive map on the website viaggio.italia.it.
