Get Ready, Italian Tourism is Going to Bounce Back Fast
Italy has long drawn in travellers from around the globe with its rich history, unrivalled culture, charming hilltop villages, alpine ski slopes, and colourful cities lining the pristine Mediterranean coast. And lest we forget the food. It is no wonder the country has brought in some of the highest international tourist arrivals - ranking as one of the top 5 countries in the world.
2020 has no doubt been an unprecedented year, with Italy making headlines early on in the pandemic as one of the first Western countries to be hard hit by COVID-19. Whilst October marked the start of a second wave for the country, the outlook for the future of Italian tourism remains highly optimistic.
Speaking at a Luxperience virtual travel event, Italian National Tourist Board’s ANZ manager Emanuele Attanasio said that he has no doubt Italian tourism will rebound and come out ‘stronger than before’. And based on data from the Italian National Tourist Board, it is anticipated that Italy will be able to reach 2019 tourism levels by not-too-distant 2023.
With the tourism board announcing new hashtag #enjoyitalyresponsibly in early September, it appears Italy is already gearing up to create a safe and responsible place for global travellers to flock to once border and travel restrictions ease. The hashtag aims to increase awareness about taking care of both ourselves and the cultural, historical and environmental landmarks that make Italy such a treasured travel destination.
According to research conducted by Euromonitor, the onslaught of COVID-19 and the resulting threat to Italy’s tourism means the industry will need to review and renew processes so to ensure health and safety measures are met and maintained. It is anticipated that online and mobile trends will intensify, with digital innovations that will help to create safe, convenient and “contactless” lodging options. Other expected trends include an uptick in off the beaten track holidays, wellness retreats, adventure getaways, glamping experiences as well as self-contained, short-term holiday rentals.
Above all else, the government and travel industry will aim to ensure that every measure is taken to ensure the health and safety of travellers and to uphold Italy’s reputation as a safe, risk-free place to travel.
The news of a burgeoning travel boom begs the question: which Italian destination will be first on the list once travel slowly resumes? To ensure travellers are ready to go, we have created a round-up of the top Italian bucket-list destinations.
The Amalfi Coast
The Amalfi Coast is a rugged and romantic stretch of coastline that truly captures the essence of La Dolce Vita. The sun-kissed coast, made up of 13 towns and cities, has drawn in the rich and famous for decades with its combination of striking landscapes, colourful medieval architecture, rich culture, and bustling beautiful beaches.
Each town along the lemon-lined coast is unique, offering an array of secluded beaches, dazzling views, sumptuous seafood restaurants, electric nightlife and panoramic hiking trails.
Positano is probably the most iconic of the towns with its colourful buildings cascading down the dramatic cliffside. Relax on Spiaggia Grande, dine at Michelin starred restaurants, take a day trip to glamourous Capri or explore Collegiata di Santa Maria Assunta – home to the famous black Madonna.
For seclusion and sun, head to Conca Dei Marini or Praiano for breathtaking views - the ‘balcony of the Amalfi Coast’ in Ravello and for something slightly off the beaten track venture to Vietri Sul Mare.
The Amalfi Coast is the quintessential Italian getaway that will satiate the needs of every traveller whether you are looking for romance, relaxation or adventure.
Puglia
In the years preceding the pandemic, Puglia seemed to be the place on everyone’s lips. And for good reason. The region sits on the heel of Italy’s boot and is known for its historic seaside towns and far-reaching farmlands peppered with traditional Trulli, the conical-roofed houses which are famous across Instagram feeds around the world.
It is near impossible to fit in all of Puglia in one short week, so what are the go-to destinations?
First up is Polignano a Mare, one of Puglia’s most charming coastal towns. Located just north of Monopoli, this whitewashed town sits perched atop limestone cliffs and boasts some of the most breathtaking views of the Adriatic. The town is known for its winding streets, pretty piazzas, sea caves, cliff-jumping, and Cala Porto – the famous pebbled beach in the historic heart of the town.
Set in the dreamy Italian countryside and surrounded by olive trees and almond groves, Alberobello is a firm favourite amongst travellers. The town sits on a scenic hillside and is composed of a cluster of limestone Trulli. The Trulli of Alberobello are listed as a UNESCO World Heritage Site and whilst tourists may come expecting ancient Italian ruins, the town is fully functioning with most of the Trulli still inhabited by locals or used as shops, restaurants, bars and more.
Known affectionately as the ‘Florence of the South’, Lecce is a historical town renowned for its architecture. Take a stroll through this enchanting, ancient city and marvel at the beautiful Baroque facades, stone statues, and imposing piazzas. Some of the most notable sites include the breathtaking Basilica di Santa Croce, Piazza del Duomo and Roman Amphitheatre that dates back to the second century AD and which was only uncovered in the 1920s.
Puglia is a place that has managed to retain its rustic charm and authenticity that’s often lacking in some of the overcrowded cities of Italy. Although Puglia has seen a growing popularity in recent years, foreign accents appear few and far between which indicates that this is still one of the country’s best-kept secrets, and an area popular with local travellers.
Matera
Whilst the coastline of Italy seems to draw in the crowds there is the inland, little-known treasure, Matera, in southern Italy which is a must-visit destination. Located in the region of Basilicata, this historic city - rumoured to be the third oldest in the world, is a World Heritage Site and one steeped in a rich and turbulent history.
Rampant poverty and squalor led Matera to be known as the ‘shame of Italy’, and by the 1950s the city was deemed uninhabitable and evacuated. By the mid-80s a law passed for it to reopen and life has slowly been breathed back into the ancient hillside city.
What makes Matera so distinctive is its original settlement, Sassi di Matera - a wondrous cave complex built into the majestic mountainside. This charming warren of caves has been restored by artisans, and the bars, rustic restaurants, boutique hotels, Airbnbs and modern amenities that Matera once lacked have helped to revive this city to become one of Europe’s cultural hotspots.
The magic of Matera is something to witness with its charming cave dwellings, a labyrinth of winding limestone streets and churches carved in stone. Swallows sweeping through steeples as the sun sets, music and laughter echoing across the ravine – Matera is a hidden gem that needs to be discovered.
The Italian Riviera
The Italian Riviera is a strip of magical coastline nestled between Tuscany and the South of France. One of the most iconic areas is the Cinque Terre - a paradise of coastal hiking trails taking adventurers along winding routes that stop at five picturesque seaside villages. The rugged coastline, rolling hillsides and colourful cliffside villages - Monterosso al Mare, Vernazza, Corniglia, Manarola, and Riomaggiore – are listed as a UNESCO World Heritage Site and are indeed a sight to be seen.
For a dash of glamour, culture and a spin at the roulette table head to the popular resort town of Sanremo. The town is a hub of cultural activity - home to the Sanremo Rally, the world-famous Sanremo Music Festival and the dazzling, centuries-old casino which sits in the town’s centre.
Colourful buildings bathed in hues of peach, pink and terracotta encircle the quaint harbour town of Portofino. This enchanting fishing village has enticed celebrities, artists and international travellers for over a century, and it is no surprise given the cove’s crystalline waters, lush green landscape and charming waterfront.
Looking for a taste of Italy in Sydney? This Woolloomooloo restaurant has you covered.