That it is possible to turn tourism into a force for good, not just for the economy but for the environment, for the local communities and for the preservation of our cultural heritage. It depends on us, as travellers and operators. We need to change how we travel, when we travel and what we do when we travel to combat overtourism and encourage a tourism that is good for the locals, the environment and the travellers.

That to achieve this goal, it is necessary to raise awareness about the damage created by mass tourism and put in place a system that helps tourists travel more responsibly, interact more with locals for more meaningful and personal experiences.

Which is based on contributing to the local life economically, socially and environmentally, we think that it is necessary to build a new tourism model based on extended seasonality, respect for the environment and support of locally owned businesses. A model that is based on clear standards for both hosts and travellers so that there is a mutual respect and a desire to become a force for good for the planet.

Supporting local agricultural, artisanal production and local traditions is key in what we do. We do so through telling their stories in more meaningful ways and giving travellers the opportunity to try them out first hand through unique experiences. Promoting the short supply chain has a significant impact on lowering CO2 (and other gases) emissions in the atmosphere, thus reducing the greenhouse effect.

With sustainable policies, highlighting the sustainable choices they have already made (from the use of local products, to local staff, to recycling) and giving them yearly targets to encourage economic, environmental and social sustainability.

Slowness as a way to explore, both in terms of mobility and in terms of experiencing things from within and taking the time to truly understand them. Cycling, walking, using non-motorized and eco-friendly vehicles are the best options to explore locally; trains and other public means of transport with low emissions are ideal for longer distances.

Italy is the cradle of Made in Italy, a land of arts and crafts unique in the world, born from ancient knowledge passed down through generations. But today, these treasures are at risk of disappearing, threatened by increasingly standardized economic models and a lack of generational renewal. With Unexpected Italy, we tell the stories of these traditions and promote them free of charge, shining a light on the most authentic and fragile local artisans. We do this to encourage travelers to discover and support them, to foster meaningful collaborations with other territory-driven businesses, and to raise awareness among younger generations about the importance of preserving these crafts—living expressions of our cultural identity.

We are strong believers that only together we can change the status quo. We are here to help independent businesses from all over Italy to collaborate with one another and come together to create meaningful projects that can position Italy as a leader in responsible tourism.

There are still too many barriers to travel. Everyone should be able to travel, but it’s often very difficult to understand who is truly accessible versus who just claims to be. We are mapping the most authentic places in Italy, looking not only at accessibility for people with physical disabilities, but also for those with cognitive or sensory impairments.

Italy has an abundance of flowing water, blowing wind and warming sun. These are the sources on which we are focusing, but we are always on the look out for technological innovation that is aimed in the direction of environmental sustainability. We work with experts in the fields that will always keep us and our members updated on the most innovative way to be sustainable. Our incorrigible goal is: energy from clean and renewable sources in every restaurant, in every laboratory, in every factory, in every hotel… in every hospitality business involved with Unexpected Italy.

Use technology and AI to empower hosts in targeting specific audiences all year round and encouraging them to actively support small local businesses. This helps combatting overtourism and alleviate the impact of tourism on local communities encouraging a more harmonic and beneficial relationship between tourists and locals.