The tourism of the future will be the kind that offers moments to live, showcasing real territories and living communities. Interest in experiences, wellbeing and slow travel continues to grow.
The future of tourism lies in the ability to combine innovation with the value of relationships: this was the key takeaway from the 63rd edition of TTG Travel Experience and InOut | The Hospitality Community, the Italian Exhibition Group trade shows held in recent days at the Rimini Expo Centre.
The show grew by 8 per cent in terms of international exhibition space and by 11 per cent in terms of exhibitors. There were 2,800 exhibiting brands, over 1,000 buyers and 15,000 business meetings. Direct international exhibitors accounted for 30 per cent of the total, with 75 countries represented, thanks in part to the debut of eleven new exhibiting countries: Czech Republic, Croatia, Cyprus, Moldova, Philippines, Colombia, Bahamas, Kyrgyzstan, Jordan, Georgia and Venezuela. The fair's programme featured 200 events across nine themed arenas, with more than 400 speakers.
Under the slogan "Exist. Are you sure you really exist?", this edition's theme focused on the desire to create real, full, lived experiences, at a time when fragile growth, persistent geopolitical tensions, the polarisation of opinions and judgements, and the fragmentation of information leave us in a state of permanent, normalised instability. In tourism, this means offering moments that are not merely "Instagrammable" but memorable because they are truly lived; it means conceiving travel not as entertainment, but as a moment of reconnection; it means showcasing real places and living communities so that people can have genuine experiences.
As for the trends identified by TTG Monitor, the survey conducted among the show's operators, 46.6 per cent of respondents plan to use artificial intelligence to personalise travel proposals and 43.4 per cent for direct sales, yet technology does not replace the human factor: advice and trust remain decisive, especially when managing unforeseen events.
Italy leads the most requested destinations (21.9 per cent), followed by European capitals (12.8 per cent) and Japan (9.6 per cent). Interest in experiential tourism, wellness, luxury and slow travel is growing, while the most frequently cited budget for the main holiday falls between 3,000 and 5,000 euros per person (36.6 per cent).
The Italian accommodation market in 2026 reached 40.7 billion euros (+5 per cent on 2025) and the transport market 28.5 billion (+3 per cent), with eCommerce accounting for 59 per cent of accommodation and 79 per cent of transport: these are the preliminary estimates from the Politecnico di Milano's Osservatorio Travel Innovation. For the Observatory's director, Filippo Renga, operators' competitiveness will increasingly depend on their ability to manage distribution channels and interpret shifts in demand. Forty-two per cent of travellers from 15 European countries have already used artificial intelligence tools: Greece leads with 61 per cent, while Italy reaches 44 per cent, up 11 points compared to 2025. Usage is more widespread among those under 45, while the use of AI agents for payment or booking remains limited.
According to the Nexi report, foreign tourists spent 16.2 billion euros in Italy in the first eight months of 2026, 5 per cent more than in the same period of 2025. The United States remains the top market with 2.55 billion (+7.3 per cent), but Germany is now close behind, with 2.42 billion (+10.5 per cent). Germany, Switzerland, Austria and France together generate 31 per cent of total spending, and the growth of Austria (+9.8 per cent) and Switzerland (+7.6 per cent) confirms the resilience of nearby markets. Dining and accommodation account for a large share of the budget: restaurants are the top spending category (24.9 per cent, a figure that rises to around one third for tourists from Northern Europe, the Mediterranean and Australia and New Zealand), followed by hotels (20.4 per cent, covering only payments made on-site).
Among destinations, southern Italy is racing ahead: Palermo is the fastest-growing city in Italy (+26.9 per cent) and overtakes Turin in terms of consumer spending (137 million versus 118). Competition between art cities is intensifying, with Venice at 791 million (+12.3 per cent) closing the gap on Florence (809 million, +1.8 per cent). Summer tourism in Italy continues to grow, with the 2026 season estimated at +1.8 per cent, but the challenge now is to turn visitor flows into lasting value for local communities. According to the Unioncamere-Isnart Observatory on the Tourism Economy, 33.8 per cent of tourists consider sustainability factors when choosing a destination — a figure that rises to 36.3 per cent among international visitors — while 10 per cent identify events as their primary motivation for travel.
Interesting data emerged from a survey conducted by the Fondazione Magna Carta on a sample of young people under 35 living in the Apennine area, focused on sustainable tourism in Italy's inland areas: 65 per cent consider cultural and experiential tourism a strategic resource for their territory, 21 per cent identify slow tourism and walking trails as the most suitable model, while the remaining respondents favour sports and religious tourism.
Italy's regional authorities are playing an increasingly prominent role at Rimini, not only in promoting destinations but also in institutional debate on tourism strategies. In particular, the Piedmont Region, in keeping with the "Exist" theme, has put forward a vision of travel that values time and the authenticity of emotions — a hospitality model capable of offering broad synergies, direct contact with places and moments of reconnection with the local natural environment. Recent initiatives include a grant scheme allocating one and a half million euros for historic mountain roads and accessible tourism.
Through the strategic project "Il Piemonte ti appartiene", co-funded by the FUNT and already involving one thousand supply chain operators, the Region has embarked on the process of obtaining the international sustainable destination certification issued by the Global Sustainable Tourism Council (GSTC), in the belief that sustainability represents a driver of growth and identity. Outdoor activities and soft mobility represent another fundamental pillar of the regional strategy, putting into practice the idea of travel as a conscious and immersive choice. These include walking and cycling itineraries in the Langhe, Monferrato and Roero areas through the ROD (Roero Outdoor Destination) project and the 8 Basso Monferrato route. The rediscovery of local traditions at a slower pace also enhances wine production, as demonstrated by the Cammino delle Colline Novaresi, an itinerary designed to blend landscape, villages and wine culture in a setting of extraordinary beauty.
The rural hospitality offering is also expanding in parallel, driven by the strengthening of the Agriturist network in the provinces of Alessandria, Asti and Vercelli, to provide a direct connection with roots and food and wine tradition. The Region's story also spans imagination, great theatrical tradition and widespread art projects. In the Cusio area, the interplay between the Parco della Fantasia di Omegna, dedicated to celebrated children's author Gianni Rodari, and the launch of the new Cusio 25 brand shows how literature and storytelling can become tools for inhabiting places.
Looking ahead, Alba is preparing for its role as Italian Capital of Contemporary Art 2027, through artistic projects and artist residencies extending across the surrounding hillside territory. Alto Piemonte is reviving the tradition and spectacle of the Passione di Sordevolo, the celebrated popular theatre production, while the offering of the Terre del Sud Piemonte is being consolidated with thematic itineraries linked to the Strade del Vino. Completing the picture is a coordinated vision for urban centres: from Ivrea and the Canavese area, engaged in a participatory governance model, to the regional capital Turin, ready to host a new season of cultural, sporting and food and wine events.