Milan, 19 March 2025
"The real voyage of discovery consists not in seeking new landscapes, but in having new eyes", said Marcel Proust. It seems that Italians have taken this philosophy to heart, rediscovering the curious traveler spirit that has always characterized our culture, from Marco Polo to Christopher Columbus. Today, travel is no longer just an escape but a quest for authenticity.
While all over Italy there is talk of "overtourism" and art cities suffocated by masses of visitors, it is only natural that a countertrend stands in contrast: the search for authenticity and the "hidden gems" that only the most attentive eyes can spot. This is revealed by a recent survey conducted by MEININGER Hotels, the European hotel chain that offers affordable accommodations while maintaining quality and comfort, in collaboration with Appinio, a market research platform.
A return to the essence of the Grand Tour
The survey reveals that 54.6% of Italians have rediscovered the spirit of the Grand Tour of past centuries, when travelers crossed the Belpaese in search of culture, art, and authentic beauty. Today, this translates into the desire to discover the true soul of the places visited (51.4%), immersing themselves in the local culture (almost 50%), and living their vacation "like a local" (31.8%).
But what is the preferred way to explore? For 53.5% of Italians, the answer is simple: on foot. Getting lost among alleys and narrow streets, away from the crowds, is the best way to savor the true essence of a destination. Additionally, to choose the spots to visit, word of mouth remains fundamental: 43.3% ask for advice directly from residents, while 37.4% rely on tips from hotel staff.
"These results show that our approach is perfectly in line with the needs of Italian travelers", says Philippe Pellan, Regional Director France & Italy of MEININGER Hotels. "Our hotels are strategically located in city centers or near major public transport connections. This strategic position ensures that our guests are just a few steps or a short distance from historic centers, perfectly in tune with our slogan step out and explore”.
Italian passion: food, traditions, and history
It is no surprise that in a country where food is culture, local culinary experiences are among the top "hidden gems" preferred by Italians (33%). How can one resist a trattoria discovered by chance, where grandma still cooks according to recipes handed down from generation to generation? Following are gardens and parks (30%), often custodians of hidden beauties in urban centers, and local traditions such as festivals and popular celebrations (28%), which represent the most authentic soul of the Italian province. Completing the picture is the curiosity to learn about the history of the place (36%), a legacy of a culture that has always valued its historical heritage.
Accommodation: a strategic base for exploration
Not all roads lead to Rome, but for Italians, it is essential that from their accommodation they can easily reach every point of interest (66.3%). A third of respondents (34%) prefer to stay in a quiet neighborhood in the center, while 23.3% choose more peripheral but well-connected areas. Another must? Breakfast included (62.1%), to start the day off right. And there is growing attention to family-friendly (14.9%) and pet-friendly (13.7%) facilities, confirming the importance of sharing the journey with loved ones, whether two-legged or four-legged.
Traveling against the current: the new Italian wisdom
The choice of travel period reflects personal preferences: 31.1% of explorers choose the low season to avoid crowds, queues, and high prices. It is the new intelligent approach to travel, which favors the authentic experience over the trendy destination.
And while digital has revolutionized the way we get information, word of mouth remains irreplaceable: 51.3% rely on online reviews, but 48.7% continue to trust the advice of friends and family, confirming that the community remains a pillar of the Italian way of traveling.
"The results of this survey reveal an Italy of increasingly conscious travelers in search of authenticity, just as we approach the spring holidays of Easter and the long weekends of April and May, traditionally dedicated to discovering the territory," comments Pellan. "This trend perfectly reflects our philosophy of offering not only quality accommodation at affordable prices but also an ideal starting point for exploring cities authentically, discovering both the most famous treasures and the hidden ones that tell the true soul of the places."
About the survey:
The survey was conducted from Feb. 20 to Feb. 24, 2025, by market research firm Appinio. 1,000 people between the ages of 18 and 65, nationally representative of the age and gender of the Italian population, were interviewed.
