Italy’s "99%" Tourism Campaign Urges Travelers Off the Beaten Path — Here’s Where to Go Instead

June 26, 2025 — With Italy's new official tourism campaign, "99% of Italy," shining a spotlight on overtourism and encouraging travelers to go beyond the well-worn path, the conversation around responsible travel in Italy is gaining urgency and momentum. The campaign, led by Visit Italy, reveals a staggering statistic: 70% of international visitors flock to just 1% of the country, mainly to its five most visited destinations - Rome, Venice, Florence, Naples, and Cinque Terre.

While these iconic cities have long been synonymous with Italian travel, many travelers are now craving a deeper, more meaningful connection to the country, one rooted in authenticity, local culture, and sustainable tourism.

Tourist Italy, a leading tour operator specializing in multi-day tour packages and curated experiences across the country, has long championed this very philosophy. Through handpicked itineraries that highlight Italy’s lesser-known regions, Tourist Italy offers visitors the chance to discover the magic that exists far beyond the usual suspects.

So, where should travelers go if they want to experience Italy's true essence without the crowds?

Here are Tourist Italy’s top recommendations:

Dramatically different from mainland Italy, Sardinia feels like its own enchanting world. With crystalline beaches rivaling the Maldives, rugged mountain interiors, and a culture deeply rooted in ancient customs, Sardinia is perfect for those seeking unspoiled landscapes and slower rhythms. Explore hidden coves by boat, wander through nuraghi (mysterious Bronze Age ruins), or savor slow-cooked feasts in quiet inland villages. Sardinia is an invitation to disconnect from the rush and reconnect with the real Italy.

Located in Italy's sun-soaked south, Puglia is where time slows down. Picture trulli-dotted villages, sprawling olive groves, turquoise coastlines, and some of the country's most flavorful cuisine. From the historic baroque streets of Lecce to the cliffside charm of Polignano a Mare, this region is made for travelers seeking beauty without the bustle. Puglia's allure lies in its authenticity. It's Italy as it once was, and still is, for those willing to venture just a little further.

Italy's largest island is a rich tapestry of ancient civilizations, dramatic landscapes, and bold flavors. In Sicily, you can hike an active volcano in the morning, walk among Greek temples by afternoon, and feast on fresh seafood in a seaside village at night. The pace of life here is unhurried, and the stories etched into the land run deep. Whether you're sipping wine on the slopes of Mt. Etna or exploring the baroque beauty of Ragusa, Sicily delivers an unforgettable and uncrowded Italian adventure.

Please direct all media inquiries to Tourist Italy's Marketing Manager, Dalia Feldman. dalia@touristitaly.com