Italy’s Tourism Strategy 2026: ENIT’s Push for Lesser-Known Regions to Ease Overtourism

Rome (TRI) – The Italian National Tourist Board (ENIT) has launched an ambitious new strategy to redirect tourism flows toward the country’s underexplored gems, with the flagship ‘Luminous Destinations 2026’ project aiming to showcase the “99% of Italy that’s still undiscovered.”

ENIT President Alessandra Priante announced the initiative, emphasizing a deliberate shift away from overtouristed hotspots like Rome, Venice, and Florence toward authentic, sustainable experiences in lesser-known areas. Key target regions include Puglia, Basilicata, Le Marche, Abruzzo, and Sardinia – places rich in pristine coastlines, ancient hilltop villages, unspoiled nature reserves, and family-run agriturismi offering genuine Italian hospitality.

The plan aligns with broader goals to combat overtourism, extend the season, and distribute economic benefits more evenly. Italy welcomed record luxury travelers in 2025 (top-ranked globally by Virtuoso), but ENIT sees opportunity in promoting “bespoke, personalized, and unforgettable” stays in small-scale properties that embody Italian traditions – from trulli houses in Puglia to nuraghi sites in Sardinia.

Priante highlighted the upcoming Milano-Cortina 2026 Winter Olympics as a launchpad, using the global spotlight to draw attention to northern alpine valleys and southern hidden coasts alike. ENIT will collaborate with Mediterranean neighbors on joint luxury campaigns and ramp up digital marketing to immerse visitors in “what it truly means to live like an Italian.”

This dispersal strategy builds on ongoing efforts: Italy’s borghi (charming small villages) and rural routes have seen rising demand, with 2025 data showing record visitor satisfaction and a surge in interest for off-the-beaten-path spots. National campaigns encourage slow travel – hiking ancient paths, cycling through vineyards, or savoring regional cuisines far from crowds.

Visa & Entry Details for Easier Access to Hidden Italy

Italy, as part of the Schengen Area, offers seamless entry for many travelers exploring these lesser-known regions:

• Visa-free for 90 days (within 180 days) for citizens of the United States, Canada, Australia, New Zealand, UK, Japan, South Korea, and most EU countries – passport valid at least 3 months beyond departure required.
• Upcoming ETIAS (late 2026 launch): €7 online pre-authorization for visa-exempt nationals, valid 3 years – a simple form, not a visa.
• Schengen visa needed for others; apply early for multi-region itineraries.

Free & Reduced Entry to Cultural Sites

To sweeten the deal in these regions, Italy maintains generous policies:

• First Sunday of the month free at state museums/archaeological sites (e.g., Matera caves in Basilicata, nuraghi in Sardinia).
• Under 18s free at all state sites nationwide.
• Reduced rates for EU 18–25 year-olds; many regional attractions offer seasonal free days.

For the trade, it’s a clear signal: 2026 portfolios should lean into these emerging regions for higher-margin, repeat-friendly product. Puglia’s whitewashed towns and olive groves, Basilicata’s dramatic Matera caves (UNESCO-listed), Le Marche’s Renaissance hill villages, Abruzzo’s national parks teeming with wildlife, and Sardinia’s emerald waters offer exclusivity that mass destinations can’t match.

As Priante put it:

“We’re grateful for the classics, but our job now is to develop lesser-known Italy into a bigger destination – beyond mass tourism.”

Operators: Refresh your Italy programs with these luminous alternatives. The undiscovered 99% awaits – and with straightforward visas and free cultural perks, it’s more accessible than ever.