Think you know Italy? Now it wants you to explore its hidden attractions

Italy has launched a project to help tourists discover the country’s best lesser-known attractions.

The “Viaggio Italiano” (Italian journey) initiative hopes to lure visitors away from tourist honeypots like Florence and Venice.

Instead of promoting popular sights, the scheme aims to introduce travellers to the country’s small villages and rural destinations.

It is part of a push to make tourism more sustainable and spread its benefits more equally throughout the country.

How is tourism in Italy changing?

The new tourism campaign, developed collaboratively by all the country’s regions along with the Italian Ministry of Tourism and the National Tourism Board, focuses on slow tourism practices.

Maria Elena Rossi, head of the tourism board, explains that

→ Continue reading at Euronews

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