Thanks to slow and sustainable tourism, the desire to travel returns at BIT 2023

Thanks to slow and sustainable tourism, the desire to travel returns at BIT 2023

Learning how to make honey in a farm, participating in the olive harvest and having your own personalized bottle are just a few examples of new slow proposals.

Are bees suffering from climate change, thus putting ecosystems at risk? Tourism is here to help them. That's right, apitourism is among the latest slow tourism trends, with the possibility to stay in farmhouses that organize beekeeping activities where you can enjoy natural products and also learn firsthand how to make honey, giving your contribution to preserve beehives.


It’s just the latest in a series of nature-based experiences that operators have been offering more and more in recent years. For example, in October and November, the months of olive harvest, it has become increasingly trendy to take an autumn vacation in the countryside to participate in the harvest. In the same way, facilities engaged in olive growing – where usually people can also spend the night – are organizing EVO oil tastings and even selling small customized batches with the customer's full name printed on the label.


Still with respect to slow, green and sustainable experiences, a real revival is the current situation of garden tourism. According to data from Great Italian Gardens, in 2022 the gardens that are part of the network recorded not just double-digit, but even triple-digit increases in visits, such as the +420% increase compared to 2020 of Villa Carlotta on Lake Como; while in absolute terms the first place goes to Terre Borromeo on Lake Maggiore, that welcomed nearly one million visitors to the four sites of Isola Bella, Isola Madre, Rocca di Angera and Parco Pallavicino.



Slow tourism revives the desire to travel


Italy’s great position to seize the opportunities of these new trends is also confirmed by a survey by The Data Appeal Company, which sees Italy among the leading European markets in terms of international visitor satisfaction with averages above 83%.


International travel seems to have kicked into high gear: according to the UNWTO Barometer of January, the number of international tourists doubled in 2022 and is expected to get close to pre-pandemic levels in 2023. More than 900 million tourists traveled abroad in 2022, thus doubling the figures of 2021 and accounting for about two-thirds (63%) of pre-pandemic travel. Europe remains among the favorite destinations for global travelers, as it has already reached nearly 80% of pre-pandemic numbers, welcoming 585 million arrivals in 2022.


Italy, Europe and the entire world will be represented by a wide variety of proposals at BIT 2023, at Allianz MiCo in Milan from Sunday 12 to Tuesday 14 February. Find out right away how to register for the event.