Proximity Tourism – The New Trend of 2023
The global Covid-19 pandemic cast uncertainty over the future of travel. However, with the reopening of borders and the return to daily life, the tourism landscape has undergone significant changes, including the (re)discovery of local beauty and the cultural and artistic heritage close to home. This new approach to travel is called “proximity tourism.”
What is Proximity Tourism?
Proximity tourism is a return to the roots, an opportunity to explore places that we may have never truly appreciated. It means discovering nearby destinations, hidden gems just a few kilometers from home—places that, due to their everyday familiarity, we often overlook.
In past decades, globalization shaped the way we travel, making it easier to explore far-off countries. However, proximity tourism presents an alternative that encourages travelers to look closer, re-evaluating the places around them that are often ignored.
During the 1950s and 1960s, proximity tourism was particularly popular in Italy, especially among families with limited resources. Today, the 2020 pandemic has marked a turning point in our lives and travel habits, bringing local tourism back into the spotlight.
Proximity as an Added Value
The tourism sector was among the hardest hit by the pandemic, accounting for 13% of Italy’s GDP and over 6% of employment. The crisis affected not only travelers but also hotel owners, restaurant managers, and countless businesses.
The recovery for Italian tourism companies has been challenging, but the renewed appreciation for local destinations has helped overcome these difficulties. However, it is essential to understand the added value of proximity tourism by exploring the treasures close to home.
Discovering itineraries just a few kilometers away is one of the best ways to revolutionize our perspective and appreciate local heritage from a new angle.
Italy is a country rich in historical, artistic, and cultural sites—places where tradition meets fine cuisine, evoking nostalgic memories and unique emotions.
“Proximity” gives us the chance to travel short distances while still enjoying a rewarding experience, allowing us to explore our own heritage in a fresh and fulfilling way.
Every Italian region offers dozens of must-visit locations, from major cities to the smallest villages. In recent years, this style of travel has gained popularity, becoming a true way of life for many and providing discovery opportunities even outside the peak tourist seasons.
Proximity: The Travel Trend of 2023
Here are some reasons why proximity tourism is the top travel trend of 2023:
It is a conscious and safe form of travel
After lockdowns and travel restrictions, many people have opted for regional weekend getaways or short day trips. This type of tourism remains a safe and mindful choice.
It embraces a return to the essentials
In an era dominated by technology, proximity tourism promotes a simpler, more practical travel experience in places where life moves at a slower pace and people pay more attention to life’s small pleasures.
It satisfies the need for outdoor time
Searches for outdoor activities have surged as more people seek time in nature. Lesser-known locations that offer close contact with the natural world have become highly desirable destinations.
It is budget-friendly
In a period of economic uncertainty, travelers are more conscious of costs. Proximity tourism aligns well with tighter budgets, offering enriching experiences without excessive expenses.
In 2023, Italians are increasingly using their own means of transport to visit lesser-known, nearby destinations. Places like Veroli and its surroundings offer vast natural landscapes, outdoor activities, and an intimate connection with the beauty of our country.
We can confidently say that proximity tourism is not just a response to global challenges but also a rediscovery of our roots—a journey into the authenticity of our homeland. In a fast-changing world, the beauty right outside our door becomes a destination in itself—a treasure to explore, protect, and cherish.