A Social Media Message for Tourists in Italy: You’ve Only Seen 1%

Key Points

• Visit Italy launched the '99% of Italy' campaign to encourage travelers to explore lesser-known regions and reduce overtourism in hotspots.
• The campaign uses social media videos to highlight the imbalance, noting that 70% of international visitors go to just 1% of Italy.
• The initiative is part of broader efforts, including promoting 'hidden gems' and supporting towns at risk of depopulation, to create a more sustainable tourism model.

Summary

Visit Italy has introduced the '99% of Italy' national campaign to address overtourism by encouraging visitors to discover the country's lesser-known regions. With most international tourists concentrating in a handful of famous cities, the campaign aims to rebalance tourism flows through social media outreach and by spotlighting overlooked destinations. This effort comes amid wider European concerns about the negative impacts of mass tourism and includes strategies to support small towns and promote sustainable travel.