Traveling in the age of social media and overtourism

Overtourism is a problem for both locals and visitors and is taking center stage in the debate on modern tourism . In Italy , for example, only a small portion of the region and its attractions are included in itineraries, while the rest remains overlooked. Social media has helped concentrate tourist flows in the most popular destinations , further exacerbating the phenomenon.

This is also confirmed by the latest report from Visit Italy , according to which tourism is transforming into a superficial consumption: for three out of four travellers, the choice of destination does not arise from a desire for an authentic experience, but is guided by the logic of social media and the so-called Checklist Era .

The Checklist Era phenomenon

In recent years, travel seems to have lost its original essence: discovery. In its place, the so-called Checklist Era is increasingly emerging, a phenomenon that reduces the tourist experience to a series of "checks on a list." Visiting the most photographed attraction, reproducing a selfie seen on TikTok , replicating viral itineraries: for many travelers, the meaning of travel has transformed from authentic exploration to a performance to be documented .

According to the Visit Italy report, nearly three out of four tourists plan their trips following this collectivist approach, and over 70% choose their destination primarily based on social media trends . It's no surprise, then, that 64% of visitors report experiencing overtourism during their stay in Italy.

The Era Checklist reveals a paradox: we travel more and more, but often return home with much less. Not a transformative memory, not a cultural enrichment, but a folder of photos identical to those of millions of other travelers.

Overcoming overtourism: towards a regenerative tourism

Yet, Italy continues to offer endless opportunities for authentic travel : not only cities of art and famous monuments, but also smaller villages , natural landscapes, flavors, and traditions that remain off the beaten track. The data confirms this: those visiting the country still seek relaxation (69%), culture (65%), and food and wine (56%), a sign that the demand for authentic experiences has not disappeared, but is often drowned out by the noise of digital trends .

The report introduces an interesting concept: tourism as a cycle that can regenerate itself . While overtourism consumes places and impoverishes their quality of life, regeneration aims to restore the centrality of communities and enhance what makes a territory unique. Concrete examples exist: cities that have returned their historic centers to their residents, villages that have revived artisanship, projects that measure success not only in attendance, but in social and cultural impact . Moreover, until local populations are adequately consulted on what they want and don't want from tourism, we will witness ever more protests.

The future of Italian tourism, and beyond, therefore hinges on a crucial challenge: transforming numbers into value . Not curtailing growth, but giving it meaning. Not a list of places to collect, but experiences that leave a lasting impression on both travelers and hosts. Because travel should never be a chore to tick off, but an enriching encounter and experience.