Claudio Visentin Discusses Cultural Travel and the Travel School's Educational Mission

Claudio Visentin, founder and president of the Scuola del Viaggio (Travel School), explains his perspective on travel as a cultural act requiring preparation and study. He teaches Tourism History at the University of Italian Switzerland and writes about travel for Il Sole 24 Ore. Visentin notes that cultural tourism represents about 30% of global travel, with higher rates in Europe, but only a small percentage of travelers primarily visit museums. He emphasizes that many seek experiences involving local traditions, cuisine, and landscapes. The Scuola del Viaggio, established in 2005 as a network involving universities in Pavia, Pisa, and Italian Switzerland, became an association in 2009. It promotes conscious travel through workshops and courses focused on writing, photography, and drawing to enhance understanding and storytelling of places. Visentin highlights the importance of preparation and narrative, warning that cultural storytelling can blur into tourism promotion, potentially contributing to overtourism.