Authenticity is key to linking archaeology and tourism

The relationship between archaeology and tourism has been widely discussed over the past decade, but the concept of authenticity remains underexplored. Tourists, including mass tourists, seek authentic experiences—the chance to encounter a 'real place' and understand its specificities. Authenticity is not about tangible products but about lived experience: the way Neapolitans drink coffee, the style of Milanese shoppers, the daily life of residents in a historic village. For archaeology, authenticity depends on locals maintaining a genuine connection to their past. If Italians stop being aware of their history or treat monuments as mere tourist attractions, the country loses authenticity. International brand research shows Italy ranks high in history, culture, and authenticity. To sustain tourism, citizens must cultivate a real relationship with their culture and history. Archaeology plays a central role: making it accessible to all fosters a better tourist experience. Policymakers and archaeologists must keep this in mind.