Italy's tourism debate: the product doesn't exist

Stefano Monti argues that the debate on tourism destagionalization is a farce, as it invites people to visit places locals themselves avoid. He asserts that the 'tourism product' does not exist; instead, there is a heterogeneous set of cultural, social, and natural resources that, if properly valued, can attract visitors. Using examples like the Sentiero degli Dei and cities such as Florence, Rome, Naples, and Venice, Monti explains that these are not tourism products but unique places that draw people due to their intrinsic beauty. He criticizes the narrative that Italy is universally wonderful and that every territory can create an attraction like the Sentiero degli Dei. Investments in trails, food, and services are justified only if framed as territorial offerings for citizens first, not as tourism products. Monti highlights the lack of a real strategy for experiential and territorial development aimed at citizens or proximity tourists. He warns that artificially boosting a territory as a tourism element creates economic dependence; a drop in tourist flows could devastate local businesses. To achieve destagionalized and dispersed tourism, Italy must offer experiences in winter and away from cities that even Italians would not want to miss. The article concludes by noting that few advocates of this approach are seen walking the unpaved roads to Monterano in winter via public transport.