Visit Italy’s Message to Tourists: You’ve Only Seen 1%

Visit Italy has launched a new national tourism campaign aimed at countering overtourism. 

From June 23 to July 1, the campaign will publish videos on Instagram and TikTok from the most crowded and popular Italian cities: Florence, Naples, Rome, the Cinque Terre, and Venice. 

Called “99% of Italy,” the idea is to expose travelers to less popular parts of the country. According to Visit Italy, around 70% of international travelers converge on just 1% of the country.

The vast majority is overlooked and “has not gone viral but holds extraordinary stories,” said Ruben Santopietro, CEO of Visit Italy. It is Italy’s first national campaign directly addressing the imbalance of visitor flows.

Santopietro warns that without a rebalanced approach, “Venice could turn into a lifeless backdrop, Rome into a parking lot for tour buses and Florence into a stage set for selfies.”

The campaign “does not reject tourism,” Santopietro told Skift, but “challenges how we think about it. True sustainability means balancing both,” he said. “When residents lose quality of life, travelers lose meaning too.”

The videos feature locals and travelers holding handwritten signs. One example: “This isn’t all of Italy. It’s just what made it to Instagram.” 

Referencing a TEDx talk he gave last month, Santopietro said: “We are living in what we might call the Checklist Era of travel, where people rush from place to place collecting photos, not experiences. Italy is feeling the consequences.”

Critical Moment for the Campaign

The launch comes as tensions around overtourism rise across Europe. In recent weeks, residents in cities such as Barcelona, Palma de Mallorca, and Venice have taken to the streets in protest, calling for tighter restrictions on short-term rentals, limits on cruise ship arrivals, and action to protect local communities from the economic and social strain of mass tourism.

Among the destinations being supported through broader strategy efforts at Visit Italy are Arezzo, Tropea, Genoa, Northern Sardinia, Courmayeur, Livigno and other small towns.

“One in three Italian municipalities is at risk of depopulation,” Santopietro said. “In many of these places, tourism is no longer just an opportunity. It’s the last remaining tool to build a local, human economy.”

Visit Italy relaunched its site in April and, as part of its other efforts to combat overtourism, made prominent on the home page “hidden gems” as a way to encourage travelers to spread out around the country.

“These are not backups or alternatives,” Santopietro said. “They are the other side of Italy’s identity and they deserve to be seen, understood and valued.”

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