They are not segments, they are people. They are not targets, they are souls on a journey. From an EY survey emerge eight new psychographic profiles that define the beating heart of Italian tourism in 2025. But behind the categories are faces, and behind the faces are stories that embody the new motivations of Italians who depart, explore, and transform.
Francesca, 34 – The Digital Nomad
Born in Milan, she now lives with no fixed address. A freelance brand strategist, she went fully remote in 2020 and never looked back. She writes, designs digital campaigns, joins calls from ocean-view terraces or coworking spaces in Lisbon, Canggu, or Palermo. She left a stable job for time and space of her own. For her, travel balances creativity and well‑being. Francesca changes scenery every three months, connects with nomad communities, and chooses destinations for quality Wi‑Fi and great coffee. She loves Italy, but appreciates it better from afar. She belongs to a generation that sees work and freedom as inseparable.
Luca, 51 – The Intergenerational Traveler
Father of two teens, son to an 80‑year‑old dad, and married—but for three years he’s decided that family time must be shared. He chooses destinations that please grandparents, kids, and parents alike: agriturismi in Tuscany, Danube cycling routes, eco‑villages in Croatia. Luca travels to build shared memories—one day at a time. For him, travel is a family ritual and emotional test: can four generations coexist under one roof for two weeks—and finish with a family smile?
Giada, 29 – The Eco‑Aware Traveler
A vegan urban planner and environmental NGO volunteer, Giada travels only when she can do so lightly. She picks sustainable accommodations, carpools or travels slowly by train, and avoids high season. She once spent two weeks helping an agricultural cooperative in Slovenia, and previously trekked the Via Francigena, staying in eco-friendly refuges. For Giada, travel is about reconnecting with the earth and contributing to regenerative tourism. She is part of a growing environmental conscience that views travel as a political act and responsibility.
Antonio, 38 – The Solo Explorer
His suitcase is light: good shoes, a notebook, and a camera. After a breakup, he discovered solo travel as a path to self‑listening. He’s walked through Portugal, meditated in Greece, and stayed a week in a treehouse in Piedmont. He’s not chasing thrills, but unplanned encounters, a word shared with a stranger, sunrise experienced alone. For Antonio, travel is therapy. Every destination poses a question. He avoids tourist hotspots, seeks small towns, and doesn’t fear solitude; it’s his ally.
Marina, 45 – The Cultural Experientialist
A literature teacher, Marina, sees travel as chapters of a book written with her body. She skips museums and selfie spots; she wants to learn to cook, to speak a local phrase, to read a neighbourhood like a text. She goes to Jordan not to see Petra but to converse with its neighbours; to Sicily, not for the sea but for Baroque architecture. Marina pursues transformative travel, loves cultural guides, workshops, shared experiences that provoke introspection.
Riccardo, 58 – The Wellness Seeker
A former stressed‑out manager, Riccardo reinvented himself—left finance and opened a yoga center in Bologna. He travels for regeneration: natural spas, silent retreats, meditative trekking. Each year he devotes two weeks to himself in off‑the‑beaten‑path destinations—forests, sea, mountains. For him, real luxury is silence: good sleep, deep breaths, healthy food. He seeks not material but soulful richness. Travel is a nourishing pause.
Sofia, 37 – The Bleisure Queen
An HR manager, Sofia discovered bleisure—business + leisure—as balance. A work trip to Barcelona includes two exploratory days; a Berlin conference becomes an art or concert outing. She sees each business trip as an opportunity to infuse beauty into the routine. She plans independently, enjoys boutique hotels, and seeks short but intense experiences.
Ahmed, 27 – The Glocal Explorer
A second‐generation Tunisian‑Italian raised in Turin, Ahmed has a blended identity and a clear drive: to rediscover his roots through travel. After Western vacations, he now explores the Arab world, Maghreb villages, and cultural routes that narrate his origins. He travels as an Italian with mixed eyes—curious, piecing together a personal mosaic. Ahmed is part of a hybrid generation that travels to integrate, not escape. His travels feel like intimate documentaries—full of questions, meetings, bridges between identities.
What Unites These Eight Travelers?
Francesca, Luca, Giada, Antonio, Marina, Riccardo, Sofia, and Ahmed may never meet, but they share something powerful. They travel to find themselves, not just to escape. They seek connection, not mere entertainment. They value free time as fulfilling time. Above all, they represent a cultural shift: placing values, emotions, and relations at the center of tourism.
They are Italy’s new travelers, and they represent more than just a growing market, they are the gauge of change. According to the survey, these eight profiles account for over 65% of current and potential outbound demand, not just in numbers, but in culture too.
They shift budgets, but more importantly, they realign meaning.
They redefine priorities, influence industry choices, demand tailor-made journeys, deeper narratives, less glossy and more authentic. They refuse passive messaging; they want to participate, contribute, and identify with what is offered. They seek sincere, well‑crafted communication that respects their time and intelligence.
They are discerning consumers, but primarily aware individuals. Their way of traveling is a new lens that Italian tourism—and its communicators, must learn to see through.
Where Do We Actually Find Them?
These new Italian travelers operate in informational and relational spaces far from traditional channels. They don’t follow banner routes or generic paid-campaign calls; they rely on more intimate, selective channels that match their lifestyle. They want to feel heard, not targeted.
Many industry players still rely on mainstream social media (Facebook, Instagram, TikTok) with classic promotional ads, carousels, last‑minute deals, and glossy storytelling. This works, but not for them. These eight profiles make up 65% of Italian outbound travelers, and they interact through specific ecosystems that are often ignored or misunderstood:
Digital Nomads like Francesca read curated newsletters on platforms like Substack or Medium, and podcast shows such as Remote Work Life and The Nomadic Entrepreneur. They frequent Telegram channels for coworking tips, community advice, and tax info. They never click generic ads—they seek the voices of fellow nomads.
Intergenerational Travelers like Luca find recommendations in niche Facebook groups (“Holidays with Grandparents”, “Family Ideas with Teens”) or read long-form articles on Touring Club or Altroconsumo Turismo. They appreciate genuine stories, clarity, and inclusive solutions.
Eco-Aware Travelers like Giada follow ethical blogs and sustainability podcasts, belong to communities like Ecobnb, Legambiente Viaggi, GreenMe, and Bioradar. They share on low-impact platforms and distrust sponsored messaging that doesn’t fit their values.
Solo Explorers like Antonio love audio formats to feel less alone. They listen to podcasts like Lonely Planet Italia, Tlon, Racconti di viaggio, and follow Instagram accounts that share vulnerability and truth. They comment on Reddit or Telegram and avoid aggressive CTAs.
Cultural Experientialists like Marina consume curated newsletters, deep articles, and niche magazines like Internazionale, Erodoto108, and Odissey. They shun viral trends but remain loyal to trusted sources. They share only if the content is competent, emotional, and profound.
Wellness Seekers like Riccardo read Mindfulness Lab, Yoga Journal, Slow Travel Italia, and listen to calming, inspirational podcasts. They prefer quiet digital spaces, genuine advice, and reject hype and overly promotional content.
Bleisure Travelers like Sofia read Forbes Women, subscribe to manager/start‑up newsletters, and use LinkedIn selectively. They rely on quality articles, refined urban guides, concierge apps, and professional networks. They want quality, not spam.
Glocal Explorers like Ahmed are active on intercultural platforms and multilingual YouTube content. They engage in Instagram and forum discussions on identity, heritage, and integration. Their expectations: inclusive, respectful proposals mindful of identity nuances.
Communicating with Them Requires:
Being present within their channels, at their pace, tone, and with content they deem genuine.
Rethinking what a campaign means:
Not capturing attention
But cultivating relationship
Not yelling to stand out
But whispering in the right context
Only then can your message become trust. And trust become travel.
Data source: EY.com survey
