The Luminous Destinations 2026 project has been introduced by Visit Italy as a cultural and strategic response to overtourism, providing a new “award that illuminates the country.” The initiative is designed to guide curious travellers beyond the usual tourist routes and towards places that are rich in heritage but still relatively undiscovered. By highlighting these locales, Visit Italy aims to diversify tourism flows, helping relieve pressure on traditional attractions while promoting destinations that offer equally rewarding experiences. https://www.visititaly.eu

A dedicated jury will select ten “luminous” destinations each year based on criteria that reflect both travel quality and sustainability. Chosen locations must demonstrate a vibrant identity, respect for protected landscapes, accessible infrastructure and a narrative that bridges history and contemporary life. The focus is on destinations that inspire genuine engagement between travellers and local communities — places where tourism can contribute positively to social and economic development. https://www.visititaly.eu

This initiative builds on the earlier 99 % of Italy campaign, expanding it into an ongoing annual programme that celebrates lesser-known territories. Luminous Destinations invites travellers to explore beyond iconic cities and popular coastal stretches, offering routes that showcase Italy’s multifaceted culture, landscapes and traditions. By favouring less-crowded yet equally beautiful destinations, the project aligns with broader trends in responsible travel and sustainable tourism, where visitors seek meaningful experiences that respect both people and place. 

For European tourism overall, Luminous Destinations carries relevance beyond Italy’s borders. Many European destinations are now adopting strategies to distribute tourism more equitably, reduce overtourism at peak sites, and promote authentic, year-round travel opportunities. Italy’s approach — celebrating lesser-visited locales and weaving together digital storytelling, community engagement and sustainable development — offers a model that other countries can learn from as they seek to balance tourism demand with environmental and social wellbeing. 

For travellers who want to explore Italy in a fresh, responsible way, Luminous Destinations promises to be a compass guiding them toward unexpected stories, local traditions and unspoilt landscapes — enriching the travel experience while supporting more sustainable destination outcomes. 

Full details here: https://www.visititaly.eu/latest-news/luminous-destinations

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