A "new" and rapidly evolving tourism is coming to terms with the consequences of the pandemic and international fears over the conflict in Ukraine. About 50% of tourists in Italy belong to generations Y and Z, born after 1981 and digital natives, 94% are attentive to sustainable travel, and 40% choose to explore little-known destinations, longing for rediscovery and a sense of belonging.

The scenario emerges from "Actions to enhance and promote the tourism sector of territories and productions of quality," a project funded by the Italian Ministry of Tourism and carried out in collaboration with Unioncamere and Isnart. Among the activities of innovative communication of destinations, we can mention those of Nuragic Sardinia and South Sardinia (in partnership with the Cagliari-Oristano Chamber of Commerce), Duino-Aurisina, in collaboration with the Venice-Julia Chamber of Commerce, and Cosenza and the Sila Grande, in collaboration with the Cosenza Chamber of commerce.