What's Happening?
The Italian National Tourist Board (ENIT SPA) recently hosted a group of Australian tour operators in southern Italy for ROOTS-in-Tourism, a unique international trade event dedicated to ancestry travel.
The event took place in the Basilicata region and attracted over 500 delegates globally, all focused on promoting roots tourism and developing customized package tours with Italian suppliers. The Australian representatives, including members from Ormina Tours, Italia Mia, Slow Tours, 303 World Travel, and Unordinary Italy, participated in a pre-event famil, exploring areas such as Matera, Pisticci, and Tricarico. The tour featured local experiences like olive oil and cheese tasting, highlighting the growing interest in Italian-heritage travel.
Why It's Important?
Roots tourism is becoming increasingly popular, particularly among travelers with Italian heritage. This segment of tourism encourages visitors to explore lesser-known regions and travel throughout the year, aiding in the dispersal of tourists across Italy. By hosting international tour operators, the Italian National Tourist Board aims to strengthen partnerships and create tailored travel experiences that cater to this niche market. This approach not only supports local economies but also promotes sustainable tourism practices by reducing the concentration of tourists in popular areas.
What's Next?
The success of the ROOTS-in-Tourism event may lead to further collaborations between international tour operators and Italian suppliers, potentially expanding the range of ancestry travel packages available. As interest in roots tourism grows, there may be increased investment in infrastructure and services in lesser-known regions to accommodate the influx of visitors. Additionally, the Italian National Tourist Board may continue to host similar events to foster international partnerships and promote sustainable tourism practices.
Beyond the Headlines
Roots tourism offers a unique opportunity for travelers to connect with their heritage, providing a deeper cultural experience than traditional tourism. This trend reflects a broader shift towards personalized and meaningful travel experiences, as tourists seek to understand their ancestry and cultural roots. The emphasis on local experiences, such as food tastings and cultural tours, also supports the preservation of regional traditions and crafts, contributing to the cultural sustainability of these areas.
