Italy is experiencing a new wave of international, multigenerational tourism. The rise of social media and the expectation of sharing every aspect of one’s trip in real time have amplified an already strong tourist influx, raising new questions about how Italy is consumed, represented, and imagined.
This project investigates what contemporary tourism in Italy looks like, how it differs from the past, and how it might evolve in the future. On the one hand, travellers are drawn by the promise of la dolce vita – an ideal of simplicity, slowness, and tradition. On the other hand, these ideals often exist only as temporary performances: a curated lifestyle lived out for a few days before returning to everyday routines.
The topic is approached with both familiarity and critical distance, seeking to understand the broader appeal while remaining attentive to stereotypes, romanticisation, and the commodification of national identity. Ultimately, the research asks whether this renewed popularity serves the country – or risks reducing it to a consumable myth.
Anna Azzola
2025