Like every year, on the eve of summer, the BIT 2025 Observatory reveals the most interesting trends.  The biggest surprise this year? It's Naples. The Neapolitan metropolis is trending with more than just the classic attractions — from Capodimonte, to Caravaggio, Posillipo or the Gambrinus — thanks to its pop culture, with Geolier's rap, Neapolitan street fashion, Jorit's murals and, of course, gourmet food, such as Simone Vesi's' ’experimental’ pizza in Vomero. The city is Gen Z’s top destination, but it is also favoured by many foreigners: In the last year in the USA alone, Google searches for Naples have increased by 100%.

But in fact the whole of Italy is now trendy. The younger tourists adore discovering its villages: This is certified by the 2024 Report on Italian Food and Wine Tourism, according to which Gen Z can't wait to travel and explore the thousands of small villages in our territory. Almost 60% have actually visited one or more villages in the last year. Tuscany heads the list, with Montalcino, Fiesole, Volterra, and Umbria, but Southern Italy is rapidly gaining ground with Puglia and Calabria, then Lazio, with its Roman Castles and villages on small lakes is still as popular as ever.

Be careful, though: according to the data of the European Tourism Commission, the target group most likely to travel are the over-55s (81%), while solo travellers (61%) and those travelling with friends (58%) are the most interested in multiple holidays. All favour a super slow experience, characterised by authenticity and emotionality. For example, with slow trekking on the trails — the Camino dell'Alta Murgia in Puglia topping the rankings — or historic trains, the latest new experiences include the Sila Train with its characteristic steam locomotives, not to mention glamping and agritourism. Summer at the museum is also all the rage, with Dolce & Gabbana in Milan, Guercino in Turin and Klimt in Perugia heading the field.

In the mid-range, the Atlas Mountains in Morocco stand out, with a stop in the fortified city of Beni Mellal. For those who prefer cooler climates, this summer's destination is a 'different' Norway, which skips the usual fjords and offers a new itinerary to explore the 8 UNESCO World Heritage Sites, including the Viking Church of Urnes, the Røros mines and the Vegaøyan Islands. And it goes without saying that Paris during the Olympic Games is unmissable for many event-related travel fans.

The date with all the latest trends is at BIT 2025, at Fieramilano in Rho from 9 to 11 February 2025.