The ‘Borghi Italiani Online’ study by Moveo by Telepass (Edition 2024) explores the most searched destinations online, revealing the Italian and foreign villages that capture the attention of travellers. A growing trend, that of slow tourism, which pushes more and more people to discover the authenticity of small towns among traditions, food and wine and breathtaking landscapes.
The study analyses not only the most clicked destinations, but also the periods of greatest interest, offering insights into what drives travellers to choose these hidden gems. It is not a matter of drawing up rankings, but of identifying trends to guide readers in their discovery of villages to visit in every season.
This research celebrates village tourism as one of the most authentic and evocative experiences of the moment.
The most clicked villages in Italy and abroad: the phenomenon is growing
Between 2020 and 2023, online searches on villages reached almost 210 million, with a 45% increase in 2023 compared to 2020. This figure reflects a new approach to travel: more attentive to the territory, local culture, history and food and wine traditions of small towns.
Tourism that changes with the seasons
Research on villages follows the seasons: in autumn people look for the colours of foliage, at Christmas small towns turn into living nativity scenes, in summer coastal villages offer an alternative to crowded beaches, while in spring flowery destinations dominate. This trend is also linked to the growth of short and frequent trips, spread throughout the year.
Why villages attract more and more
There is a growing desire for authentic experiences, away from mass tourism and closer to nature. Villages, with their tranquillity and rich cultural heritage, respond perfectly to this need. After the pandemic, slow and sustainable tourism has gained ground, pushing towards easily accessible destinations for short stays or weekends.
Experiential and sustainable tourism
Travellers are looking for unique experiences: from wine and food tours to adventures in nature. The villages, often accessible on foot or by bicycle, reflect the new way of travelling, marked by sustainability and the rediscovery of nearby beauty.
The most sought-after villages
Moveo's study reveals that the most searched villages online are concentrated in Central and Southern Italy, including the islands, especially during the summer season.
In winter, among the most popular destinations is the charming village of Sterzing in South Tyrol, which attracts tourists from all over for skiing and Christmas markets.
Sterzing in winter: a magical experience
Sterzing turns into a fairytale location during the winter. Stroll through the streets of the old town adorned with Christmas lights, visit the famous Christmas Market and discover local flavours with a cup of mulled wine.
In Sterzing, ski enthusiasts will find a small winter paradise in the nearby Monte Cavallo ski area, just a few minutes from the city centre. With around 20 km of well-prepared slopes suitable for all levels, it is a perfect destination for families, beginners and experienced skiers. Modern lifts ensure fast ascent times, while the breathtaking views of the Dolomites make every descent unique.
For those looking for something different, Vipiteno also offers a 10 km toboggan run, the longest in Italy, which starts at Monte Cavallo and provides excitement for young and old. Fans of cross-country skiing can explore the picturesque Val di Vizze, with trails through pristine snow-covered landscapes. A perfect mix of sport, nature and relaxation in an enchanting setting!
