The Changing Face of Tourism in Venice
Anna Bigai has spent three decades guiding tourists through the ancient canals and elegant palaces of Venice. However, she has noticed a shift in what people are seeking from their travel experiences. “People go crazy for a selfie at Saint Mark’s Basilica or the Colosseum,” she says. But, according to Anna, many don’t care about the history behind these landmarks. This trend is becoming more pronounced as social media influences how people choose their destinations.
This summer, Anna had clients who were eager to visit the Arsenale di Venezia, a historic complex that once served as the heart of the Venetian naval industry. However, the reason they wanted to go wasn’t related to its historical significance. Instead, it was because the location was one of the venues for Jeff Bezos’ controversial wedding. “People don’t know what the Arsenale is, they don’t know about the national contemporary art exhibit that’s on there, but they know about the Bezos wedding,” she adds.
Anna believes that social media has played a significant role in changing the way people travel. She argues that tech giants like Meta and TikTok should take responsibility for the impact their platforms have on tourism. “Because of social media, medium to high-level tourists don’t visit Venice anymore. This year, we have suffered immensely, as these reliable clients have skipped the city,” she explains.
The Rise of Fast Tourism
Fast tourism, also known as ‘hit and run’ tourism, involves trying to see as many attractions as possible in a limited time. This approach often leads to rushed visits where tourists barely engage with the local culture or history. In contrast, slow tourism prioritizes quality over quantity, focusing on sustainability and deeper engagement with local traditions.
Italy is one of the most popular tourist destinations globally, attracting around 71.2 million international visitors each year. Cities like Venice and Verona consistently rank among the top destinations. However, both cities are grappling with the challenges posed by fast tourism. Venice, which has fewer than 50,000 permanent residents, sees 20 million tourists annually, many of whom are day trippers.
Despite measures such as doubling the tourist tax, tour guides like Alberto Pavoni feel the pressure. He notes that the questions he receives from tourists are often bizarre and exhausting. “This is a nice city, what’s it called? If we are not in Rome, why is there a Colosseum?” he says.
A Local Perspective
A 30-year-old woman from the Veneto region, who prefers to remain anonymous, describes the situation in Venice as “completely out of hand.” She recalls an experience where she found the city unbearable due to the overwhelming number of tourists. Despite this, she acknowledges that most Venetians remain polite and welcoming.
She suggests that more needs to be done to manage the flow of tourists effectively, including reducing the number of short-term holiday lets. One initiative aimed at addressing this issue is Veneto’s recent slow tourism campaign, which encourages travelers to explore the outer regions of Venice, providing relief to the city itself.
Arguments for Fast Tourism
Not everyone shares the concerns about fast tourism. Verona resident Beatrice Zilio supports this approach, as it aligns with her own travel style. “I see as many cities as possible in the time I have available,” she says. She believes that Verona has so much to offer, and not everyone needs to be passionate about art or history.
Beatrice emphasizes that even a few days in her hometown can provide a rich experience, from enjoying the lake and hiking in the mountains to savoring wine in the hills and attending an opera performance at the Arena. “I believe there’s room for everyone,” she adds.
Expert Opinions on Sustainable Tourism
Nicholas Smith, Holidays Digital Director at Thomas Cook, highlights the need for the travel industry to promote slow and intelligent tourism. “Cities like Venice and Rome face the dual challenge of preserving their cultural heritage while managing high volumes of visitors,” he says.
Smith advocates for longer stays, itineraries that go beyond ‘must-see’ hotspots, and engagement with local traditions. He believes that promoting slow tourism can reduce congestion and deliver greater value to both locals and visitors.
He supports the use of smart ticketing systems, real-time visitor flow management, and campaigns that redirect tourists to under-the-radar neighborhoods. “Together, these approaches not only ease the pressure on fragile historic centres but extend the benefits of tourism to lesser-known areas, artisans, and small businesses,” he explains.
The Path Forward
Nicholas warns that meaningful change requires collaboration across different sectors. Airlines can help by adding routes to lesser-known destinations, while governments can work on policies like sustainable certification schemes, visitor caps for sensitive sites, and investments in green infrastructure.
He also believes that online travel agencies should guide demand towards more balanced growth. “If it’s done thoughtfully, Verona and Venice can become reference points for how iconic destinations transform from ‘overcrowded must-visits’ into role models of sustainable, human-centered travel,” he concludes.
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