Italiamania: Can Over-Communication Be Risky?

When Do Tourists Become “Too Many”?

Overtourism is one of the most debated topics of recent years. Media and social outlets frequently oscillate between alarmist warnings and the pride of those who view the resurgence of Italy as a tourist destination as a purely beneficial trend. But what exactly is overtourism?

While it may seem obvious, defining the point at which tourist numbers overwhelm a location is surprisingly complex. Alarmist headlines about overcrowded destinations stand in stark contrast to equally alarming reports of sparsely populated beaches and struggling resorts during the summer of 2025. So which portrayal is accurate?

Both can be. Overtourism occurs when the number of visitors exceeds what a destination—here, in Italy—can handle, leading to strain and inconvenience for locals.

Small Towns Turned Global Sensation

Italy, long celebrated for its beauty, sometimes struggles to match infrastructure with demand. A partial explanation lies in how Italy’s small towns were historically overlooked, only recently brought into the spotlight by renewed communication efforts from institutions and influencers highlighting the charm of slow life and these hidden landscapes.

Once relatively unknown gems—mountain trails, secluded beaches, quiet villages—have captivated visitors both domestic and international. And despite some logistical challenges, one positive outcome stands clear: Italians too have begun to rediscover and appreciate their own country.

The Case of Rimini

Rimini exemplifies this dynamic. Known and loved for years, it has consistently managed tourist interest by investing in services, entertainment, culture, and hospitality. As such, the city has repeatedly turned these efforts into successful outcomes. Given that our headquarters and institutional roots lie in Rimini, we have witnessed firsthand how embracing one’s identity and heritage—with a fresh perspective—can foster creative positivity and openness rather than artificial polish. Meeting diversity, in our experience, becomes a source of richness and a living tool for knowledge.

Communication: Blessing or Liability?

In the Italy of self-rediscovery, sharing tales of beauty has become a collective act—not limited to word-of-mouth but amplified through social media and traditional channels. The country has been widely discussed online and in media.

While the New York Times criticized Bologna for treating tourists as mere consumers rather than curious observers, influencers and content creators have acted more like locals, unveiling hidden charms with authenticity. That sense of feeling “at home, away from home,” tasting the true essence of a place, made all the difference. Curious fascination turned into action, as people quickly identified treasures to highlight—communicating extensively and drawing crowds eager to explore Italy.

So: Is It Good or Bad?

In truth, the answer is: it depends. But here’s a provocative thought: What if we too embraced the enchantment of our country wholeheartedly? What if our gaze became truly curious—enchanted by our heritage, the diversity of rhythms, the stories passed down through generations? The ultimate challenge lies in turning that curiosity into consistent work—a commitment to build and preserve a narrative that speaks not of nostalgia, but of enduring value.