Experiential tourism: A driver of sustainable mobility and territorial development
Tourism, cities, and digitalization: Development opportunities from the 9th Edition of Repower’s White Paper
Experiential tourism not only generates economic value but also has a direct impact on improving the quality of life in our country. The growing demand for sustainable experiences and intermodal travel can accelerate the transition to greener mobility, leaving a lasting legacy that enhances local communities.
A prime example is the “Digital and Sustainable Tourism Hub” project, funded by the PNRR with €114 billion by 2026. This initiative aims to develop digital platforms for managing tourist flows and offering personalized experiences. It extends beyond tourism, acting as a powerful catalyst for promoting sustainable mobility across the territory. Digitalization further enables the integration of intermodal transport services and real-time updates, simplifying travel planning and route management.
Experiential tourism, such as culinary and wine tourism (enogastronomy), is increasingly sought after, driving regional development by attracting tourists, stimulating investment, and enhancing the accessibility of visited areas. This form of tourism creates a lasting legacy for local communities.
As a global leader in food and wine tourism, Italy boasts 892 DOP and IGP products, making it a top destination for culinary tourism—an experience enjoyed by 70% of both Italian and international travelers. These visitors seek to explore culture through cuisine, food tours, and local culinary traditions. This type of tourism, often centered in rural and lesser-known areas, has a significant impact on various levels.
Firstly, it promotes off-peak tourism, helping to combat overtourism while encouraging the discovery of villages, wineries, and rural areas—thereby boosting local economies and distributing tourism benefits to areas often excluded from traditional circuits.
The increasing demand for sustainable travel experiences drives the creation of eco-friendly infrastructure and green mobility solutions, including bike paths, nature trails, electric vehicle charging stations (for both cars and e-bikes), and sharing mobility services (e-bike and electric scooter rentals) to facilitate exploration of these areas.
A driving force for development and added value
Experiential tourism not only stimulates the local economy but also creates a ripple effect, driving the development of infrastructure and services that remain available to local communities—improving accessibility and overall quality of life. The absence of infrastructure to support “full-electric” travelers is a known factor influencing travel choices.
The travel and wine tourism sectors are already adapting to this trend. For example, the Vinibuoni d’Italia guide awards and highlights bike-friendly and sustainable establishments, encouraging investments in green infrastructure such as cycling routes, e-bike charging stations, and electric mobility services. These initiatives not only enhance destination accessibility and appeal but also leave behind a network of services usable by local residents.
Currently, over 2,300 accommodations in Italy provide electric vehicle charging stations, with Trentino-Alto Adige leading the way (over 550 stations), followed by Lombardy (300) and Veneto (250).
A notable example is the Ionity charging station in Affi, inaugurated in 2023—the largest in Europe—strategically located for cross-border tourism heading toward Lake Garda. Though initially built to meet foreign tourist demand, the infrastructure also serves the local community.
Multimodality: The key to sustainable mobility
Bicycle tourism and railway tourism are leading the transition toward sustainable travel. Reducing dependence on private vehicles is essential for lowering CO₂ emissions. How can this transition be encouraged? The answer lies in intermodality—integrating different transportation systems. By connecting railway stations, airports, ports, cycling routes, and tourist destinations, travel becomes more seamless, sustainable, and accessible.
One tangible opportunity for territorial development is bicycle tourism, a rapidly growing segment that generated over €5.5 billion in economic impact in 2023—an increase of 35% from 2022 and 19.1% from 2019.
Italy boasts more than 58,000 kilometers of cycling routes, complemented by numerous local roads that, with minimal investment in signage and agreements among local authorities, could be converted into bike-friendly routes. A successful example is the Via Verde della Costa dei Trabocchi in Abruzzo, a cycling path built along a disused railway line, connecting Ortona to Vasto. This project has fostered a local tourism system centered on bicycle tourism, generating new economic opportunities for the local community.
Contrary to the belief that bicycle tourism is only suitable for short trips, European experiences show otherwise. In Northern Europe, for example, cycling routes are designed as fully equipped, safe “bike highways” suitable for medium- and long-distance travel.
A key reference model is the EuroVelo project, promoted by the European Cyclists’ Federation, which aims to create a trans-European network of 90,000 km of cycling routes. Italy plays a significant role in this project with four major routes connecting it to the heart of Europe:
Ciclovia Mediterranea (EuroVelo 8)
Ciclovia del Po (EuroVelo 5)
Ciclovia Romea-Francigena (EuroVelo 5)
Ciclovia del Sole (EuroVelo 7)
Railway tourism: Another pillar of sustainable mobility
In addition to bicycle tourism, railway tourism represents another crucial lever for promoting sustainable mobility. One notable initiative is from FS Treni Turistici Italiani, which seeks to revitalize sustainable railway tourism by restoring disused secondary railway lines that cross through villages and remote areas.
With approximately 8,000 kilometers of historic railway routes, this network offers travelers the chance to explore Italy’s lesser-known, authentic regions—promoting slow, mindful tourism while supporting environmental conservation.
To drive this evolution, it is essential to establish a fully integrated intermodal transport system supported by digital services and smart mobility platforms. Such integration facilitates access to remote areas and encourages the use of public transportation by efficiently connecting railway stations, cycling routes, and local transport services.
To explore the link between tourism and sustainable mobility, read Part 1: “Can tourism drive sustainable mobility?”
To learn how digitalization contributes to more sustainable cities and reduces territorial disparities, read Part 3: “Digitalization enhances urban sustainability and bridges regional disparities.”
