It’s called “The White Lotus effect”, and it refers to the boom of American tourists in Sicily after the airing of the second season of the award-winning TV series that won two Golden Globes. As reported by the New York Times Post,  by the end of 2022, accommodation requests in Sicily had increased by 50%, with Taormina ranking at the top of the list of the most sought-after destinations on travel websites.
But it’s not just Sicily. In recent months, there has also been an increase in flight searches to Naples following the release of the new season of ‘Mare Fuori’.
Cine-tourism is a growing sector, according to Expedia’s 2023 travel trends report, which revealed that two-thirds of travelers draw inspiration from movies and TV series to choose their next destination.

PhotoAiD’s Study on cine-tourism

According to a survey conducted by PhotoAiD, 96% of people have visited at least once in their lives the sets of their favorite movies, and this year’s holidays, 78% will choose their destinations based on the locations of beloved films.
In line with this trend, Netflix has initiated a collaboration with the United Nations World Tourism Organization to support the favorite destinations of cine tourists.

Moreover, even government entities like the website of Albuquerque, New Mexico, have created a special itinerary for ‘Breaking Bad’ fans, as well as French tourism agencies offering guided tours to the favorite locations of Lily Collins in ‘Emily in Paris’. The latter has attracted numerous tourists and aspiring residents to the French capital.

According to PhotoAiD’s survey, 35% of respondents choose a city based on their Netflix watch history to have an immersive experience that allows them to feel like the protagonist of a show, even if only for a moment.

Among the preferred destinations in the United States, 31% of respondents stated a desire to visit Hawaii due to their passion for the ‘Jurassic Park’ saga. In the American ranking, New York dominates the second, third, and fourth places for three different reasons. The series ‘Friends’ motivates 30.5% of tourists, the 2019 film ‘Joker’ motivates 28.6%, and ‘Home Alone 2: Lost in New York’ motivates 27.9%.

To give an idea of the economic impact cine-tourism can have on a country, the second-to-last film in the ‘Jurassic Park’ franchise, ‘Jurassic World: Fallen Kingdom,’ boosted Hawaii’s economy with $31 million. According to the research, this amount translates to $6.9 million in wages for over 1,200 Hawaiian workers.

The most desired destinations:

But what are the most desired destinations? While the first place is taken by the United Kingdom and Ireland, the realm of ‘Harry Potter’ and ‘Sherlock Holmes’, New Zealand takes the second position with 18.1% of tourists seeking to relive the journey of The Lord of the Rings’. Following closely are the sets of ‘Game of Thrones’ in Northern Ireland, the United Kingdom, and Croatia (chosen by 17% of respondents) and South Korea from ‘Squid Game’ (16.7%).

What are people looking for when choosing a solo trip, and why is it considered the new luxury trend?

A study published in the Journal for The Theory of Social Behavior reveals that an increasing number of individuals are actively embracing solitude, far as a positive condition to seek, rather than avoid. This manifestation of solitude, far from any negative connotation or having a negative meaning,  offers a series of benefits that include greater freedom, creativity, intimacy, and spirituality.

Just as past travelers did, present-day travelers also find solitude an opportunity for introspection and connection with nature.
Whether it’s a secluded beachfront retreat or a  cabin in the mountains, solo vacations represent the new luxury trend in the art of traveling. In an era where we are constantly connected and stimulated, carving out moments of tranquility becomes an authentic luxury experience.
After a long period of travel restrictions during the pandemic, people have developed an even stronger desire to break away from the hustle and bustle of cities and immerse themselves in remote environmental settings.
The increasing connectivity and excessive presence of electronic devices in our lives have amplified the need to unclog and rediscover inner peace. Isolated and uncontaminated locations become the ideal destinations for rediscovering a sense of freedom and amazement, allowing you to reconnect with yourself and experience profound self-awareness.
Solo vacations are not only a way to escape from the daily grind and enjoy a relaxing break, but also an opportunity to discover yourself, reflect on your passions, and support the soul. Away from distractions and external influences, we can allow ourselves the luxury of dedicating time to ourselves and connecting with the beauty of the world that surrounds us.

5 destinations for a solo trip:
There are many interesting destinations that are perfect for planning a solo trip.
Here are 5 suggestions
○      Tokyo, Japan:
Tokyo is a vibrant and captivating city that offers endless opportunities for solo travelers. You can explore neighborhoods like Shinjuku and Shibuya, visit ancient temples such as Senso-ji Temple, wander through traditional markets, and try the delicious local cuisine. The city is also remarkably safe for solo travelers.
○      Reykjavik, Iceland

Iceland is a magical country with breathtaking nature. Reykjavik, the capital of Iceland, is a perfect destination for solo travelers looking/seeking adventure. You can explore the spectacular waterfalls. hike on glaciers, relax in natural thermal waters, and admire the Northern Lights.

○      Barcelona, Spain
Barcelona is a vibrant and welcoming city, ideal for solo travelers. You can stroll along La Rambla, visit Gaudís masterpieces like the Sagrada Familia and Parc Güell, indulge in Spanish cuisine at local markets, and relax on the city’s beaches. Barcelona’s nightlife also offers plenty of opportunities to socialize.

○      Auckland, New Zealand
Auckland is the largest city in New Zew Zealand and offers a unique blend of spectacular nature and urban culture. You can explore volcanoes, go hiking in the famous wine region of Waiheke Island, discover beaches, and participate in outdoor activities like bungee jumping or kayaking, New Zealand is also known for its safety and hospitality.

○      Berlin Germany
Berlin is a fascinating and cosmopolitan city with a rich history, a vibrant art scene, and lively nightlife. You can visit historical sites such as the Berlin Wall and Holocaust Memorial, explore world-class museums, attend beach parties along the Spree River, and discover the eclectic atmosphere of neighborhoods like Kreuzberg and Friendrichshain.

Wine Tourism is an increasingly established trend and is certainly going to last for a long time, thanks to the opportunity to combine one’s passion for wine with a journey through the culture and traditions of the visited territory.

Summer 2023: Wine Tourism Boom

According to the research conducted by Cna Turismo e Commercio, the upcoming summer will bring 10 million wine tourists to Italy, including 3 million foreigners, generating an estimated turnover of around 2.5 billion euros. Our country boasts an unparalleled wealth, with its 526 certified wines.

Wine Tourism in Lombardy

According to the research, wine tourism in Lombardy is expected to experience a high growth rate in the coming years. It is predicted that only in 2023, more than 1.7 million tourists will visit or arrive in Lombardy to explore the wineries in the region, generating an economic flow of approximately 88 million euros.

Wine Numbers in Lombardy

In Lombardy, wine represents a highly valuable cultural and gastronomic heritage. The region boasts 5 DOCG (Denomination of Controlled and Guaranteed Origin), 21 DOC (Denomination of Controlled Origin), and 15 IGT (Typical Geographical Indication) wines, cultivated on an area of 30,000 hectares, producing approximately 1.4 million hectoliters of wine each year.

Wine tourism as an experiential journey

Wine tourism as an experiential journey is thriving in our country. This type of tourism is driven by a deep appreciation for wine, but it goes beyond that. Travelers seek a unique and immersive experience, exploring new outdoor activities, connecting with nature, and engaging with local communities. They value the opportunity to combine various activities and interests into a single trip, creating a rich and memorable experience.

From this perspective, wine tourism indeed offers this and much more. It includes cellar tours to witness the wine production process, participation in grape harvests, tastings of different grape varieties, and the opportunity to learn about winemaking techniques, as well as the chance to participate in wine-related events, festivals and fairs that showcase the essence of the area’s culture.

Wine tourism as an opportunity for development and economic growth

Wine tourism also involves travel agencies, accommodations, restaurants, and businesses in the region, which is why it represents an opportunity for development and economic growth not only for wineries, but for the entire tourism sector in the area.

The synergy between artistic and cultural heritage, excellent craftsmanship and wine exerts an enormous attraction for travelers and to all intents and purposes it represents the new challenge for our country.

Quiet luxury is a term that is becoming increasingly popular in the world of fashion and lifestyle. But what is it exactly? Is it a fashion trend, a phenomenon, or a marketing stunt? Let’s delve into the background of this word and its significance when it comes to shopping.

What is quiet luxury?

First and foremost, the term quiet luxury refers to an approach to fashion and lifestyle that prioritizes simplicity, elegance, and the quality of materials. Instead of seeking eccentricity and visibility through the most famous and recognizable luxury brands, proponents of quiet luxury prefer a more discreet form of luxury, based on attention to detail and refinement.

This trend towards understatement is reflected in high-quality clothing and accessories with minimalist designs, free from embellishments. Rather than seeking ostentation, this new trend values essentiality and functionality, featuring durable materials such as silk, wool, and cashmere.

How did the quiet luxury trend originate?

The quiet luxury trend is believed to have originated as a response to the excessive ostentation and visibility of traditional luxury. In an era where image and brand have become more important than the actual quality of a product, quiet luxury represents a shift towards sobriety and discretion.

According to a recent article in Time magazine, the inclination to choose no-logo clothing is believed to be a consequence of the negative effects that the pandemic has had on the global economy and the psychology of individuals, leaving behind traces of uncertainty and hardship in society. It has also fostered a greater sense of solidarity and empathy towards those who have experienced or are experiencing difficulties. A similar phenomenon occurred during the 2008 crisis, and it is typically observed during periods of recession.

At the same time, quiet luxury has also become a marketing phenomenon. Fashion and lifestyle brands have recognized that there is a segment of consumers seeking something different from traditional luxury, and they are trying to meet this demand and capitalize on this trend.

During a recent conference of the global giant LVMH, Chief Financial Officer Jean-Jacques Guiony stated that the group intends to embrace and cater to this increased inclination towards understated elegance. “For us, it is not a problem,” he affirmed. “LVMH had already anticipated a higher demand for garments with a discreet aesthetic and is ready to meet everyone’s needs with tailor-made products.”

An increasing number of brands are therefore launching collections and products that embody the concept of quiet luxury with the aim of attracting consumers who seek a less visible or ostentatious form of luxury. These garments are expensive, but they prioritize anonymity and emphasize quality and durability over time. This is why the term “invisible luxury” is used, referring to the choice of a low-profile style that still commands significantly high prices.