"99% of Italy": the viral campaign of Visit Italy starts, igniting the debate on overtourism

This week marks the beginning of the new, ambitious campaign by Visit Italy: it is called "99% of Italy" and it is much more than a travel invitation; it is a cultural revolution!

The goal? To encourage Italians and travelers from around the world to rediscover the hidden soul of our Beautiful Country, which is also made up of small villages, unspoiled landscapes, and authentic places, far from the usual crowded and worn tourist routes.

From June 23 to July 1, the campaign will unfold through 5 strategic publications of video on Instagram & TikTok in the most crowded and popular Italian cities: Florence, Naples, Rome, the Cinque Terre, and Venice. The videos was designed to spark curiosity and debate on one of the most pressing issues of our time: mass tourism. 

Tourist overcrowding is a complex challenge, but Visit Italy, with years of experience in territorial marketing, has the tools and vision to tackle it the right way.

This unfortunately rapidly growing phenomenon occurs when a destination receives more visitors of how many it can sustain, with serious consequences on the environment, the well-being of local communities, and the quality of the travel experience.

With the “99% of Italy” campaign, Visit Italy aims to break the myth of quick-hit, checklist tourism ( “We are living in the Checklist Era” says Visit Italy CEO Ruben Santopietro in his recent TED Talk on the future of travel) opening the doors to a new way of traveling that is more aware and sustainable, highlighting the widespread beauty of our territory.

The invitation is directed at both Italian and international travelers: discover that hidden Italy, which represents the overwhelming majority of our country but remains outside the most visited tourist circuits!

The goal is to decentralize tourist flows, begin to alleviate the pressure on more fragile destinations like Venice, for example, and generate interest in villages and landscapes often ignored by traditional tourist routes.

The intention is to spread the idea that one can explore a less-known Italy while still having unique experiences, avoiding the crowds, positively impacting the territory, and providing an opportunity for those seeking alternative destinations in Italy that are closer to the true soul of the country.

In a world that rushes traveling slowly and mindfully is not just an ethical choice, but also an opportunity to collect more intense, human, and unforgettable experiences.

Overtourism isn’t just a matter of “too many people” — it’s a matter of management. Tourism shouldn’t be demonized; on the contrary, it’s undeniably a positive force. But it needs to be regulated, spread out more evenly, and adapted to the capacity and needs of the communities that host it.

That’s why the campaign launched by Visit Italy has a simple but ambitious goal: to redistribute tourist flows, promote alternative destinations, and actively involve local communities.

So how does it work?

It all kicks off this week with the official launch of “99% of Italy”, Visit Italy’s new campaign designed to raise awareness and spark a change in the way we travel. The campaign rolls out with a series of impactful images shared on TikTok and Instagram, timed to hit during peak visibility moments.

The strength of the message lies in its simplicity: short phrases written on signs, held up silently by everyday people right in the heart of Italy’s most crowded cities, at the height of tourist season. A quiet gesture, but one that is visually powerful and emotionally compelling. It’s an invitation to pause and reflect.

A viral message, designed for social media but capable of reaching straight to the conscience: what if the true journey began far away from the crowd?

Raising awareness means helping people understand that overtourism is a challenge that affects everyone, tourists, residents, institutions, tourism operators, and mindful travelers alike.

The phenomenon of overcrowded tourism is a global issue that requires the commitment of the entire community.

Educating citizens, industry professionals, and visitors about mass tourism is essential to protect the environment, preserve local cultural heritage, and improve the quality of life for both residents and tourists.

We need to promote collective awareness to reverse this trend by encouraging responsible behavior, supporting new sustainable tourism policies, offering alternative travel routes, strengthening the local economy, reducing environmental impact, and sharing authentic experiences.

From schools to the media, from cultural associations to local governments, it's crucial to activate pathways for education, information, and training on overtourism.

This isn’t just about spreading out tourist flows more evenly, it’s about rethinking the way we travel. We need a more mindful form of tourism, one that puts people first, protects the environment, and values every corner of the land.

Because traveling sustainably also means leaving a positive impact, wherever you go.