Luminous Destinations: Visit Italy Presents the Award That Illuminates the Country in 2026

For those who love to travel off the beaten track, ‘Luminous Destinations 2026’ represents a new gateway to a lesser-known Italy, one that holds silent wonders ready to shine. At a time when travellers are seeking authenticity, balance and the opportunity to truly connect with the soul of a place, Visit Italy presents the award that illuminates the country, dedicated to the regions that are reinventing the future of tourism.

Let us guide you on a journey of discovery to see how an innovative project can transform the act of travelling into a more conscious experience, inspiring new routes and deep connections. If you want to travel to surprising destinations, far from overtourism and rich in identity, here you will find the story of an initiative that promises to change the way we look at Italy and its hidden treasures.

Luminous Destinations 2026 was created as an invitation to curious travellers, to those who want to go beyond the most famous destinations to discover Italy away from the spotlight. At a time when tourism is seeking new ways to achieve balance and authenticity, Visit Italy presents the Award That Illuminates the Country, promoting areas that are home to extraordinary but little-known heritage.

A dedicated jury appointed by Visit Italy will select ten destinations, awarding them the title of “Luminous Destinations” for 2026. The title will go to those destinations capable of inspiring a new way of traveling and of fostering awareness of the local area, by actively working and investing in it, in harmony between travelers and residents, and between the environment and the community.

Luminous Destinations 2026 aims to guide those who love to explore to places where beauty is not overcrowded but authentic and alive, offering the opportunity to rewrite their way of experiencing Italy through less travelled routes and stories that finally deserve to emerge.

A natural evolution of the ‘99% of Italy’ campaign, the Luminous Destinations project invites travellers to discover a new Italy, made up of authentic places that escape mass tourism. To select the ten luminous destinations, Visit Italy has defined criteria that focus on what discerning travellers really want: a vibrant identity, protected landscapes, sustainable accessibility and a narrative that combines history and modernity.

Each chosen location must inspire, engage and have a positive impact on local communities. Luminous Destinations combines digital storytelling and a presence in the area, offering visibility, connections and new opportunities to those who deserve to be discovered. For those seeking a deeper Italy, this project becomes a valuable compass, capable of guiding them towards authentic experiences and unexpected perspectives.

In a moment defined as the “Checklist Era” — a term coined by Ruben Santopietro, CEO of Visit Italy, during his recent talk at TEDxPadova to describe a kind of tourism increasingly reduced to checklists rather than lived experiences — a clear countertrend is emerging: more and more travelers are seeking authentic experiences, far from the crowds and rooted in local identity. It is within this context that Luminous Destinations positions itself as a guide toward a new way of exploring Italy.

While the most iconic destinations face the challenges brought by intense tourist flows, extraordinary places remain silent and little known. This is precisely where the project steps in, supporting emerging territories and promoting a more widespread form of tourism capable of highlighting what often goes unnoticed. For those who wish to discover new stories, unspoiled landscapes, and communities deeply connected to their land, Luminous Destinations becomes an invitation to regenerate their way of traveling.

Starting in 2026, Visit Italy is carrying this vision forward with coherence and determination, shaping a more authentic and multifaceted narrative of the country, where every journey can become an act of participation and shared discovery.