Luminous Destinations 2027: The Journey Continues

What if we told you that the Italy you haven't discovered yet could surprise you even more than the one you already know?

Picture villages where time seems to move a little slower, lively town squares that bring everyday life to the heart of the community, little-known roads opening up to breathtaking, unexpected views, and traditions that reveal the true soul of a place. Often, these are the places that offer the most beautiful discoveries, the kind that stay with you long after you've left.

To experience the authentic side of Italy, you have to let curiosity lead the way and venture beyond the best-known destinations. It's this very spirit of discovery that inspired Luminous Destinations, returning in 2027 for its second edition with many more stories waiting to be brought to light.

For years, Italy’s tourism spotlight has been trained on the same places: world-famous art cities and postcard-perfect destinations that draw millions of visitors every year. They’re beautiful, of course. But their popularity can also put a strain on the territory, especially during peak season, affecting both the visitor experience and residents’ everyday lives.

Look beyond the usual tourist hotspots, and you’ll discover a whole different side of Italy. Think small towns steeped in history and local traditions, along with communities finding new ways to welcome visitors. This is the idea behind 99% of Italy: a wealth of cultural heritage that often goes unnoticed by mainstream tourism, and that Luminous Destinations is working to bring into the spotlight.

For its second edition, Visit Italy’s award is putting an even stronger focus on local communities and the role they play in shaping the future of their destinations. After all, a place’s value is measured in part by the quality of life it offers its residents and the opportunities tourism creates for the people who live there.

That’s why Luminous Destinations 2027 will look at how local residents are involved in tourism development, how communities preserve and share their identity, how destinations find innovative ways to manage visitor flows, and how accessible the visitor experience is. These criteria all point toward the same goal: making sure tourism benefits local communities while preserving what makes each Italian destination special.

- What happened in the 2026 edition;

- What's new for 2027;

- The selection criteria;

- The Luminous Destinations 2027 stops.

In 2026, Luminous Destinations recognized 10 Italian destinations that have found ways to build on their local strengths and turn them into opportunities for their communities and the surrounding areas.

The first edition brought together places with very different histories, landscapes, and identities:

- Viterbo (Lazio): A charming medieval city known for its San Pellegrino quarter, thermal springs, and the beautiful landscapes of the Tuscia region.

- Monreale (Sicily): Famous for its UNESCO-listed cathedral and dazzling golden mosaics, the town is also home to artisan workshops and a distinctive local identity.

- Livigno (Lombardy): An Alpine destination committed to sustainable mobility, with free public transportation and services that support electric mobility.

- Borutta (Sardinia): A small town in the province of Sassari, where religious heritage, traditional festivals, and local customs help keep the area's culture alive.

- Arezzo (Tuscany): A city of art and longstanding craft traditions, with historic workshops, its renowned Antiques Fair, and the Giostra del Saracino medieval festival.

- Oratino (Molise): Known for its artistic stonework and Oratino MAC, a festival celebrating music, art, and culture.

- Castelsaraceno (Basilicata): Set in the Lucanian Apennines, this mountain village combines beautiful natural scenery with fascinating folk traditions.

- Cingoli (Marche): Known as the Balcony of the Marche, it offers sweeping views stretching from the Apennines to the Adriatic Sea, along with a lovely historic center.

- Gerace (Calabria): A medieval hilltop town with an impressive Byzantine and Norman heritage, as well as longstanding artisan traditions.

- Genoa (Liguria): A city with many different sides, from the narrow lanes of its historic center, known as caruggi, to coastal neighborhoods like Nervi and Boccadasse.

Building on the success of its first edition, Luminous Destinations continues its journey in 2027 with the Luminous Atlas, a map created to bring together the stories and projects that showcase Italy’s rich local identities and the many places of excellence found across the country. It offers a special way to explore lesser-known places, discover inspiring initiatives, and get to know the communities helping shape the future of tourism.

This journey also reflects a shift in what motivates people to travel. Today, many travelers are looking for places where they can enjoy deeper, more personal experiences, connect with local communities, and get to know the culture, nature, and identity of each destination. More and more, choosing places beyond the main tourist routes comes from a desire for genuine emotions and meaningful connections. This is where travelers’ aspirations meet the goals of Luminous Destinations.

The guiding theme of this new edition is The Power of Trust. Trust is essential to building strong relationships between local communities, institutions, tourism businesses, and travelers. When everyone works toward a shared goal, tourism can become a genuine force for improving residents’ quality of life and creating more meaningful experiences for visitors.

What makes a destination truly worth discovering?

A beautiful landscape or a charming historic center can inspire a trip. But creating a tourism offering that delivers lasting value also takes a vision that considers the needs of the place and the people who call it home. This is the approach behind the selection of Luminous Destinations for 2027.

Applications will be reviewed by an Honorary Jury, which will assess each project based on 5 criteria:

- Benefits for residents: how tourism contributes to the community's quality of life and creates new opportunities for people who live and work in the area.

- Impact on the territory: how tourism initiatives make the most of local resources and help protect the area's cultural, environmental, and economic heritage.

- Innovation: the ability to find new ways to welcome visitors, manage tourist flows, and encourage collaboration between local institutions and businesses.

- Storytelling ability: how effectively a destination shares its history, traditions, and the distinctive qualities that make it unique.

- Accessibility: the commitment to making places, services, and experiences accessible to as many people as possible, while taking different visitor needs into account.

Together, these criteria help identify destinations that put local communities at the heart of their tourism strategies, make the most of their local assets, and create meaningful experiences for visitors.

Municipalities, groups of municipalities, and territorial networks can apply by presenting projects and strategies that explain how they welcome visitors and envision the future of tourism.

The second edition of Luminous Destinations is already underway. 

- January 18, 2027: applications are open through January 18. The Honorary Jury will begin reviewing submissions the following day.

- February 5, 2027: the selection process concludes.

- February 9, 2027: the journey culminates at BIT in Milan, where the ten winning destinations for 2027 will be announced. From that moment on, their stories will have a full year to reach new readers and travelers through articles and features on Visit Italy, national media coverage, and the Il Turismo del Futuro report.

The selected destinations will also take part in a discussion with members of the jury. Topics will include tourism strategies, research, governance, innovation, and promotion: all important issues that shape the future of local areas and influence how they are experienced by residents and discovered by visitors.

Do you think your destination has a story worth telling? Luminous Destinations is ready to help it shine.

Want to learn more about Visit Italy's initiative and find out what's changing in the new edition? Here are the answers to the key questions, from the project's goals and selection criteria to what's new for 2027.

Luminous Destinations is an award created and promoted by Visit Italy that recognizes 10 Italian destinations each year for their commitment to a more balanced, thoughtful, and sustainable approach to tourism. Its goal is to shine a light on the 99% of Italy that often remains outside the main tourist routes, highlighting local areas, their unique identities, and the communities that call them home.

An Honorary Jury made up of industry experts reviews applications based on 5 criteria: benefits for residents, impact on the territory, innovation in tourism models, storytelling, and accessibility. The selection recognizes destinations that create value for local communities, protect their heritage, and offer visitor experiences that take into account the needs of both residents and travelers.

The inaugural edition in 2026 recognized ten destinations across Italy: Arezzo, Castelsaraceno, Monreale, Viterbo, Cingoli, Oratino, Genoa, Livigno, Borutta, and Gerace. Each has its own history, landscape, and identity, yet all share a commitment to making the most of their local assets and contributing to a more thoughtful way of exploring Italy.

The second edition places a stronger focus on a new approach to travel, increasingly driven by the search for authentic experiences, connections with local communities, and a deeper understanding of each destination's culture and identity. The theme chosen for 2027, The Power of Trust, highlights the importance of trust and collaboration among residents, institutions, tourism businesses, and travelers.