The trend has been underway for years, but as often happens in the world of communication, trends are ignored until they’re given a name, in this case: “experiential tourism”. Tour operators say it’s booming, and the headlines read it’s the future of Italy. But let’s see what it is and why Veneto is the perfect destination to meet the needs of future travelers.

Quite simply, perhaps because we’re bombarded by messages, videos, and words, and spoiled by globalized consumerism, we’ve lost interest in simply “looking” and “eating.” To enjoy ourselves, we now need to be moved by visiting places that offer personalized activities and services for unique experiences. A beautiful painting hanging on the wall in a dark and dreary museum is no longer enough, nor is eating well in a poorly maintained and welcoming environment, nor is relaxing in the sun without the opportunity to enjoy on-site activities. Today, we travel for cultural experiences tied to the local area. We expect to be pampered by good service, because work stress, unfortunately, is on the rise, and we love experiences that engage all five senses. So, why Veneto?

First of all, for the incredible variety of the region’s tourism offerings. Within just an hour’s drive, you can enjoy lunch overlooking the hills, visit an exhibition in a city of art, and then relax while watching a sunset over the sea at aperitivo time. Incredible, right?

Veneto is a land where many hidden gems remain truly “secret,” offering travelers the pleasure of discovery and the unique flavor of authentic, unspoiled, and untouched tourist destinations. The most beautiful side of Veneto has not yet been exposed to the whims of marketing, and perhaps this is precisely its fortune: where else can you enjoy a wine tasting in a designer winery, while being offered homemade products made by the owner’s grandmother the night before?

Veneto boasts 3,000 years of history—and not just any history, but one filled with truly unique events, such as the rise and fall of the greatest maritime power ever (Venice), the bloodiest battles of the Great War (the region boasts the world’s largest open-air museums of the First World War), the birth of truly unique artisanal skills, and the rapid rise of modern manufacturing (testified to by incredible monuments of industrial archaeology and museums dedicated to the history of costume).
A truly incredible treasure trove of experiences—just start browsing the pages of Veneto Secrets and you’ll want to leave right away!