Emerging Trend of "Vertical" Experiential Tourism in Italy (2025)

How themed tours are transforming inbound tourism — and why a smart platform is needed to manage them

A paradigm shift in inbound tourism 

2025 marks a pivotal turning point for Italian tourism: international demand is increasingly shifting toward specific and authentic experiences. Travelers are no longer just looking for destinations, but for immersive journeys tailored to their personal interests, transforming inbound tourism into a series of well-defined thematic niches. 

Why vertical experiential tourism is a real trend (not just a passing fad) 

Vertical tourism refers to highly focused travel experiences centered around specific themes and interests, capable of attracting precise communities of travelers. This approach meets the growing demand for personalization, sustainability, and genuine engagement with local territories — moving beyond mass tourism and opening up new opportunities for operators. 

Supporting data for the rise of vertical experiential tourism 

• Walking routes and pilgrimages: In 2024, over 191,000 walkers traveled Italy’s main trails (+29% compared to 2023), generating more than 1.4 million overnight stays. Around 30% of these pilgrims came from abroad 
  (Source: Terre di Mezzo, “Italy, Country of Walks” Report, 2024)
  
  
• Thermal and wellness tourism: In 2024, Italian thermal spas welcomed around 2.8 million clients, 12% of whom were international. The wellness sector in Italy is valued at over €13 billion.
  (Source: Federterme, 2024 Report)
  
  
• Sports and outdoor tourism: According to ENIT, in 2024 Italy attracted over 556,000 international tourists interested in sports activities, generating around €338 million in economic impact. Cycling tourism alone generates €4.5 billion annually.
  (Source: ENIT, 2024)
  
  
• Agritourism: In 2023, Italian agritourism facilities recorded over 4 million arrivals (+35% vs. 2019), with 15.5 million overnight stays — 58% of which came from foreign tourists.
  (Source: Agriturist/ISMEA, 2024)
  
  
• Spiritual and religious tourism: In 2023, Italian religious facilities hosted 6 million guests. For the upcoming 2025 Jubilee, an estimated 35 million pilgrims are expected, with an economic impact forecasted at €17 billion.
  
  

Most promising vertical niches for 2025 

Case Study: Hubcore.ai and Federterme Collaboration 

A concrete example of verticalization’s potential is the strategic partnership between Hubcore.ai and Italcares, part of Federterme, recently launched in the market. The goal is to digitize Italy’s thermal tourism offering by creating integrated, easily distributable solutions across both B2B and B2C channels — demonstrating how technology can be a game-changer in international competitiveness.