In the age governed by social media, no sector escapes their influence. In tourism, a fact stands out from the others: about 80% of social sharing takes place during the trip and affects user decisions. A significant and emblematic percentage of the almost "fatal" attraction between tourism and digital and the transformation undergone by the former thanks to the latter. From analysis on over 18 millions of comments in Italian and English, the extraordinary potential emerged clearly economy enclosed in sustainable tourism associated with one of the Italian excellences: food and wine. The tourist who chooses Italy looks for the emotional experience also given by the offer integrated: knowledge of the area combined with cooking classes or wine tastings.

Social media are of great help in the digital age: not only because you share photos and emotions, but also because information is sought in social networks, places to visit are chosen, and people contribute substantially to the analysis and development of offer and services. And it is precisely during the holiday that the process takes place, just think that 78% of conversations on social media take place right in course of experience helping to raise the reputation of the place. For example, in the summer of 2018 Sardinia, Sicily and Puglia were the most “tagged” regions on Instagram.

The attractiveness of rural, environmental and sustainable tourism is also significant, while the cities of art are always protagonists: Rome is "queen" with 18.9% of the comments (positive for beauty of the places and negative for the quality of services). On the podium also Milan and Venice with the 13.6% of citations. The Lombard capital likes innovation and artistic flair, criticized instead the quality of the air. In Venice on the shields the charm of canals and gondolas, thumbs down instead due to the presence of cruise ships.

In short, tourists increasingly social and increasingly digital… The Italian tourism system will be able to take up the challenge?