There is a thin line of shadow that today separates the old concept of opulence from the new idea of well-being. In the world of high-class tourism, true wealth is no longer measured in luxury or exclusive services, but in the quality and depth of the experiences experienced. Industry experts call it slowxury: a neologism that dissolves the fictitious contradiction between the rigor of the premium range and the slowness of local roots. The contemporary traveler seeks a perfect synthesis: he wants the refinement of a charming stay, but also demands direct contact with the producer, the craftsman’s atelier and the living history of the places.
According to a recent international survey of over 5,000 travelers taken from Travel WeeklyThe 52% from the Gen Z and the 47% of the Millennials in fact he prefers to spend for hyper-localized travel experiences And personalized rather than investing in traditional luxuries such as an expensive flight, shopping and international restaurants. According to the recent «The New Luxury Travel Playbook», luxury is less and less linked to price and more and more to the quality and authenticity of the experience, with the comfort at the top of the priorities of 34% of high-end travelers ei Millennials which constitute the largest share of «aspiring luxury travelers».
The paradigm shift of travelers in 2026
What is driving the paradigm shift is above all the boom of «slow travel»: according to the latest reports, the global market is already valid today over 106 billion euros and, with an average growth of 12% per year, it could reach almost 239 billion euros by 2033 (+125%), with the latest analyzes of Bank of America which certify how the travel expenditure of the Gen Z has grown up8.5% in the first half of 2026.
The desire to slow down is also confirmed by the numbers of Skyscannerwhich out of 22,000 travelers around the world reveals how over a third are now actively looking for quieter destinationsand in the recent survey of European Travel Commissionwhich records a growth from 22% to 26% of slow tourism in Europe. But that’s not all, according to the «Luxe Report 2026“, The “crowd control» will be an absolute trend that will define next year for the high-end traveler, with the new luxury represented by the freedom to enjoy the destination while avoiding theovertourism.
Even in Italy the phenomenon can be read in the numbers: in the small villages, in the municipalities under 5 thousand inhabitants, according to the estimates of theDemoskopika Institutein 2026 we expect further 21.3 million arrivals (+5.3% on 2025) and almost 80 million presences (+6.9%), with an average stay stable at 3.7 days and a cost of around 760 euros per stay, while the mountain resort recorded a 14.4% increase in arrivals, according to data from theJFC Italian Summer Mountain Observatory.
The new travel trend that could conquer the market
«The traveler who can afford to choose is looking for something different today. It no longer counts only where you go, but how you experience a destination”, he explains Ron Pohlpresident of WorldHotels. «The idea behind Slowxury it’s simple: taking the time to connect more deeply with a place, its culture and its people, without giving up excellent hospitality. We don’t consider it just a trend, but the reflection of a lasting change in travellers’ expectations, in which experiences and authentic connections with the territory become the true hallmarks of luxury.”
“Italy is in a unique position to lead this movement,” he adds Sara DigiesiCEO of BWH Hotels Italy & South-East Europe. «Its extraordinary diversity allows travelers to discover exceptional contrasts in a single trip, from lively coastal locations to peaceful country retreats, from the most famous cities in the world to hidden villages rich in tradition. As a company that promotes distinctive hotels with a strong local character, the role of WorldHotels is to help enhance these experiences while preserving what makes them special. By 2027, we believe this way of traveling will be firmly entrenched in the high-end landscape.”
10 attractive travel destinations for young people (but not only)
So here they are 10 unmissable destinations and the 10 activities perfect in the name of «Slowxury», selected by the travel experts of WorldHotels:
1. San Martino di Castrozza (Trentino-Alto Adige): at the foot of the Pale di San Martino, time slows down to the rhythm of the seasons: larch forests, the silence of dawn at high altitude and mountain cuisine describe a luxury made of space and authenticity. Here theHotel Cima Rosetta offers warm and timeless mountain hospitality, an ideal gateway to experiencing the Dolomites away from the large tourist flows.
2. Venice (Veneto): away from the most crowded routes, Venice is rediscovered at dawn, among silent streets and squares that convey the authentic rhythm of the lagoon. The historian Hotel Savoia and Jolandaoverlooking the San Marco basin, is the ideal base for a slow stay in the heart of the Serenissima.
3. Milan (Lombardy): even the metropolis par excellence has its slow face: neighborhoods like Brera or the Navigli, the greenery of urban parks and a constantly evolving gastronomic scene make up a luxury made of details and boutique hotels with character, like Houses 18, Collini Rooms And Matilde Boutique Hotelintimate and tailor-made addresses, far from hit-and-run tourism.
4. Langhe (Piedmont): among hills cultivated with UNESCO World Heritage vineyards, stone villages and historic cellars, the Langhe tells of a luxury made of time, land and flavours: a harvest to be experienced calmly, between tastings and truffles, far from mass tourism.
5. Camogli (Liguria): with its colorful houses overlooking the sea and fishing ports, Camogli preserves the most authentic soul of Liguria, among panoramic paths to be walked calmly. The Sublimis Boutique Hoteloverlooking the gulf, is the ideal refuge for those seeking privacy and a sea outside the box.
6. Modena (Emilia-Romagna): land of engines but also of cellars, vinegar factories and farmhouses surrounded by greenery, the Modena area is one of the emerging destinations of Italian slow travel. Villa la Personala offers a stay immersed in the countryside, between slow rhythms and authentic flavours, far from the most crowded centers and close to the truest soul of Emilia.
7. Florence (Tuscany): between the Renaissance of the historic center and the hills that open up just outside the city, Florence offers time to savor art, wine and landscape without rushing. THE’Hotel Mulinohoused in an ancient mill, interprets this slow vocation with authentic hospitality, suspended between history and nature.
8. Valnerina (Umbria): in the green heart of Italy, among abbeys, woods and stone villages suspended in time, the Valnerina offers an experience of authentic slowness made of truffles, paths and silence, far from the most beaten tourist routes.
9. Itria Valley, Ostuni (Puglia): among dry stone walls, trulli and centuries-old olive trees, the Itria Valley preserves a timeless landscape, where the slow pace can be felt among farms and white villages overlooking the Adriatic and Ionian Sea, far from the mass tourism of the high season.
10. Procida (Campania): Italian capital of culture 2022, Procida remains an island on a human scale, made up of pastel houses, vegetable gardens and small ports where time passes according to a different rhythm. I am the one to tell you about this philosophy Procida Camp & Resort Ciraccio and the Procida Camp & Resort La Caravellatwo glamping which reinvent open air hospitality, between designer curtains and a view of the Gulf of Naples, for a luxury that becomes nature, space and slowness.
The 10 activities to experience the new way of traveling at its best
Here, finally, are 10 perfect activities to live life to the fullestSlowxury travel»:
- Private dinner with a local family
Lunch or dinner in a private home, with local products and a story of family traditions. TO Gyumrithe cultural capital ofArmeniatheAivazovsky Congress Hotel & Spa it is the ideal base to immerse yourself in the legendary local hospitality and enjoy an authentic sharing experience.
- Cooking class with a local chef
Not a standard tourist cooking class, but gathering ingredients at the market, visiting the producer and preparing traditional recipes. TO Bolzano The Parkhotel Laurina historic Art Nouveau grand hotel, is the ideal base for discovering South Tyrolean cuisine.
- Private visit to a small winery with the producer
Local wine tasting, visit to the vineyards and paired lunch, avoiding the large commercial wineries. In ValtellinaThe Grand Hotel della Posta of Sondrio, a historic building from 1862, is the ideal starting point for private tastings.
- Workshop with a local craftsman
Ceramics, weaving, jewellery, violin making, wood or leather working: learn a technique and personally create an object. At the gates of Verona The Muraless Art Hotelan immersive structure dedicated to street art, invites guests to immerse themselves in urban art and feel like artists for a day among innovative works and materials.
- Food walk with a local
Market, historic bakery, shop, cheese producer, delicatessen and small restaurants frequented by the community. TO Thessalonikion the seafront, the Makedonia Palace it is the ideal base for discovering the city’s gastronomic scene.
- Foraging with local guide
Harvesting of herbs, mushrooms or wild fruits accompanied by a local expert, followed by a dinner prepared by a chef. On the hills surrounding the banks of the Lake VaresetheHorizon Wellness & Spa Resort it is the perfect starting point to explore nature and rediscover the uncontaminated flavors of the earth.
- Overnight stay in a historic home or farmhouse with agricultural experience
Not simply sleeping in a charming structure: olive harvest, grape harvest, garden care, cheese or bread production.
- Private tour of a village with a resident
Not the classic sightseeing: family stories, shops, places normally closed to the public and meetings with the inhabitants. On the Lake Gardaa Benaco TowerstheHotel Al Caminetto (adults only) is the ideal refuge to discover the village, between the Scaligero castle and the weekly market in the historic centre.
- Wellness experience based on local traditions
Spas, medicinal herbs, ancestral rituals, traditional massages or local practices, naturally with premium standards of hospitality. In Ischia, in the village of Sant’Angelo, theHotel Terme San Michele & SPA (adults only) offers thermal waters in a Mediterranean garden with sea view; in Mykonos the spa of Collini Hotel Mykonos offers wellness rituals with a view of the Aegean.
- Slow journey by scenic train
The mode of transportation becomes part of the luxury: fewer airports and hectic transfers, more scenery, time and stops in small towns.
