From beaches to villages: Discover Italy reshapes tourism in Liguria

Overview: villages at the heart of regional strategy

Liguria is redefining its tourism offering by shifting focus from summer beaches to historic villages and inland areas. The Discover Italy workshop in Sestri Levante showcased public and private efforts to promote small towns, extend the tourist season and diversify visitor flows.

Key figures and tangible effects

The event brought together international buyers and sellers, producing hundreds of networking meetings and measurable economic benefits for local catering, accommodation and transport services. Genoa airport has shown passenger growth in recent years, indicating that investments in connectivity and promotion are attracting more foreign visitors and encouraging travel outside peak summer months.

Local strategies in action

• DMO development: plans for Destination Management Organizations aim to coordinate promotion and resource management across territories.
• Coastal–inland networks: municipalities are collaborating to create integrated routes linking coastlines, villages and hills.
• Thematic products: culture, outdoor recreation and food & wine are central to attracting experiential and high-value tourism segments.
• Improved connections: expanding air routes and transport links is essential to make villages more accessible year-round.

Practical examples from the region

Towns such as Albenga and Finale are investing in cultural trails, gastronomy and outdoor offerings to appeal to tour operators. Places like Diano Marina and Lavagna are leveraging local products (e.g. olive oil) to promote excursions and outdoor activities. The shared goal is to de-seasonalize tourism and increase average visitor stays from spring through autumn.

How villages can take advantage

• Develop experiential packages combining local food, history and outdoor activities.
• Attend workshops and trade events to connect with buyers and tour operators.
• Coordinate with the local DMO for promotion and service management (visitor centers, signage, hospitality).
• Use improved air and rail connections to reach international markets and attract off-season visitors.

Conclusion

Focusing on villages represents a strategic opportunity for Liguria: by investing in infrastructure, territorial networks and authentic products, local communities can create jobs, lengthen the tourist season and strengthen regional identity. Collaboration and high-quality experiences are essential for small towns to benefit from this shift.