Go BackThe Future of Tourism is Tribal
When we discuss tourism and territorial development, as we often do—Ruben Santopietro, Founder and CEO of Visit Italy, and Matteo Rinaldi, Professor at Luiss University and Co-Founder of Human-Centric Group—innovative ideas and solutions always emerge to enhance tourist flows in Italy. Recent data reveals that 70% of foreign tourists are concentrated in just 1% of the national territory. Cities like Venice, Florence, and Rome are under unsustainable tourist pressure, putting their invaluable cultural and natural heritage at risk.
This phenomenon has led to the rise of “tourism phobia” among residents, a negative reaction from local communities towards visitors. The uncontrolled increase in short-term rentals, often unregulated, contributes to residential desertification and rising housing costs. This often fosters discontent and social tensions between tourists and locals. But how to make tourism sustainable? The future of tourism is Tribal!
So, how to attract visitors to lesser-known destinations?
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The first step is visibility. Increasingly, municipalities are choosing to promote their region’s beauty on platforms like Visit Italy, which reaches millions of people eager to discover hidden gems. Global visibility is essential: no one can visit a place they don’t know exists.
The second, less intuitive but equally crucial step is adopting what we call a “tribal mindset.” When promoting a city, it’s easy to make the mistake of claiming “we have it all: art, history, nature, luxury hotels, fancy discos, etc. This means that there’s often a tendency to try to appeal to every type of visitor—culture lovers, sports enthusiasts, or young people seeking nightlife. However, when you try to be everything to everyone, you risk being relevant to no one.
The Concept of Tribes
As we also discussed in the article: “Swimming Pool Strategy“, tribes, or communities, are groups of people who share similar interests, lifestyles, and passions. Today, thanks to the internet and new technologies, forming these communities has become easier. That’s why the concept of tribes is particularly relevant in today’s economy, especially in tourism.
Tribes can be directly linked to travel, such as backpackers, solo travelers, business travelers, or digital nomads, or they can be tied to specific interests like foodies, cyclists, skiers, or gamers.
Developing a tribal mindset means mapping out a territory and identifying the attractions that could appeal to specific tribes, using the right channels to engage them. For instance, Bergamo and its province could attract foodies and wine lovers with specially curated gastronomic tours. They could promote on blogs like Giallo Zafferano or through influencers like Fiorella Breglia of “Cucinoperamore.” Likewise, Bergamo could promote its scenic cycling routes, including the Bergamo-Brescia cycle path, to appeal to cyclists worldwide.
Activating the tribes
Once tribes are identified, it’s crucial to activate them, offering engaging and memorable experiences through the most effective channels. Blogs, influencers, and social media allow you to segment audiences based on their interests, targeting them with precision. For example, an ad about cycling routes will be seen only by those genuinely interested. Actions like these could spark in them a desire to visit the destination.
A striking example comes from Tokyo, which recently developed a “vegan map” to attract the vegan tribe to the capital of the Land of the Rising Sun.
Numerous travel blogs now list Tokyo as one of the most vegan-friendly cities in the world. But vegans are just one of the many tribes that Tokyo actively seeks to attract. Another fascinating example is the gaming community. According to Statista, there are 3.2 billion gamers worldwide, and Akihabara, also known as “Electric Town,” has become their mecca. As night falls, neon signs light up the district, creating an atmosphere that is irresistible to anyone passionate about video games.
The future of tourism is tribal, so which tribes you should target?
Let’s return to Italy. Using the GWI database, we analyzed which tribes are most interested in visiting Italy across various countries. Local municipalities and regions can leverage this information to design tailored activities and develop targeted digital strategies aimed at attracting these specific groups of visitors.
To truly value local realities, we must stop talking about tourists and start talking about people and tribes. It’s not enough to know their age or where they’re from. We must be curious and go deeper, understanding their interests, passions, and fears. Only then we can transform our territories into destinations that speak directly to the hearts of people, creating authentic and unforgettable experiences that leave a lasting impression. This is the future of tourism: connecting, engaging, and inspiring.
As we move forward, the future of tourism is tribal. By understanding and catering to these unique tribes, we can transform territories into vibrant, personalized destinations, creating unforgettable travel experiences.
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