Appealing to a new generation of travelers interested in responsibly exploring Italy, EF Ultimate Break launched its Andiamo campaign. The promotion spotlights top experiences like Ultimate Italy for 17 days in six cities; Venice, Florence & Rome; and Taste of Italy: Tuscany & Umbria for an exploration of hilltop villages, and an abundance of food.
"We recognize that Italy represents one of the most in-demand destinations for more sustainably minded Gen Z and Millennial travelers," said Heather Leisman, President, EF Ultimate Break, "Our 'Andiamo' campaign invites young adult travelers to experience Italy's rich culture, welcoming spirit, and vibrant communities—while we continue to emphasize the importance of being responsible travelers, supporting the local communities we visit."
These tours curated for 18-to-35-year-olds intentionally limit group sizes and help to mitigate carbon emissions.
What's Driving This Trend
- Sustainable Tourism Experiences
- As younger generations prioritize eco-friendly practices, offering travel experiences that address carbon emissions represents a significant shift in the tourism industry.
- Cultural Immersion Tours
- Providing tours that deeply engage with local cultures and communities meets the rising demand for authentic and meaningful travel experiences among young travelers.
- Small Group Travel
- Capping tour group sizes not only enhances personal experiences but also aligns with the growing push towards sustainable and responsible tourism practices.
Who This Affects Most
- Travel and Tourism
- The travel industry is adapting to the demands of eco-conscious Gen Z and Millennials by creating carbon-conscious travel itineraries.
- Sustainability and Environmental Services
- With an increased focus on travel's carbon footprint, there's a growing intersection between sustainability services and tourism.
- Cultural Tourism
- Cultural tourism is seeing a resurgence as tours that promote community engagement and cultural authenticity gain popularity among younger generations.
