INTERVIEW: Touring Club of Italy- Milano

Italy, a country synonymous with art, history, and breathtaking landscapes, has long been a dream destination for travelers. But beyond the iconic landmarks of Rome, Venice, and Florence, a deeper Italy awaits—one that the Touring Club Italiano (TCI) has been dedicated to unveiling since 1894. As a cornerstone of Italian tourism, TCI has played a crucial role in shaping how both Italians and international visitors experience the country.

We had the privilege of asking Giulio Lattanzi, General Manager of TCI a few questions in order to delve into the organization’s rich history, groundbreaking initiatives, and its vision for the future of sustainable travel in Italy.

A Legacy of Exploration and Preservation

Originally founded as a cycling club, TCI quickly evolved into a pivotal institution, filling gaps left by the state in travel infrastructure and tourism development. “Our mission is to take care of Italy,” Lattanzi explained. “We ensure that Italy is better known, more attractive, competitive, and welcoming.” From advocating for landscape protection laws in the early 20th century to introducing the first travel guides tailored for Italians, TCI has consistently championed cultural and environmental preservation.

Pioneering Initiatives That Shaped Italian Travel

Over the years, TCI has spearheaded numerous initiatives that have left a lasting impact. It played a key role in the creation of Italy’s first national parks, the country’s first highway, and the introduction of camping as a popular travel style. TCI also pioneered school tourism, fostering a culture of exploration and education among young Italians. One of its most significant contributions to Italy’s cultural heritage is the Guide Rosse, a detailed mapping of the nation’s historical and artistic assets, recognized by the Ministry of Culture as a fundamental resource.

Reflecting on the importance of education in travel, Lattanzi noted, “Travel should be more than just sightseeing; it should be an opportunity to learn and appreciate the cultural and natural beauty of our country. That is why we continue to invest in resources that inform and inspire travelers.”

Unlocking Hidden Treasures with 'Aperti per Voi'

One of TCI’s most celebrated programs is Aperti per Voi (“Open for You”), launched in 2005. This initiative grants public access to historic sites that are typically closed, thanks to a network of 1,600 volunteers. From ancient churches to grand palaces, these hidden gems are now open to visitors, offering a richer understanding of Italy’s cultural heritage. Since 2015, TCI volunteers have even facilitated public visits to the Quirinale Palace, the official residence of the President of Italy.

Lattanzi elaborated on the program’s impact: “Many of these locations were at risk of being forgotten. By opening them to the public, we give them new life and ensure they remain part of our collective memory.”

Championing Slow Tourism: The Orange Flag Initiative

In an era of mass tourism, TCI has been a strong advocate for slow tourism—a movement encouraging travelers to explore beyond the usual hotspots. Through the Orange Flag program, launched in 1998, TCI certifies and promotes small inland villages that excel in hospitality, sustainability, and cultural richness. “We have certified 290 villages across all Italian regions, selecting them from over 3,500 applications,” Lattanzi shared. These towns offer an authentic, off-the-beaten-path experience while preserving their local traditions and heritage.

“Our aim with the Orange Flag is to create a network of destinations that represent the soul of Italy,” Lattanzi continued. “Visitors who choose these places contribute directly to local economies while experiencing something unique and deeply rooted in tradition.”

The Future of Italian Tourism: Challenges and Opportunities

Looking ahead, TCI sees several urgent challenges for Italy’s tourism industry. Climate change, urbanization, and overtourism in places like Venice and Florence threaten both cultural heritage and local communities. “Sustainable tourism models are crucial to preserving Italy’s beauty for future generations,” Lattanzi emphasized. TCI is actively working on solutions, from advocating responsible travel practices to supporting the restoration of historic villages.

“Tourism must evolve,” Lattanzi stated. “If we do not balance preservation with accessibility, we risk losing the very essence of what makes Italy so special.”

How to Travel
Responsibly in Italy

For those looking to explore Italy in a more meaningful and sustainable way,
TCI offers its Ten Commandments of the Responsible Traveler:

1. Prepare in advance by researching your destination.

2. Travel during less crowded months.

3. Opt for weekday visits to avoid peak tourism.

4. Stay at least one night for a more immersive experience.

5. Use low-environmental-impact transportation.

6. Walk or take public transport within cities.

7. Explore lesser-known areas beyond major landmarks.

8. Support local businesses by buying regional products.

9. Respect cultural sites and engage with locals.

10. Practice proper waste disposal and recycling.

A New Era of Travel: Digital Innovation and Post-Pandemic Trends

Post-pandemic travel trends have shifted, with more visitors seeking nature-focused experiences, small villages, and personalized itineraries. However, the resurgence of tourism has also led to overcrowding in major cities. To help travelers navigate Italy more effectively, TCI has embraced digital tools, offering a user-friendly website, travel apps, and engaging social media content that promotes lesser-known destinations and sustainable tourism.

Lattanzi commented on this shift: “People now want more personal, unique experiences. We’re using technology to guide them to places they might never have considered before.”

Looking Ahead: TCI’s Vision for the Future

With a commitment to shaping a more sustainable tourism landscape, TCI continues to invest in editorial projects, territorial initiatives, and high-level training programs for local administrations. “Our goal is to educate travelers and support local economies,” Lattanzi stated. “By doing so, we ensure that Italy remains a place of beauty, history, and hospitality for generations to come.”

Discover Italy Through a New Lens

The Touring Club Italiano has not only shaped the way people travel in Italy but has also safeguarded its cultural and natural treasures for over a century. Whether you’re drawn to the vibrant streets of Rome or the quiet charm of an Orange Flag village, TCI’s initiatives invite you to experience Italy in a deeper, more responsible way.

So next time you plan your Italian adventure, take a page from TCI’s book—venture off the beaten path, embrace slow travel, and discover the heart of Italy beyond the postcards!