Non-hot-spot Adventures

RethinkingItaly.com is our website for travelers. This is our website for travel agencies. There is perhaps no other term that best speaks to Divertimento Group’s raison d’être than Overtourism.

There is no clear cut, traceable source for the person or organization that first used the term “overtourism”, but Divertimento Group embraces the working definition from the current website: www.responsibletourismpartnership.org.

“Overtourism describes destinations where hosts or guests, locals or visitors, feel that there are too many visitors and that the quality of life in the area or the quality of the experience has deteriorated unacceptably. It is the opposite of Responsible Tourism which is about using tourism to make better places to live in and better places to visit. Often both visitors and guests experience the deterioration concurrently.”
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Our Alternative Cultural Adventures...

allow travelers to meet the people, eat the food, touch the history, and hear the stories of local residents, who are the precious gatekeepers of tradition and artisan secrets.

We Are a Concierge-Style Business for Tourism Companies

We create non-standard, out-of-the-ordinary itineraries for travel agencies/ consultants who want to launch new offerings to cultural travelers.

Cultural travelers represent an increasingly valuable segment of the marketplace. We differ than most other companies in the adventure travel or “memory maker” sector because our multi-stakeholder approach allows us to create our alternative adventures alongside local business owners, many of whom were born and raised in the territory we are promoting. Together, we create specialized itineraries that make them proud and keep visitors coming back. Local input helps maintain the delicate balance between guaranteeing residents’ quality of life and visitors’ quality experiences.

Our approach includes high-profile events in partnership with Italian and American businesses committed to promoting Italy at its best, B2B social media campaigns, webinars and educational forums. A networked, collaborative approach fosters respect for the people who live and work in the areas your clients will visit.

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The STOP Overtourism Movement

We invite travel professionals to join us in our STOP Overtourism Movement.

We will provide spectacular photos, visitor reviews, extensive destination profiles/background history and carefully planned itineraries that will help promote our less crowded, lesser-known, truly out-of-the-ordinary Alternative Cultural Adventures. We will help encourage experienced Italian travelers to start #RethinkItalianTravel – leave their comfort zone at home and celebrate life!®

#RethinkingItaly Events

Chicago • New York • San Francisco • Los Angeles

Divertimento Group wants you to help us make a lot of “chiasso” – noise! The more travel professional partners we have at our special events to raise awareness about our STOP Overtourism Movement – the greater the chance the media will give more attention to lesser-known, less-crowded locations. 

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Be sure to sign up for our newsletter so you can be invited to our #RethinkingItaly events in your city! 

Secret Places Contest

Share your “Secret Places.” We will post your photos of special B&Bs, hotels, restaurants, museums, monuments, and more! – “your” truly special corners of Italy you’d like everyone to know about.

Our Mission

Leading the STOP Overtourism Movement with travel professionals everywhere…