Anna Bigai has been showing tourists around Venice’s ancient canals and elegant palaces for 30 years. But these days, she says few are interested in learning the history — they’re just looking for clout on Instagram.
‘People go crazy for a selfie at Saint Mark’s Basilica or the Colosseum,’ Anna tells Metro.
However, she says many don’t know, or bother to learn, a thing about the landmarks they’re posing with.
This summer, Anna had clients who were desperate to visit the Arsenale di Venezia, a complex of former shipyards and armouries that was the heart of the Venetian naval industry in the 13th century.
But the historic significance was irrelevant: what mattered, she says, was that it was one of the three locations of Jeff Bezos’ controversial wedding.
‘People don’t know what the Arsenale is, they don’t know about the national contemporary art exhibit that’s on there, but they know about the Bezos wedding,’ she adds.
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Anna says social media has been the catalyst for people wanting ‘faster’ and less meaningful travel experiences. She believes tech giants like Meta and TikTok should intervene.
‘Because of social media, medium to high-level tourists don’t visit Venice anymore. This year, we have suffered immensely, as these reliable clients have skipped the city,’ she says.
‘They see that Venice and places like it are too busy. I think they ask themselves, why would we go there to be squeezed and pushed when we can experience culture elsewhere?’
Alberto Pavoni, a guide with the Ippogrifo association, says the questions he gets from tourists are bizarre and exhausting: ‘This is a nice city, what’s it called? If we are not in Rome, why is there a Colosseum?’
Alberto tells Corriere del Veneto that it’s not uncommon for American visitors to lean against centuries-old frescoes — and he’s seen Italians be just as careless.
Fast vs slow tourism: What are they?
Fast tourism, also known as ‘hit and run’ tourism, involves trying to see as many attractions as possible in a limited time.
Slow tourism, on the other hand, prioritises quality over quantity, sustainability and engagement with local culture.
A double-edged sword
Italy is one of the most popular tourist destinations in the world. Each year, around 71.2 million international visitors are drawn to its rich culture, history, art and cuisine.
Two of the cities that consistently top the arrivals list are Venice and Verona. But both are struggling with the effects of fast (or ‘hit and run’) tourism, a trend that involves ticking off as multiple attractions as quickly as you can.
Venice, which is home to around 260,000 permanent residents, attracts 20 million tourists each year. The majority of these are day trippers, who whizz through the canal city in hours.
While measures have been taken to address the crowds, such as doubling the tourist tax, tour guides like Alberto and Anna are feeling the pressure.
Anna says she wants people to be curious about travelling. She doesn’t expect her clients to know everything. If they did, her job would be redundant.
She’s aware that ‘hit and run’ trips are usually the cheapest way to see a city, and she’s not blind to the fact that most people want to visit the most famous landmarks. For many, it’s their reason for travelling.
Still, she says it’s a tour guide’s job to open minds and give tourists an experience beyond what they see in viral videos.
‘A couple of months ago, a mother and daughter hired me to take them around Venice. At the end of our tour, they were so grateful that I had shown them something beyond what they could have experienced on their own,’ she recalls.
But this kind of ‘quality tourism’ is a privilege — only elite travellers with cash to splash can afford it. So, what do ordinary Italians think?
A local’s perspective
A 30-year-old woman, who was born in the Veneto region but asked not to be named, tells Metro that fast tourism in cities like Venice is getting ‘completely out of hand’.
‘I was in Venice a couple of weeks ago and it was an absolute nightmare, unbearable,’ she says.
‘Somehow, most Venetians are still lovely and incredibly polite despite the circumstances.’
She believes more must be done to manage the flow of tourists effectively, including reducing the number of short-term holiday lets.
One way to push back against ‘hit and run’ tourism is Veneto’s recent slow tourism campaign, which encourages travellers to explore the outer regions of Venice, and give the city relief.
Meanwhile in Rome, overtourism has been described as a ‘plague’.
Anthony Majanlahti, a Rome-based professor and one of the leading experts in the city’s history, recently told Euronews that the fabric of the Italian capital is being eroded by ‘hit and run’ visitors.
He said proposals for new tourist fees are nothing but ‘shameless cash grabs’ and will do nothing to practically reduce footfall.
Arguments for fast tourism
On the other side of the coin, Verona resident Beatrice Zilio, says she is in favour of fast tourism — mainly because that’s how she travels herself.
‘I see as many cities as possible in the time I have available,’ she says. She adds that Verona has so much to offer, and you can’t expect everyone to be passionate about art or history.
Beatrice says that spending even a few days in her hometown is enough to enjoy the lake, hike in the mountains, drink wine in the hills, follow historic trails, and see an opera performance at the Arena.
‘I believe there’s room for everyone,’ she says.
‘Tourism isn’t excessive here; in fact, as a local, I’m happy to see that Verona is loved and appreciated by tourists from all over the world.’
What do travel experts say?
Nicholas Smith, Holidays Digital Director at Thomas Cook online travel agency, says the industry must do more to promote slow and intelligent tourism.
‘Cities like Venice and Rome face the dual challenge of preserving their cultural heritage while managing high volumes of visitors,’ he tells Metro.
By promoting longer stays, itineraries that go beyond ‘must-see’ hotspots, and engagement with local traditions, he believes slow tourism can reduce congestion and deliver greater value to both locals and visitors.
Nicholas supports the idea of smart ticketing systems, real-time visitor flow management, and campaigns like Veneto’s that redirect tourists to under-the-radar neighbourhoods.
‘Together, these approaches not only ease the pressure on fragile historic centres but extend the benefits of tourism to lesser-known areas, artisans, and small businesses,’ he says.
But Nicholas warns that any meaningful change depends on collaboration.
He says airlines can help by adding routes to lesser-known destinations, while governments can work on policies like sustainable certification schemes, visitor caps for sensitive sites, and investments in green infrastructure.
Nicholas believes online travel agencies should also guide demand towards more balanced growth.
‘If it’s done thoughtfully, Verona and Venice can become reference points for how iconic destinations transform from “overcrowded must-visits” into role models of sustainable, human-centered travel’ — where cultural heritage is not just protected, but actively enhanced by the way it is experienced,’ he says.
