Spring Long Weekend: Slow Tourism Triumphs on Airbnb

Key Points

• 1 in 4 Italians chooses slow tourism, 1 in 2 opts for rural destinations
• Tuscany, Sicily and Sardinia on the podium of slow destinations 2025
• More attention to authentic and local experiences and to the quality of time spent travelling
• According to Francesca Di Pietro - tourism psychologist and coach - traveling slowly helps to combat burnout and adopt healthier habits.

Condense as many activities as possible into a few days or take all the time to savor each experience calmly? In view of the longest spring weekend in history – a perfect opportunity for a slow vacation, immersed in nature – Airbnb, in collaboration with YouGov, conducted a survey ¹ that confirms the growing preference of travelers for slow tourism , characterized by relaxed rhythms and activities linked to the territory. In particular, the survey estimates that 11.8 million Italians prefer this philosophy: one in four says they want to adopt a slower pace during their travel experiences, both with family and friends, and Easter 2025 is confirmed as the ideal time to do so.

The main reasons for this choice? To live more authentic and local experiences (79%) and to create a deeper connection with the local culture (74%).

A trend that is also reflected in  searches on Airbnb : with a full 13 days of break available, Italians are turning to long vacations in lesser-known destinations. According to data from the platform, over half of travelers (58%) ² intend to spend the spring long weekend staying at least 7 days in rural destinations, marking a decisive change of direction compared to the classic hit-and-run city breaks. However, those who will be packing their bags for more days will be Millennials in particular: 27% of searches for stays from April 19 to May 1 come from the 30-39 age group ³ .

Slow tourism is becoming a real travel philosophy, responding to the need to slow down and live authentic and meaningful experiences. One in two Italians (49%) feels overwhelmed by the attempt to visit too many attractions in a short time , a percentage that grows slightly, reaching 52%, among Young Millennials (25-34 years). This generation wants to balance the excitement of discovery with moments of relaxation and authentic connection with the places visited.

Many are the advantages recognized by travelers; "slow tourism" allows you to enrich your travel experience , as recognized by 77% of those interviewed, giving you the chance to experience the places you visit in a more intense and meaningful way. Furthermore, it represents an opportunity to spend quality time with friends or family: 77% consider it a fundamental value, especially Millennials, who see slow stays as an opportunity to share valuable moments. Authenticity plays a key role , especially for families (83%), who consider it essential to make the trip satisfying, immersing themselves in the local culture and creating shared memories. For 76% of families, slow travel is a real therapy against stress , allowing you to rediscover a simpler and more relaxed lifestyle.

“ Travel is a time to create new habits and experiment with new routines; it is a suspended, magical time: you have the power to transform it and become what you want, ” comments Francesca Di Pietro , Tourism Psychologist and Coach . “ In this historical moment in which more than 30% of Italians are close to work burnout ⁴ at least on vacation we give ourselves time to slow down. Experimenting with contexts different from our own allows us to “try to live” differently, giving a different weight to things, focusing more on quality instead of quantity, getting excited about simple things and trying to dedicate quality time to ourselves or to those we love. Slow travel then teaches us to bring a bit of slowness home too, maybe even just by eating without technological distractions or taking more walks in nature .”

The hit-and-run travel model is therefore giving way to longer stays , with an average  stay of 5 days , preferred by 2 out of 3 Italians. 74% also see slow tourism as a way to deeply connect with the territory , while 45% appreciate the possibility of exploring less crowded places and off-the-beaten-path destinations .

According to YouGov data, the podium of the  most desired regions for a slow stay belongs to Tuscany , Sicily and Sardinia : places famous for their fine sandy beaches and crystal clear water, but which have developed a new attraction linked to the traditions, habits and customs of the hinterland. 
These three regions also have the highest number of accommodations in rural areas on Airbnb : a variety of offers that respond to the growing demand of the market, such as this residence in the heart of Roero or a splendid stone house in the historic center of Scicli, up to a wonderful villa in Torre delle Stelle overlooking some of the most beautiful beaches in Sardinia. Rural destinations are in fact at the top of the thoughts of Italian users, to the point that almost 1 night in 2 (47%) is booked in extra-urban locations , where you can opt for stays that are characterized by disconnection from routine and slow rhythms.

Airbnb data reveals that, with the arrival of the 2025 spring long weekend , Italians are increasingly turning to slow tourism , favoring trips with a relaxed pace in off-the-beaten-path rural destinations . Here is a selection of unmissable accommodations on Airbnb , ideal for those looking for authentic and undiscovered places in Italy:

Nestled in the hills of Val di Chiana, Gli Sterpi is a finely restored stone barn that combines typical Tuscan charm with modern comforts. Surrounded by olive trees and woods, the property offers a welcoming 40 m² accommodation with a bedroom, bathroom, equipped kitchen with island and living room.

The estate extends over 2 hectares and includes a swimming pool with pool house, ideal for relaxing while admiring the Tuscan landscape. Located in Farnetella, renowned for wine and olive oil, it is perfect for exploring nearby Montepulciano, Arezzo and Siena.

Link to accommodation: https://www.airbnb.it/rooms/1150465315690917047 

La Casa del Tempo is a finely restored stone house, located in a quiet street in the historic center of Scicli, a few steps from the famous Via Francesco Mormino Penna, a UNESCO heritage site. A welcoming retreat that combines traditional charm and modern comforts, a short drive from the beaches of Ragusa.

Arranged on two levels, the house offers a living area and a mezzanine that houses the sleeping area with a double bed. The exposed local stone walls and the air conditioning make the environment even more comfortable.

Link to accommodation: https://www.airbnb.it/rooms/987065298945273396 

Located in Torre delle Stelle, this fabulous panoramic villa offers breathtaking sea views, less than 200 meters from the shore. Surrounded by Mediterranean scrub, it is the ideal starting point for exploring the most beautiful beaches in the area, including Villasimius, Costa Rei and Mari Pintau.

The 80 m2 accommodation has a large terrace overlooking the sea, a bright living room, an equipped kitchen, 2 bedrooms, a full bathroom and a barbecue area for outdoor dining.

Link to accommodation: https://www.airbnb.it/rooms/24098452 

Nestled among vineyards and woods in the heart of Roero, this house offers an oasis of relaxation with a large garden, swimming pool and 360-degree views. The furnished terrace allows you to have lunch outdoors, while the numerous paths in the surrounding area are ideal for trekking and family excursions.

Just 10 minutes from Alba and the Langhe, the house has been elegantly renovated and has, among other things, a living room, two bedrooms and a large terrace overlooking the garden. 
Link to the accommodation: https://www.airbnb.it/rooms/868846821408203219

This splendid villa immersed in the nature of the Granarolo dell’Emilia countryside has 3 bedrooms, a large private garden with a swimming pool equipped with hydromassage and a “beach” area with shallow water, ideal for children or for those who want to relax under the sun.

The villa is located just 700 metres from the town centre, and its location allows you to explore Bologna’s lively culinary scene and trendy shops, as well as organise day trips to surrounding Tuscany and Veneto.

Link to accommodation: https://www.airbnb.it/rooms/704853379195178188 

Nestled in the ancient woods of Mount Artemisio, this house in the Castelli Romani offers a peaceful retreat with breathtaking views of the islands of Ponza, Palmarola, Zannone and Mount Circeo.

The property boasts a bright interior space, a private garden of 800 square meters, a solarium for relaxation, a panoramic platform with a Swedish tub and a barbecue area to fully experience the suggestive atmosphere of the place.

Link to accommodation: https://www.airbnb.it/rooms/1156403862018539969 

With this press release Airbnb does not intend to privilege the promotion of these accommodations or others present on the platform. The purpose is purely illustrative and inspirational

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1. Survey conducted with YouGov between 7 and 10 February 2025 on a sample of 2002 respondents representative of the Italian population aged 18-74.
2. Based on internal Airbnb data that considers searches made between the first and third quarter of 2024 by Gen Z, Millennials, Gen X and Boomers for stays in Italy on the following dates: from April 19 to May 1, 2025, from April 19 to 21, 2025, from April 19 to 27, 2025, from April 25 to 27, 2025 and from April 25 to May 1, 2025.
3. Based on internal Airbnb data that considers searches made between the first and third quarter of 2024 by Gen Z, Millennials, Gen X and Boomers for stays in Italy on the following dates: from April 19 to May 1, 2025.
4. Based on the eighth Censis Eudaimon report on corporate welfare, released in February 2025.
5.  Based on internal Airbnb data that considers the percentage of nights booked in rural destinations – compared to the total bookings in 2024 – made in Italy by Italian users.

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