Sicilian villages: the charm is real, the illusions less so
Authentic beauty draws tourism. But repopulation strategies and €1 marketing risk causing more frustration than renewal.
The original Italian version fo this article can be read here 👇🏻
The article recently published (in truth, a paid content by the Sicilian Region) by ANSA – “Sicilian villages reborn, tourists rediscover a hidden heritage” – describes with enthusiasm and detail the growth of tourism in Sicily’s small towns. And it does well. Places like Militello Val di Catania, Sambuca di Sicilia, Montalbano Elicona or the Madonie region truly offer a deep, sensory, and authentic experience.
Visitors to these villages today seek genuine contact with Sicily’s true identity: scents, silence, stone, and local communities that protect ancient traditions while wisely opening up to the world. The success (more or less verifiable) of networks like I Borghi dei Tesori, and the notable rise in bookings at B&Bs and scattered hotels, show that there is a growing demand for slow and conscious tourism—and that the cultural offer of these areas is becoming increasingly solid.
So far, so good.
But as often happens, the article stumbles in the final stretch, slipping into a misleading narrative. The beauty of the villages is suddenly followed, almost without transition, by the return of the media myth of the “€1 homes,” portrayed as a natural extension of the tourism boom—or worse, as the key to repopulation.
From there, it becomes a chaotic stream of name-dropping: municipalities, mayors, famous Americans, big numbers, and very different realities all lumped together. The risk? Confusing tourism with permanent settlement, and cultural value with cut-rate real estate marketing.
Reality is more complex. Many of these €1, €2, or €3 houses are barely recoverable ruins, often without basic infrastructure. Real renovation costs quickly surpass €50,000, €100,000, even €200,000—plus bureaucracy, red tape, and the illusion of “village life” that often ends up as nothing more than a photo set for social media.
This is not to criticize those who take part in such initiatives—they are perfectly legitimate—but rather to tell the truth to potential buyers: repopulating a town doesn’t happen by selling crumbling walls on the cheap. What’s needed are services, integrated projects, committed local communities, and a long-term vision. And most importantly: real residents, not just visitors or film crews.
That’s why, at ITS Italy, we work every day in a completely different direction. We don’t sell dreams at €1—we offer serious solutions for people who genuinely want to live in Italy’s villages. In Sicily—between Salemi, Mussomeli, and the Madonie mountains—we provide real homes, with approved architectural plans, coordinated interventions, full legal and technical support, and transparent, sustainable costs. Most importantly, we work in places where real change is happening, where newcomers are welcomed, and where you can feel a sense of momentum.
Because regenerating a territory is one thing. Exploiting a narrative is another—and often leads to disappointment for those who sincerely wanted to believe in it.
Italy’s villages are already stunning. What they need now is just one thing to truly come back to life: conscious people and credible proposals.
📍If you’re curious: we still have a few spots left for our upcoming tour across Sicilian towns working with ITS Italy.
🗓️ The next trip will take place in the second half of July, covering Mussomeli, Salemi, Petralia Sottana and the Madonie.
And we’re already planning a follow-up tour for early October 2025.
📩 For info: info@itsfor.it