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ITS Journal

You Don’t Need the 'Authenticity Tour' to Find the Real Italy

Some things have been here for 2,000 years. The rest is marketing.

Matteo Cerri's avatar
Matteo Cerri
Jul 14, 2025
∙ Paid

The BBC just published “An Insider’s Summer Guide to Italy”. A well-written, well-meaning guide (full of commercial tips) to help you avoid the usual heat, hassle, and hordes that descend on Italy every summer.

It suggests alternatives to the overcrowded icons – lesser-known towns, quiet festivals, forest paths instead of marble piazzas, tiny trattorias …

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