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2 – IGL N.2_2-3 EDITORIALE

Live Italy physically!

Tourism will never be done in any way other than with direct experience, that is, with travel and physical connections. 

In this still difficult phase, conditioned by a pandemic that does not want to leave us in peace yet, it is important to ask ourselves whether the so-called “new normal” will also affect the tourism sector in the near future.

The key question is this: “When we emerge from the Covid-19 crisis, will we still want to travel?”.

We realize when the question is posed in this way that it can be frightening, but at this point it is right to be clear in the analysis of future scenarios.

But before responding, we believe it equally essential to propose a simple observation to our readers: tourism bases its strength, but we will say more, its meaning, on experience. From this it follows that there will never be a virtual experience capable of replacing the extraordinary “physical” experience of the tourist, of the traveler.

Therefore, we cannot claim that the virtual, which has been of great assistance to us in this phase (and still is), represents the future of tourism.

And this is even more true for us, having already indicated in the name of our magazine, Italian Good Living, the value of the direct experience of a trip, a winery visit, a degustation of some of our country’s typical products.

For us, direct experience is everything. In this regard, we can’t wait to emerge from this crisis, not only to share experiences in the “field” of Italian living, but also to be able to organize international events where you can experience first-hand the meaning of “Italian good living” in all its various forms.

From all this, and much more, derives our answer to the initial question: when we emerge from this crisis, and we hope it will be soon, we will have even more desire than before to travel, to live new experiences travelling around the world. We have no doubt in this sense, and this vision of ours doesn’t require specific sociological or psychological expertise, just simple common sense.

Common sense that fortunately reminds us every day, despite the current fears of daily life, that our existence takes on a meaning through the beauty of interaction, of conviviality.

Indeed, the social distancing we are undergoing only represents an unavoidable temporary response. Our Italian Good Living, in fact, will always and constantly be an invitation to social approach, to the pleasure of spending time together.

After all, if we had to choose a perfect example to describe the beauty of Italian living, we think it might be this: let’s meet in the square, on the beach, in the countryside, in the mountains, many friends together, to drink a good glass of wine in combination with plenty of amazing typical products.

It’s not far away. Let’s hold on, because the Italian celebration is just around the corner.

Date:  March 23, 2021
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