Passion Tourism: Definition, Origins, and the Observatory
ABSTRACT
This document provides an organic synthesis of Passion Tourism, a new paradigm in territorial marketing conceived and formalized by Giancarlo Dall’Ara. Following the analysis from the initial 2021 intuition to the creation of the Passion Tourism Observatory in 2025, the text explains how travel is transforming from a mere exploration of places into an expression of personal identity. This article is aimed at an international audience interested in the new frontiers of hospitality and strategies for enhancing less-known destinations.
TABLE OF CONTENTS
- Introduction: Defining Passion Tourism
- The 2021 Intuition and the Basilicata “Living Lab”
- The Publication of the Book
- Launching the Observatory in 2025
- What is Passion Tourism: Moving Beyond Standardized Experiences
- Motivations: Passion and Identity
- The Changing Geography of Tourism
- The Role of the Observatory in Continuous Research
- Conclusions: A Strategic Paradigm
Introduction: Defining Passion Tourism
“Passion tourism is a way of traveling to a destination in search of proposals generated by passionate people, with whom one can share a moment of life.” This definition, which I personally developed, is the result of deep reflection on how contemporary tourism is transforming—shifting its focus from locations to the personal feelings and motivations of travelers. It marks a transition toward a truly “Human-to-Human” (H2H) tourism model. [1]
The 2021 Intuition and the Basilicata “Living Lab”
The intuition for this paradigm dates back to 2021. During those years, I had the opportunity to conduct significant, hands-on experiments in Basilicata, where I validated the theoretical hypotheses of Passion Tourism on the ground. My collaboration with the APT (Territorial Promotion Agency) of Basilicata provided the ideal context to develop and test this new vision of territorial marketing.
Specifically, the definition of Passion Tourism was formalized within the Strategic Marketing Plan I authored for APT Basilicata starting in 2022. Basilicata served as a “Living Lab,” allowing me to gain concrete experience in applying the Passion Tourism paradigm to a real-world destination, effectively transforming the region into a global benchmark for this new formula. [1]
The Publication of the Book
The theoretical framework and the practical results achieved in Basilicata were synthesized in a dedicated volume. The section concerning Passion Tourism was published in 2024, titled “Il Turismo delle Passioni, una nuova visione del marketing territoriale” (Passion Tourism: A New Vision for Territorial Marketing), published by Altrimedia Edizioni.
The book was subsequently presented at “Roots In” – the International Exchange of Roots Tourism, another project I conceived for Basilicata. This publication offers an organic and structured vision of the phenomenon, bridging theoretical formulation with the practical expertise derived from the work in southern Italy. [2][1]
Launching the Observatory in 2025
In 2025, I founded the Passion Tourism Observatory. This decision was driven by a crucial observation: contrary to popular belief, Passion Tourism is not a “marginal market,” nor is it an exclusively Italian phenomenon. The Observatory was established to monitor the development of this trend on an international scale, analyzing how deep motivations and personal passions are increasingly driving the travel choices of global citizens. [2]
The Observatory serves as a continuous research and documentation hub. It publishes Reports and Executive Summaries that analyze the evolution of Passion Tourism (PT) through the study of psychographic behaviors in key markets, emerging trends, and the monitoring of strategies adopted by major global hospitality players. [2]
What is Passion Tourism: Moving Beyond Standardized Experiences
Passion Tourism goes beyond the traditional category of “Experiential Tourism,” which has dominated the sector for a quarter of a century. Building on the insights gained with APT Basilicata, I advocate for a perspective more aligned with contemporary reality, where people travel driven by their feelings—specifically, their passions. [3]
Unlike experiential tourism, which often offers standardized formulas that can turn destination offerings into a mere “theatrical commodity,” Passion Tourism is born from the encounter between passionate individuals—both residents and travelers—and develops through authentic moments of sharing. In Passion Tourism, the primary motivation is not generic curiosity or discovery, but a profound love for a specific subject: a theme, a practice, a craft, a shared emotion, or a life-long sentiment.
The passionate traveler does not seek a staged experience; instead, they look for a context where their passion can find recognition, continuity, and meaningful relationships with a community of like-minded people.
Motivations: Passion and Identity
Evidence collected throughout 2025 confirms that this is not a cyclical fluctuation in demand, but a structural reconfiguration of the perceived value of travel. The concept of “passion” is becoming the fundamental unit of measurement for the tourist experience, often surpassing traditional criteria such as cost or the prestige of a location. [3]
In this context, travel is no longer viewed as a simple break for leisure, but as a tool for self-affirmation and “on-the-ground” skill development (Lifelong Learning). The pursuit of specific passions and vertical interests (skill-based travel) now dictates the choice of destination.
Data from the Passion Tourism Observatory (November 2025 Report) confirms a paradigm shift among a significant portion of global demand. Four key international markets—Japan, Germany, the United States, and the United Kingdom—already show structural behaviors consistent with this logic: for these travelers, the trip has become a form of identity expression.
Throughout 2025, we observed that the primary driver is no longer the “where” but the “why” (Whycation)—searches related to specific hobbies and competencies to be deepened in the field have grown significantly, making passion the new benchmark of tourism value. [3]
The Changing Geography of Tourism
One of the most innovative aspects of Passion Tourism is that it redraws the tourism map, offering destinations that have historically remained on the margins the opportunity to attract new flows. While the traditional “place” becomes the backdrop rather than the sole destination, and while global hospitality giants (Marriott, Hilton, Accor) converge toward strategic models based on the “Whycation” and on the value of the encounter between enthusiasts, a new geography of tourism is emerging. [4]
The Observatory’s 2026 Report highlights how this new geography empowers destinations outside the traditional circuits, allowing them to position themselves as “Places of Passion” and attract global communities seeking authenticity and meaningful connection.
The Role of the Observatory in Continuous Research
The Passion Tourism Observatory currently represents the only comparative framework available on a global scale focused on this specific driver. Its work is based on data analysis from key markets, travel behavior research, and the monitoring of strategies adopted by international hotel chains. [5]
Following the inaugural Report in early 2025, subsequent updates in November 2025 and January 2026 have provided substantial contributions to understanding how Passion Tourism is transforming global demand. Through the Observatory, I aim to provide a point of reference for monitoring this evolution, providing training, sharing best practices, and stimulating tourism actions that are not only innovative but also sustainable and deeply rooted in local culture.
Conclusions
Passion Tourism is emerging as a strategic paradigm for destinations aiming to innovate, differentiate themselves, and leverage authentic resources. It is not merely about offering “experiences,” but about fostering communities of passion and activating journeys that become part of the traveler’s identity.
This phenomenon—born from my 2021 intuition, developed through the Basilicata experience, formalized in my 2024 publication, and now monitored by the Observatory established in 2025—represents a profound transformation in how we conceive contemporary travel. The evidence proves that modern travelers are looking less for an “escape” and more for a way to express themselves, develop their skills, and connect with people who share their deepest interests.
Sources and Bibliographic References: [1] Giancarlo Dall’Ara, The Official Definition of Passion Tourism, marketing-turistico.com. [2] Giancarlo Dall’Ara, Il Turismo delle Passioni, una nuova visione del marketing territoriale, Altrimedia Edizioni, 2024. [3] Passion Tourism Observatory, Report November 2025: Key Market Analysis (Japan, Germany, USA, UK). [4] Giancarlo Dall’Ara, Passion Tourism: The Geography of the Soul, marketing-turistico.com. [5] Report January 2026, Evolution of Global Demand and Strategies of Major Players.