Italy has always been a dream destination for Thais, beckoning with its timeless ruins, art-filled piazzas, and legendary cuisine. Yet, in 2025, travellers are urged to go beyond the typical tourist fare and immerse themselves in the country as locals do. A recent BBC Travel article highlights expert insights and insider tips, offering Thais new ways to unlock authentic Italian experiences during their summer holidays.
Thailand, with its vibrant tourism sector, can relate to Italy’s ever-growing popularity. According to a study by Price Waterhouse Cooper and the United States Tour Operators Association, Italy ranks as the top destination for American travellers in 2024 and 2025—a testament to its enduring allure. Each year, Italy welcomes nearly 80 million international visitors, its cities and villages transformed into living museums reflecting centuries of Etruscan, Roman, and Byzantine history. Even as crowds flock to the Mediterranean’s pastel coastlines and Renaissance gems, locals insist that Italy remains a place of deep emotion and transformation, rather than mere sightseeing.
“A trip to Italy doesn’t ask you to be a tourist; it invites you to feel something,” notes the chief executive of Visit Italy. This sentiment captures why so many Thai visitors, often seasoned global explorers, find themselves returning again and again for new discoveries. Whether listening to church bells echo across a mountain village or getting lost in a bustling Roman market, it’s these sensory experiences—beyond the guidebook highlights—that leave lasting impressions.
This summer, the Palio of Siena—a centuries-old medieval horse race held in July and August—is set to captivate history lovers with colourful pageantry and intense local pride. Culture seekers won’t want to miss Milan Fashion Week or the opera season in Verona, cities where art and high style mingle against a backdrop of Roman ruins. Sports fans, increasingly common among Thai youth, can catch global events like the 2025 Giro d’Italia or the adrenaline-pumping Formula One Grand Prix in Imola and Milan.
Anticipating an influx of over 30 million pilgrims, Rome’s St Peter’s Basilica will be at the centre of the Jubilee year for Roman Catholics. The article suggests that Thailand’s Catholic travellers, or anyone hoping to avoid the largest crowds, schedule visits during the shoulder months—October to March—while steering clear of peak religious holidays such as Easter, the Immaculate Conception, Christmas, and Epiphany. Budget-conscious Thai families can benefit from lower airfares and hotel rates during these times, while enjoying a more relaxed pace in the Eternal City.
No exploration of Italy can exclude its world-renowned cuisine. The guide recommends seeking out local eateries over tourist hotspots. In Rome’s romantic Trastevere, Da Teo is famed for its pasta alla carbonara; in Florence, Trattoria Mario serves the renowned bistecca alla fiorentina. Venice’s cicchetti—bite-sized delights with seafood or vegetables—shine at Bar All’Arco, while Milan’s Trattoria Masuelli San Marco is lauded for osso buco and risotto alla milanese. Naples, the birthplace of pizza, is best experienced at Antonio Starita, while in Bologna, the heart of ham, cheese, and pasta culture, Sfoglia Rina reigns supreme for tortellini and lasagna. The article encourages sampling Italy’s artisanal products, such as fresh mozzarella at a caseificio dairy, mirroring the popularity of Thailand’s own farm-to-table and culinary tourism trends.
For art-lovers, Italy’s masterpieces are everywhere—not only in the Sistine Chapel. The Last Supper by Leonardo da Vinci, housed in Milan’s Basilica di Santa Maria delle Grazie, is described by a Milan-based art expert as “an unparalleled theatrical scene,” universal in its power. This mirrors the Thai reverence for sacred art in temples and national monuments, underlining a shared appreciation for countries where spiritual and creative legacies are deeply entwined.
As wellness and outdoor adventure attract more Thai travellers, especially youth, Italy offers superb hiking and cycling routes. The Via Francigena pilgrimage trail, stretching 1,700 kilometres from England to southern Italy, and Lombardy-based bike routes invite slow travel through rolling countryside. Trekkers will find the colourful landscapes of the Cinque Terre or the Path of the Gods trail along the Amalfi Coast ideal for connection with nature—a sought-after experience for Thais, who increasingly embrace ecotourism and adventure sports. Spring and autumn are noted as the best seasons for hiking, while swimming is ideal even into October when the crowds thin out and the Mediterranean heat subsides.
Italy’s beaches, celebrated in countless films, range from family-friendly clubs like San Vito lo Capo in Sicily to the lively Bazzano beach in Sperlonga. The guide entices visitors to explore beneath the waves with guided snorkelling tours—uncovering underwater Roman villas at Baia or sunken cities like Aenaria off Ischia—an offer that should appeal to Thais used to marine adventures in Phuket or Krabi.
Milan’s shopping scene is a highlight for fashion-forward Thai travellers. While the luxury Quadrilatero della Moda draws the spotlight, creative neighbourhoods like Isola and Nolo, as well as the Tortona Design District, offer vintage shops and local brands. Chinatown (Sarpi) and the quirky Navigli neighbourhood provide inspiration for those looking to bring home unique finds. As one Milanese cultural advisor observes, shopping in Milan is truly a way to experience Italy’s innovative spirit.
To truly travel as locals do, the article recommends quick train trips to cobblestoned towns like Castelli Romani, where rustic eateries serve specialties such as porchetta. The seaside town of Sperlonga, with its white-and-blue Saracen quarter and hidden Roman grottos, is suggested for an authentic Mediterranean atmosphere reminiscent of the sleepy coastal communities found in Thailand’s South.
Driving through Italy can present unique challenges, especially along the Amalfi Coast’s dramatic curves. The article cautions that scooters are only for experienced drivers, and that taxis, while convenient, may be expensive. North American (and, by extension, Thai) drivers require an International Driver’s License for rentals. This practical detail aligns with what many Thai overseas travellers now double-check to ensure seamless journeys in Europe.
Beyond summer, the article paints a picture of year-round allure. In autumn, visitors can participate in the vendemmia (grape harvest), echoing Thailand’s own seasonal fruit and rice harvest festivals. Wineries and farms transform into lively centres for food, drink, and celebration, while winter brings festive markets and the embrace of Italy’s vibrant ski culture—paralleling Northern Thailand’s increasing wintertime tourism in areas like Chiang Mai and Nan.
Experts agree that the Italy of 2025 is redefining itself. As the Visit Italy chief executive puts it, “We’re moving beyond the clichés… You’ll find ancient festivals reborn, culinary traditions elevated by next-generation chefs, and small villages transformed into cultural hubs by sustainable innovation.” This transition toward conscious, creative tourism is highly relevant to Thais, whose own tourism strategies increasingly focus on community engagement, authenticity, and sustainability.
For Thai readers preparing a trip, the lesson is clear: Italy in 2025 offers more than just monuments—it promises transformation. Let serendipity guide your plans—walk slower, taste new flavours, ask questions, and welcome surprises. By following local rhythms and respecting Italy’s living traditions, Thai travellers can gain deeper insights and more meaningful memories than any photo at the Colosseum can provide.
To make the most of this Italian adventure, experts recommend planning trips around festivals or shoulder seasons, opting for local trains over rental cars, and prioritising small eateries and neighbourhoods off the main tourist circuit. With Italy and Thailand sharing parallel challenges and opportunities in sustainable tourism, 2025 could be a year when both nations inspire each other toward deeper cultural understanding—a fitting reminder that great travel is about connection, not just consumption.
Sources: BBC Travel: An Insider’s Summer Guide to Italy, Price Waterhouse Cooper Tourism Report, United States Tour Operators Association