The trend, which is reviving a number of depopulating Italian villages, appeals to Chinese tourists who are eager to savour a lost world where they can enjoy Italian authenticity and traditions, says Giancarlo Dall’Ara, a professor of marketing in tourism, and a consultant for Italian tourist regions and destinations.
According to Dall’Ara, who is frequently in contact with Chinese developers and is a great believer in the scattered resort prototype, the trend has enormous potential and could be exported to China to help rescue forgotten rural villages there.
“Destroying and rebuilding from scratch, as the Chinese tend to do, is not the best solution,” he says. “Preservation and architectural transformation is the key to innovative, sustainable development. Old houses can be restyled with modern comforts, and that’s real progress.”
Why Chinese tourists love Italy’s quaint rural villages: scenery, solitude, silence – luxuries many don’t have at home
· More Chinese tourists have visited Italy this year than any other European country, with many seeking out the country’s villages and hamlets
· The trend is helping revitalise depopulated villages in rural areas of the country