It's time for a Different Kind of Tourism


Our Alternative Cultural Adventures let travelers meet the people...


...eat the food (and throw away their garbage!), touch the history, and hear the stories of local residents. #RethinkingItaly is Divertimento Group’s business-to-consumer (B2C) social responsibility campaign that puts people before monuments.

We put local residents’ quality of life first.

We focus on the people. We focus on their stories. We focus on “their Italy.” Local residents are the precious gatekeepers of tradition and artisan secrets. Divertimento Group programs foster respect for them. 

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Experiential & adventure travel is in demand


Our cultural adventures prefer meeting local people to visiting monuments. Alternative cultural adventures are the best way for travelers to join Divertimento Group’s STOP Overtourism Movement. They can cultivate new behaviors (like leaving selfie-sticks home) and embrace a concept of Sustainable Travel that goes beyond protecting only monuments/natural environments. 


The STOP Overtourism Movement


Hot-spot favorite cities and popular remote areas are suffering social and environmental consequences of out-of-control, mass tourism. More details.


Our Company

#RethinkingItaly is Divertimento Group’s B2B/B2C social responsibility campaign - that puts people before monuments.

As part of the campaign, Divertimento Group’s (DG) Italian member network is made up of local residents who design cultural adventures that help promote their territory – in a way that guarantees it will be “lived” and not just “seen”.

In our a unique, multi-stakeholder approach:

  • DG USA-Resellers join our STOP Overtourism movement and promote Alternative Cultural Adventures that are designed by local residents – who are DG Members.
  • Travelers who purchase Alternative Cultural Adventures participate in the #RethinkingItaly campaign by choosing to visit Italy in a way that has a positive impact on local residents – some of whom actually designed the adventure they purchased.
  • Italian and American businesses committed to promoting Italy at its best sponsor high-profile events that raise awareness about RethinkingItaly and RethinkingItalianTravel.


Some of our Alternative Cultural Adventures

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