The rise of 'nonna-maxxing'! Why holidaymakers are swapping overcrowded hotspots for authentic experiences with local Italian grannies

An emerging travel trend in Italy is reshaping how visitors engage with the country’s rich culture, moving away from crowded tourist sites toward intimate, locally guided experiences. Known as 'grandma tourism,' this movement invites travelers to connect directly with Italian grandmothers—nonnas—who share traditional culinary skills and personal stories, providing a unique window into everyday Italian life.

This innovative approach has gained traction particularly in Rome, one of the world’s most visited cities, where the usual landmarks like the Colosseum and Trevi Fountain often overwhelm visitors with crowds. Instead of rushing between iconic sights, tourists now opt for authentic encounters such as pasta-making workshops led by elderly local women. These classes allow participants to learn classic recipes, including ricotta and spinach ravioli and handmade tagliatelle, in a warm, familial setting.

One such nonna, Rosella, has become a focal point of this trend. Despite language barriers, her welcoming demeanor and hands-on teaching style foster a genuine connection with attendees. The classes emphasize not only technique but also the cultural significance of cooking as a shared tradition. Participants find themselves immersed in a lively atmosphere where laughter and encouragement replace the usual formality of tourist experiences.

The appeal of these lessons extends beyond culinary education. Tourists appreciate the opportunity to engage with residents who have spent their lives in the region, gaining insights into local customs and histories that often elude conventional guidebooks. These interactions provide a sense of belonging and cultural exchange that contrasts sharply with the impersonal nature of standard sightseeing.

Supporting the rise of 'grandma tourism,' data from booking platform GetYourGuide reveals a substantial increase in demand for hands-on workshops and classes. Between 2023 and 2025, bookings for such activities grew by over 250 percent globally, significantly outpacing traditional attraction tickets. Searches for experiences involving local hosts have also risen by 38 percent, reflecting a broader shift in traveler preferences toward immersive, meaningful engagements.

Complementing the culinary experiences, visitors are also exploring Rome through personalized Vespa tours. These excursions steer guests away from the busiest districts, revealing less-known landmarks such as Janiculum Hill and the Fontana dell’Acqua Paola. Alongside scenic views and historical insights, these tours offer curated recommendations for local nightlife and cultural hotspots, deepening the sense of authentic exploration.

Travelers cite the warmth and personal connections fostered by these non-traditional experiences as highlights of their trips. Unlike fleeting photo opportunities at famous monuments, these moments with locals leave lasting impressions and a richer understanding of Italian culture. The combination of learning traditional skills and discovering hidden city gems marks a departure from typical tourist itineraries.

While major attractions remain integral to any visit to Rome, the growing popularity of 'grandma tourism' reflects a desire among travelers to engage with destinations on a more intimate level. This trend underscores a broader movement within tourism that values cultural preservation, storytelling, and genuine human connection over mass sightseeing.

Details about the long-term impact of this trend on local communities and tourism economies are still emerging. However, early indications show it fosters respect for heritage and offers economic opportunities for older residents who might otherwise remain on the margins of the tourism industry. As the trend continues, it may redefine the way cultural tourism is approached not only in Italy but in destinations worldwide.