Rome: The Art of Living Beyond the Must-See Attractions


Les toits de Rome au coucher du soleil, depuis les terrasses de Borromini - Photo : Sébastien Cros

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One evening in Rome, music ascends to our terrace from the gardens of the Palazzo Borghese.

Friends joined us downstairs. In the courtyard, a reception unfolds while a violinist accompanies the sunset. We had chosen our hotel with care; no one, however, could have booked this exact blend of light, music, and company.

None of this was on the itinerary. Yet it would become one of the most enduring memories of the stay.

The great monuments certainly had their place in the plan. The Colosseum, the Pantheon, Saint Peter’s, or the Spanish Steps remain must-sees, and it would be odd to claim a different way of traveling would skip them.

But three days in Rome also remind us that between these rendezvous there are moments harder to schedule, and they contribute just as much to the perception of a destination.


Before the monuments, a first encounter

Our first contact with Rome is a driver whose hesitant English does not hinder the conversation in the slightest. Even before our arrival, he sent a welcome message on WhatsApp.

At the airport, we find him among his colleagues, our names on his placard. Hair slicked back, a few days’ beard, he welcomes us warmly and immediately takes Rebecca’s suitcase, my Australian partner, into his care. Mine, I note with amusement, stays in my charge.

We do not always catch his phrases, but the exchange proceeds without difficulty. After a long journey from Australia, this way of receiving guests has already become part of the experience. Before the first façade or the first piazza, Rome has begun with a face.

A few days later, on the terraces of Borromini, another encounter provokes the same feeling. This time our waiter speaks impeccable English. When asked where he comes from, he flips back his long brown hair and reveals a tattoo on his neck: “Roma.” Roman, of course.

His pride makes us smile, as if the question had been almost superfluous. We had gone up for the view. Yet, this gesture remains as present in memory as the city’s rooftops. The panorama told of Rome seen from above; the tattoo said something else: the way some of its inhabitants still seem to belong deeply to their city.


A capital at a neighborhood scale


Réception dans le jardin du Palazzo Borghese, vue depuis la terrasse de la suite Borghese au Vilòn - Photo : Sébastien Cros

At six in the morning, it is the gulls that wake us. An espresso on the terrace of the room, the gardens of the Palazzo Borghese before us, and the capital seems to awaken with surprising gentleness.

For a few minutes, Rome takes on almost the dimensions of a Mediterranean town at neighborhood scale, rather than those of a large tourist capital.

This calm also stems from the choice of the anchoring point. Located on via dell’Arancio, in a small street in the historic center, the Vilòn allows walking to much of the center’s sights while, once the door is crossed, offering a real sense of withdrawal.

This is probably the right place for a hotel in a stay like this: not to become the destination, but to allow one to inhabit the city differently, to depart after a pause or to return without feeling they left the center.

Outside, the crowds are indeed present. So this is neither secret Rome nor a capital miraculously spared from tourism.

Yet, between the major visits, attention shifts to much more ordinary scenes: the fish stalls, the fruits and vegetables arranged with care, the elders continuing a conversation, the cafés taken at the counter, the cobblestones, the small fountains where one stops while walking.

Three days obviously cannot understand a city. They can, however, be enough to perceive a rhythm.

When I later ask Martina Avitabile, director of the Vilòn, about this almost village-like impression. She too mentions local shops, familiar faces, and neighborhood habits. “This coexistence between the monumental and what is most ordinary is, in my view, one of Rome’s greatest charms,” she explains.

The phrase sums up quite well what the stay ends up revealing: one can move in minutes from a monument that belongs to world history to a daily scene that could happen in a neighborhood where everyone still knows their routines.


Saint Peter’s, or the part impossible to program


À Saint-Pierre, une photographie familiale accompagne une matinée devenue très personnelle - Photo : Sébastien Cros

On Wednesday, September 16, we head to Saint Peter’s and discover that a general audience of the pope is to be held on the square.

We had not built our stay around this appointment, distinct from a Mass, but decide to stay. When the papal mobile passes a few meters from us, the proximity is surprising.

A figure usually seen on a screen suddenly stands before us, in the middle of the crowd, less than five meters away. We had simply come to discover Saint Peter’s; we now witness a moment we had absolutely not planned.

For Rebecca, my Australian partner, this morning takes on an even more personal dimension. She holds in her hands a photograph of her grandmother, whose funeral takes place that same day in Australia. On St. Peter’s Square, this small portrait suddenly links two scenes separated by thousands of kilometers: a public gathering in the heart of Rome and a family goodbye on the other side of the world.

What was meant to be a visit becomes then a memory impossible to dissociate from the place. This scene speaks to nothing universal about Rome and cannot become a promise made to a traveler. It simply reminds us that an itinerary prepares the conditions of the journey, but it never fully determines what will become the main memory.


Preserving time, another form of personalization


Une terrasse de café via delle Carrozze, dans le centre historique de Rome - Photo : Sébastien Cros

This is where the experience becomes interesting for the travel professional. It obviously isn’t about giving up on preparation.

In a city like Rome, choosing the right accommodation, understanding distances, booking the essential visits, and placing a few good addresses remains decisive.

But the advice can also be to not fill every available hour. A conversation may last longer than expected. A lunch may stretch. A square may tempt you to sit down rather than immediately move to the next stop.

A client may need to return to the hotel before resuming in the evening. Preserving this flexibility does not mean offering less: it acknowledges that customization concerns both the pace of the stay and its content.

Martina Avitabile summarizes this philosophy with a simple idea: leave “room for the unexpected.” A coffee can become a conversation, she explains, an aperitif can turn into dinner, and a ten-minute stroll can become sixty when the city gives you a reason to pause.

For a short break, perhaps this is where another way of advising Rome lies. Not necessarily seeking addresses unknown to all, nor stripping the city of its must-sees, but selecting what truly matters and allowing the traveler to keep enough freedom to encounter what wasn’t planned.

We arrived with a fairly precise idea of what we wanted to see. At departure, the monuments still appear in the photographs. But in the notes we took leaving the city, there are also the gulls waking, a chauffeur, a tattoo on a server’s neck, a photograph held on St. Peter’s Square, and a violin heard from a garden.

Rome had honored our plan. Happily, it had also managed to exceed it.

In Rome, Restaurants Displaying ‘Nonnas’ in Windows Warn Locals

In Rome, a new scene captures visitors’ attention: behind the windows of some restaurants, women shape fresh pasta by hand before the eyes of passersby. The spectacle is photogenic, perfectly suited for social networks, and seems to check all the boxes of the Italian experience tourists dream of.

Yet, this trend, which sits within the widely popular “nonnamaxxing” phenomenon among Gen Z, mainly fuels suspicion among many Romans. For several industry professionals, these establishments have even become a new indicator for spotting tourist traps in the heart of the Italian capital.

Rocco Forte Hotels Renovates Its Historic Properties in Florence and Rome


Rocco Forte Hotels rénove ses adresses historiques à Florence et Rome - Depositphotos.com, AnnaNepaBO

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Rocco Forte Hotels poursuit ses investissements dans ses établissements italiens.

À Florence, l’Hotel Savoy a achevé une rénovation complète menée sur trois ans, avec un investissement de plus de 9 millions d’euros.

À Rome, l’Hotel de Russie vient de finaliser la dernière phase de sa rénovation, consacrée notamment à ses espaces d’accueil et de réception.

Les deux projets ont été pilotés par Olga Polizzi, directrice du design de Rocco Forte Hotels, en collaboration avec le Studio Ferrari à Florence et le Studio Moschino à Rome.


9 million euros invested in Florence

Located on the Piazza della Repubblica, the Savoy Hotel reimagined its interiors around local materials and craftsmanship: Arabescato marble, stone, wood, bespoke parquet floors and textiles.

The 46 rooms and suites affected by the renovation have been redesigned with more flexible layouts, notably to accommodate families and groups.

The project also extends to the dining spaces. The Irene restaurant reopens with a new décor and a Tuscan cuisine offering imagined by Fulvio Pierangelini.

A new bar, Artemisia, completes the offering with a cocktail menu created by Salvatore Calabrese in collaboration with Federico Pavan.

The hotel also strengthens its local experiences with the Suite & Beyond program, which notably includes private tours of Palazzo Strozzi, calligraphy classes, and visits to Florentine leather workshops.


In Rome, a renovation centered on the guest experience

At the Hotel de Russie, the renovation focuses primarily on the arrival and reception areas. The new layout now distinguishes three zones: the entrance, the front desk, and the concierge, with a conversation space.

More than 90% of the furniture and finishes have been custom-made with Italian artisans and manufacturers. The project combines walnut woodwork, contemporary materials, and historic pieces.

Through these two renovations, Rocco Forte Hotels aims to strengthen the local identity of its properties while modernizing the experience offered to its upscale clientele.


Amelia Brille Written by Amelia Brille TourMaG.com Writer
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Tourist Activities: New York, Rome, Marrakech — What the French Are Booking

Les Entreprises du Voyage (EDV) et Civitatis dévoilent la troisième édition de leur Index des activités touristiques - Depositphotos.com, IgorVetushko

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The market for activities, guided tours, and excursions continues to rise within the travel experience.

According to data from the third Index of Activities published by the Entreprises du Voyage (EDV) and Civitatis, French travelers are giving an increasing place to on-site experiences, to the point that they now influence their destination choice.

The study, based on reservations made between January 1 and June 15, 2026, mainly highlights a marked difference between purchases made directly by travelers (B2C) and those made through travel agencies (B2B).

In direct bookings, consumers favor immediacy: bookings are made with a median of only six days before the activity and more than half of purchases (53%) are made less than a week before the service.

Conversely, travel agencies anticipate their clients’ needs well in advance. Reservations are made with a median of 66 days before the activity, while 60% of purchases occur between one and six months before departure.

For Valérie Boned, president of Entreprises du Voyage, this analysis provides a real decision-support tool for professionals. “This third edition demonstrates how data is an indispensable growth lever for our members,” she notes.


The activities strengthen the role of agencies

For Georges Sans, head of France development at Civitatis, this evolution also reflects the positioning of travel agencies.

He believes that activities and transfers no longer represent merely add-on sales, but become differentiating elements enabling agencies to accompany clients throughout their journey and to reinforce their loyalty.

The Index also shows that guided tours remain the flagship product for travel agencies. They account for nearly 39% of sales realized via the B2B channel.

On destinations, Paris remains the top French destination.

Internationally, trends vary by distribution channel. Individual travelers favor New York, while travel agencies sell more Rome.

Airport transfers are also among the most sought-after services. In direct bookings, New York tops the requests, while agencies primarily market them in Marrakech, ahead of Seville and Rome, in a strategy of building complete stays.


Tunisia records the strongest growth

The Index also identifies international destinations with the largest increases in reservations compared to the first half of 2025.

Tunisia shows the most spectacular progression with a growth of 289%. It edges out Canada (+145%), Egypt (+106%), and the Dominican Republic (+37%).

Finally, the study confirms France’s attractiveness to international visitors. Paris remains the most visited French city, followed by Lyon and Nice.

According to a study published in May 2026 by Arival in partnership with Civitatis, more than one European traveler in two now considers that the experiences offered on-site play a very important, even decisive, role in choosing their destination.

This trend reinforces the growing weight of tourist activities in shaping travel-agency offers.


Amelia Brille Published by Amelia Brille TourMaG.com Editor
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Integration with Lufthansa, NDC, New Routes, and Rome Hub: ITA Airways’ Ambitions


Intégration à Lufthansa, NDC, nouvelles lignes et hub de Rome : les ambitions d'ITA Airways !

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TourMaG – Tensions in the Middle East have significantly disrupted air travel. What impact has that had on ITA Airways?

Samy Addou: The impact is the same as for all market participants. The situation is not easy.

At ITA Airways, we have been very dynamic. We have leveraged fuel hedges that cover about 80% through year-end to try to control costs and, above all, to limit the impact of rising prices.

And we have primarily adjusted capacity and destinations to be as responsive as possible.

As part of this recovery plan, we reopened Tel Aviv on July 1. We will reopen Riyadh in September.

TourMaG – Should we expect capacity adjustments on certain routes?

Samy Addou: No, that is not the case. The program remains stable via Rome-Fiumicino, whether heading to Italy or on the long-haul network.


TourMaG – Travel agencies are noticing later bookings and customers who are more budget-conscious. Do you see the same trend?

Samy Addou: Yes, absolutely, that is a trend that is being confirmed. But what we note is that even if bookings are increasingly late, it does not affect overall demand.

What is very important for us is revenue, so we focus on load factors and yield to ensure we achieve our objectives.

We also adjust capacity, as I mentioned, but also our commercial strategy on a continuous basis, and that is very important for us.



TourMaG – What exactly does this commercial strategy entail?


Samy Addou: We stay close to market players, to distributors, and we work to support them in managing operational variabilities and finding solutions for their clients because ultimately, our distributors need support and we are at their service.


“Marseille is a great success”: ITA Airways continues its development in France

TourMaG – You recently launched the Marseille-Rome route and strengthened Nice. How is this development going?

Samy Addou: Marseille is a great success. The launch is going wonderfully, first of all thanks to our distribution partners. I want to particularly thank them. But also thanks to the Marseille airport, with whom we are working extremely well, and that is very important for us.

The value proposition from Marseille to Rome-Fiumicino is not only point-to-point, but it also enables connectivity from the region to Italy, and beyond, on ITA Airways’ long-haul network.

This is part of a seasonal development plan, as we also opened, at the same time as Marseille, Malaga, Valencia, Alicante, Mykonos and Trapani.

We have also added frequencies on important seasonal destinations in Southern Italy with Brindisi, Lampedusa, Pantelleria, Palma de Mallorca and, above all, Nice.

TourMaG – Specifically, why does Nice occupy a special place in your network?

Samy Addou: Nice is a destination and/or starting point in France that is historic for ITA Airways. The city has accompanied us since the start of operations.

We added a fourth flight starting July 1, through September. And this flight is a night stop. The aircraft stays in Nice and departs very early the next morning. It connects to the entire ITA Airways network.

This enables Nice residents and the PACA region, but also Monaco, to travel to all destinations in our network.

This increase in frequencies and capacity reflects the commitment of customers, but also of distributors to the route; it also reflects growing demand.

Our strategy is really to be efficient and to put in place solutions that are profitable for the future.

TourMaG – Can the Rome-Fiumicino hub become a genuine alternative to other major hubs in Europe or the Middle East?

Samy Addou: For me, it is a more than credible alternative. Rome-Fiumicino is a five-star airport as rated by Skytrax. That is the maximum rating.

The airport was totally renovated after Covid; it is brand new. Connections are a short walk from the Schengen area to non-Schengen. You have access to all the best Italian cuisine, and to many shops. It is really a pleasure to connect via Rome-Fiumicino.

I have no doubt that the other airports are also excellent. But if you travel via Rome, you will not be disappointed.


“Rome-Fiumicino is a more than credible alternative to the major hubs”

TourMaG – Which long-haul routes are currently the most promising via Rome-Fiumicino?

Samy Addou: Thank you for asking, because ITA Airways is of course the national Italian airline, but not only that.

We have a long-haul network that has grown in recent years, and we cover all five continents.

The strongest destinations from Rome-Fiumicino are in North America, because ITA serves Toronto in Canada and eight destinations in the United States.

We also have a wonderful network in South America: Rio daily, Sao Paulo twice daily, Buenos Aires nine to ten times a week. That is very important to us.

We have also developed our network in West Africa, the Middle East, Oceania with the Maldives, Mauritius, and Asia, of course, with Tokyo Haneda, Bangkok, and India.

TourMaG – Could France benefit from new regional route openings?

Samy Addou: I would like to give you an answer, but it is a bit premature.

What I can tell you is that at ITA Airways we are very attentive to network efficiency. We study all opportunities and we will seize, if the opportunity arises, the opening of new regional routes.

TourMaG – Lufthansa Group intends to raise its stake to 90%. concretely, what does that change for ITA Airways?

Samy Addou: Before talking about the future, I will first talk about the present, because concretely, it brings a lot of value for customers and passengers.

Since April 1, we have joined Star Alliance, the world’s largest airline alliance.

We have also joined the Miles & More loyalty program of the Lufthansa Group.

The integration allows for code-sharing. For ITA, that already means 150 additional destinations, 130 lounges that our passengers can access directly thanks to this development in recent weeks.

In Germany, at Frankfurt and Munich airports, we are now a single entity under the Lufthansa Group. We have already joined Lufthansa for operations.

Then, there is a whole range of advantages: cargo is unified, fares are aligned, and we benefit from cost reductions in distribution costs (GDS).

And the big novelty is the NDC, which we migrated to on May 12.

TourMaG – Is the move to NDC linked to the closer integration with Lufthansa?

Samy Addou: We are doing things in order. Migrating to NDC solutions was part of our action plan.

The advantage is that we benefited from the great expertise and experience of the Lufthansa Group, which is a pioneer on the subject.

This greatly facilitated our internal tasks, but above all, it allowed a very smooth implementation for all our partners since May 12.

TourMaG – Where will tourism professionals be able to meet you in the coming months?

Samy Addou: I invite them to meet at the start of the season, at IFTM, on the Business Club, where we will have a shared stand with the Lufthansa Group.

We will be eager to present our innovations to them, represent the group at our stand, and then welcome them for a spritz.


Céline Eymery Published by Céline Eymery Editor-in-Chief – TourMaG.com
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