History becomes a journey

Ruins, ancient trails and stories handed down through the centuries are once again shaping travel choices. 34 per cent of respondents to the Skyscanner survey say that films and series set in epic settings, such as *Gladiator* and the more recent *The Odyssey*, are sources of inspiration when planning a holiday. Consequently, there has also been a rise in views of content dedicated to cinematic-style travel and the itineraries followed by the hero of the moment, retracing the stories seen on screen in real-life locations. Alongside tourism linked to audiovisual productions, there is another trend: one that takes an archaeological site or a historic pilgrimage route as its starting point for reconstructing various eras and interpreting the landscape from a different perspective. Destinations where history provides a narrative for the journey, leaving it to the visitor to explore it without merely stopping at the scenery, include Luxor in Egypt (one of the best-value destinations in 2027 according to Skyscanner) or the Eternal City, Rome, where traces of antiquity (the Colosseum, the Imperial Forums) coexist with the daily life of a metropolis.