Italia National Tourist Board is placing a greater emphasis on ‘responsible travel’ with a new hashtag aimed at heightening awareness of the need to take greater care for oneself as well as the environmental, cultural and historic landmarks.

The medieval capital of Emilia-Romagna, famous for its excellent gastronomy, its ancient university and the red-toned hue of many buildings in its enchanting historical centre, was typically left off the most common tourist itineraries in Italy until a few years ago, helping to preserve its authenticity and securing its place as a vibrant Italian city unblemished by the beaten path of over-tourism.

When planning a trip to Rome for your clients, what landmarks and attractions are on their bucket list? There’s the obvious historic locations of grandeur throughout the Eternal City – the Colosseum, Sistine Chapel, Trevi Fountain, Spanish Steps, and of course, the mesmerising landmark plaza that is Saint Peter’s Square at Vatican City.