21/04/2026
The new luxury is !
There's a moment, increasingly frequent, when the stops looking for what to do and begins, almost unconsciously, to look for where to stop doing. It's not laziness, it's not a lack of curiosity. It's a saturation of stimuli, content, experiences designed to be told rather than lived.
In this space, a still-uncodified but extremely indicative term comes into play: puddling.
Puddling isn't a new market niche, nor is it the evolution of . It's a shift in posture. It's the almost physiological right to stop without having to justify the time.
Sitting on a bench in a village with no plan, remaining silent before a landscape without taking a photo, inhabiting a place without transforming it into content.
It's presence, not performance.
For those who work on , this isn't a detail. It's a fracture. For years, we've built value by adding: activities, experiences, storytelling, and programming. We've filled tourists' time with the often implicit idea that every minute should generate value. Today, a segment of the market is telling us exactly the opposite: lies in the space we leave free.
Here, the concept of is changing radically. It's no longer just service, comfort, or exclusivity.
It's access to something that's becoming rare: silence, unscheduled time, the possibility of not being constantly solicited. A luxury that isn't built with a , but with conscious subtraction.
The risk, as always, is trivialization.
Transforming puddling into a product,
packaging it, selling it.
A region that wants to position itself on this level must have the courage to make a choice: not adding, but subtracting.
Not inventing, but letting emerge.
Perhaps the real question, then, isn't whether puddling will become a trend, but whether we, as destinations (not wellness), are ready to create value even when we decide to do nothing. Because that's where part of the tourism of the future lies: “Il dolce far niente.” - CkriS*MARCHEting®️Landscape of The Dream🍀