A new wave of tourism, dubbed 'grandma tourism' or 'nonna-maxxing,' is gaining traction as travelers increasingly seek authentic experiences over crowded tourist hotspots. This trend encourages visitors to connect with older local residents, learning family recipes, hearing personal stories, and seeing destinations through their eyes.

This approach offers a departure from conventional sightseeing, where tourists might merely take a photograph of a landmark and move on. Instead, participants engage in activities like cooking classes led by local grandmothers, such as Nonna Rosella in Rome, who teaches participants to make traditional Italian pasta dishes like ravioli and tagliatelle. These classes often involve hands-on learning, sharing meals, and a warm, familial atmosphere, even when language barriers exist.

Data from platforms like GetYourGuide indicates a significant rise in interest for such activities. Searches for experiences led by older locals have increased by 38 percent, and bookings for workshops and classes globally saw a rise of over 250 percent between 2023 and 2025. This surge in bookings for classes and workshops substantially outpaces those for traditional tourist attractions.

The appeal of 'grandma tourism' lies in its promise of authenticity and the chance to feel like a participant in local life rather than a mere observer. This is particularly valuable in heavily touristed cities like Rome, where major attractions often face overwhelming crowds.

Beyond cooking classes, the trend encompasses other forms of local-led exploration. Travel writer Hayley Minn recounted her experience with a Vespa tour in Rome, which navigated less-traveled streets and offered insights into local life away from the main tourist paths. This included visiting sites like Janiculum Hill to witness the daily noon cannon firing and the Fontana dell’Acqua Paola, a less crowded yet dramatic fountain offering panoramic city views.

On the recommendation of her Vespa tour guide, Hayley is also taken to the Fontana dell’Acqua Paola - every bit as dramatic as Rome's Trevi Fountain, but without the crowds

Local guides also provide unique recommendations, such as experiencing the evening atmosphere in Piazza Trilussa or visiting specific nightlife spots, contributing to a more immersive and personal travel experience. These personalized recommendations and interactions often become the most memorable aspects of a trip, overshadowing visits to iconic landmarks.

After their lesson with Rosella, Hayley and her classmates sit down together to sample their handiwork. First up: ravioli in a simple brown butter sauce

While visiting famous sites remains a draw for many travelers, the growing popularity of 'grandma tourism' suggests a shift towards valuing human connection, cultural immersion, and personal stories as integral components of modern travel.