Off the beaten track: The semio-linguistic construction of Italy’s borghi

The policies implemented to curb the spread of COVID-19 over the past two years or so have brought about changes in the travel patterns, including those of tourists, which limit “motion” and emphasise a tendency towards smaller, lesser-known destinations perceived as safer though no less rich in history, traditions and breath-taking scenery. Hence the need felt by tourist promotors to enhance these minor sites as locations capable of feeding not only the tourism of proximity but also targeting international visitors. By adopting a semio-linguistic approach this study investigates the workings of online promotional texts dealing with Italy’s borghi in order to identify how meaning is conferred on these small villages, by prefiguring specific enjoyment by targeted visitors whose pragmatic, cognitive and emotional profile is inscribed in textual configurations.