Geolocation and tourism: what if getting lost is an enriching experience?

Piazza Grande in Locarno and the Swissminiatur in Melide are among the most reviewed attractions on Google in Switzerland, highlighting the growing influence of digital platforms in tourism. But how do geolocation systems impact the travel experience? Professor Lorenzo Cantoni, a Full Professor at the Faculty of Communication, Culture and Society at Università della Svizzera italiana (USI) and Director of the Master in International Tourism, discussed this topic on "Il Quotidiano" (RSI).

Since 2005, Google Maps has evolved into the world's largest digital atlas, serving over two billion users each month. In the past, navigating a new city required relying on physical maps, local advice, or intuition. Today, with just a click, we can quickly discover exactly where to go, what to see, and even read reviews from other visitors.

"With geolocation and digital geographic maps, there has been a rise in services known as mashups related to geography," explained Professor Lorenzo Cantoni. "Today, almost all the recorded data is linked to a space, and this is decisive for tourism, for example, to identify the location where people are searching for accommodation."

Online reviews are powerful marketing tools for tourist destinations, while geolocation makes navigation easier and more immediate. However, does this digital revolution carry only positive implications?

"I believe that getting lost in a place, as was common in tourism before the advent of navigation systems, is a valuable educational experience. It gives us the chance to realize that the world is much larger than our understanding and mental maps. Therefore, I think we should reflect more on the fact that we are losing the opportunity to explore and get lost." concluded Professor Cantoni.