Ottavia Grasso: “Sicily is to be experienced, not simply visited. And today, travel is increasingly experiential and tailor-made”
There is a Sicily that does not simply ask to be visited, but to be lived, explored, and interpreted. A Sicily that evolves alongside its travelers, who are increasingly aware, demanding, and in search of authentic experiences. It is precisely within this constantly evolving landscape that Ottavia Grasso, travel designer at Dimensione Sicilia, has been working for the past ten years. Amid increasingly personalized requests, itineraries crafted like tailored garments, and a form of tourism that now finds its core in experience, her work is about turning desires into journeys and expectations into tangible emotions. In this interview, she takes us on a journey into – and beyond – current trends, offering a privileged perspective on our land through the eyes of someone who builds it, tells its story, and brings it to life every day.
Q: Ottavia Grasso and her ten years as a travel specialist in Sicily with Dimensione Sicilia. If you had to describe the evolution of demand in three words, which would you choose and why?
A: Variety and multiplicity, experiential tourism, and personalization. We can indeed speak of an “evolution” in demand over time, of variety, as across years and seasons it has always been diverse. The demand for tailor-made travel is constantly changing: requests evolve, types of travel shift, and – consequently – the services we offer adapt. Itineraries change, as do the length of trips and the experiences/excursions/services requested. I see all of this as something positive, something that also brings us new stimuli and perspectives. I use the term “experiential tourism” because I believe it is now one of the most important aspects of traveling the world. It is true, there are still some tourists who ask for classic itineraries of the island, “standard” trips. But what the real traveler seeks today is to live experiences, to share time with local people, to savor moments, places, flavors, scents, and sensations that are authentic and belong to the land they have chosen to discover and visit. This is closely linked to personalization, which has also evolved over the years, adapting to what is requested and to everything we try to perceive in the travel inquiries we receive every day. This transformation does not only affect demand and travelers, but also us “travel specialists,” who constantly seek out and personally experience proposals that can then be adapted according to preferences and needs.
Q: When you start building a travel proposal, where do you begin? From the client’s identity, the destination, or the experience you want to create?
A: The first thing is to understand who the traveler in front of me is: what they expect from this trip, what they are looking for, and what could make this destination unforgettable and different from all others for them. So I begin by asking a few questions that allow me to grasp preferences and needs, in order to understand how to approach building the itinerary. Then I focus on what I consider essential to visit and experience in Sicily, and I connect it with what may be suitable and enjoyable for the client.
Q: How do you find inspiration? Are you guided more by market listening, international trends, or what you personally discover on the territory?
A: I don’t believe that following something already existing is the right path in this case. I always keep a map of Sicily next to me; I look at it and begin to “travel”: I think about the stops, the locations, the moments, and the experiences I would like to include in each journey. I know my land well and I am fortunate to experience many of the activities, places, and accommodations I propose. So a process begins within me, taking shape by combining what I know with what could suit the client. This mix creates the perfect result, confirmed when the client shows enthusiasm for the proposal received. My personal experience, my knowledge of the territory, and my love for my land are, I believe, the key elements that make the difference in the final outcome of the trip and, consequently, in the traveler’s satisfaction.
Q: What products or types of experiences have you specialized in most over the years? The ones where Ottavia Grasso’s signature is unmistakable…
A: I am happy to have been working for a long time with a mainly international audience, particularly from the USA, Australia, Spain, and Latin America. This allows me to engage with diverse market demands and pushes me to seek out and propose suitable and varied experiences. I am a tailor-made specialist, and the beauty lies precisely in working across very different itineraries and experiences. I see this as a wonderful gift of my job, something that gives me so much, and I am truly happy about it. I am very knowledgeable, but above all passionate, about experiences related to the land and sea of Sicily and its smaller islands: such as snorkeling, diving, fishing tourism, trekking, cycling routes, meetings, tastings, and sharing moments with local people. I am passionate about and practice trekking and freediving; I have visited and explored all the islands of Sicily except Linosa and Lampedusa, which I plan to reach this year. Love and passion for what you do, I believe, are the infallible channel that conveys the right energy and emotion, reaching straight to the traveler’s heart and interest.
Q: What are the most requested Sicilian destinations today, and which do you consider still underrated but with great potential?
A: UNESCO sites, reserves, and protected areas are never overlooked. The well-known beaches of San Vito Lo Capo and Scala dei Turchi are often mentioned, as well as the Aeolian Islands. I also see strong demand for places and routes linked to literature, TV series, and films, such as Inspector Montalbano, The Godfather, the Florio saga, The White Lotus, and so on. There are many underrated and lesser-known destinations in Sicily, as we are fortunate to live in a territory where nothing is lacking. Often there isn’t enough time to capture every nuance of this wonderful land, but I believe my role is precisely to add small “unknown Sicily” elements to each itinerary, details that spark curiosity and emotion in travelers, who sometimes decide to return to discover Sicily more deeply and in a different way. If I had to name a few lesser-known destinations with great potential, I would certainly mention the islands of Pantelleria, Marettimo, Filicudi, and Stromboli. I have left part of my heart on these islands; together with Salina, they are my favorites. Also the Nebrodi Park, Portopalo di Capo Passero, Castellammare del Golfo with Scopello, Punta Bianca, Caltabellotta and Santo Stefano Quisquina, Palma di Montechiaro, Sant’Angelo Muxaro, and the historic center of Piazza Armerina. And also Centuripe, Solunto, and Torre Faro in Messina.
Q: In these ten years, has there been a proposal or project that represents you more than others? Something you truly feel is “yours”? The ultimate “by Ottavia Grasso”!
A: I would say more than one. Over these ten years, we have participated in many international tourism fairs as a company, I count almost 30 in my career, including the journeys, experiences, and relationships that surround and enrich them. Tourism fairs give you the opportunity to grow, to engage, to open yourself up, to speak the languages of the world and with the world, to build relationships and create connections and bridges. Also, many itineraries I have created that have become real journeys are projects I truly feel are mine; they are routes built on emotions I have personally experienced in my land. They belong to me, and I feel them like blood running through my veins. But what I truly feel is mine, what represents me more than anything else, is myself in this job, in this role, in this company: I feel I am in my place in the world, happy and fulfilled in what I do every day.
Q: How has the traveler choosing Sicily changed? Are they more aware, more demanding, more experience-oriented than in the past?
A: Definitely more aware, sometimes more prepared, and certainly more oriented toward experiential tourism.
Q: Ottavia Grasso’s vision. How do you imagine tourism in Sicily over the next 10 years, and your work in this sector?
A: A difficult question to answer. It will once again be different, more evolved, with greater knowledge and awareness. Looking at tourism from another perspective, not as a tourist but as a Sicilian, I must say that in recent years many new, very interesting, and well-organized realities have developed. I see significant growth in this sense: businesses that are expanding and becoming increasingly structured, aware, and well-versed in the concept of hospitality. I am referring to a wide range of offerings, from accommodation facilities to the reopening of monuments and historic buildings, the enhancement of routes, the creation of local experiences, and much more. This gives me hope because where there is supply, there is demand and this is a positive sign for Sicily. What I imagine is a projection of what I hope for: improved connections and optimized services, allowing us to offer more and in a more satisfying way to the traveler who chooses us. I imagine my work becoming more “free”: optimizing time by working partly in the office but often remotely, so I can continue to move around the island, enrich my knowledge, expand my offering, meet clients, and share some of the experiences with them, because the human element is what always makes the difference.
Q: Ottavia Grasso and Dimensione Sicilia. What does it mean to be part of this company?
A: In the company, there has always been a wonderful atmosphere from many points of view. There is strong mutual respect, collaboration, and affection among colleagues and with the ownership, and I see this as a strength, a better way to grow together, both personally and as a business in the market. Alongside professionalism, respect, and trust, there is also a sense of “extended family” that allows me to wake up calm and happy to go to work every day. This is not trivial or taken for granted; on the contrary, I find it something special that adds value to everyday life.
