09/05/2026
Traveling through Italy has had me thinking a lot about small businesses, tourism, and what makes one town thrive while another struggles.
Of course, location matters. A coastline, beautiful mountains, historic architecture, vineyards, or a famous landmark can certainly draw people in. But I’m realizing that a destination becomes truly special because of the people who choose to build something there.
It’s the passionate shop owner who carefully chooses what they sell because they genuinely love it.
It’s the restaurant owner who is thrilled to see another great restaurant open down the street—not because they want more competition, but because they understand that variety gives people a reason to stay, explore, and come back.
It’s the w**e bar, the café, the florist, the boutique, the bakery, the artist, the maker… all creating their own little piece of a community.
The businesses may compete for customers, but collectively, they create the experience.
I think that’s one of the things I’ve loved most about traveling through Italy. There is such a sense of pride in small businesses. You can feel the passion behind what people do. Their businesses aren’t simply places to make a living—they are an expression of who they are and what they love.
not an easy career to choose. The hours are long, the margins can be incredibly small, and there are plenty of days when you wonder if it’s all worth it.
But behind so many small businesses is something you can’t put on a balance sheet: passion.
And maybe that’s part of what makes a town thrive.
It takes more than beautiful scenery to create a destination. It takes people willing to invest their time, their money, their creativity, and their hearts into a place—and other people who recognize the value in supporting them.
I’m coming home from Italy with a renewed appreciation for small businesses and the role each of us plays in creating a community people want to visit, experience, and be part of.