August 4, 2026, 3:33 pm | Read time: 3 minutes
Take a vacation at a slower pace, spend less time in front of screens, and experience more genuine encounters. This is the essence of the “Nonnamaxxing” trend. More and more young people are adopting the lifestyle of Italian grandmothers, known as Nonnas. Instead of rushing from one appointment to the next, the focus is on cooking together, taking walks, and spending time with others. This relaxed approach is also gaining popularity in travel.
What Nonnamaxxing Means
The “Nonnamaxxing” trend involves adopting the relaxed lifestyle of Italian grandmothers (“Nonnas”). The trend is going viral on social media, with many young people spending more time crocheting, baking, or walking instead of just staring at their smartphones.
The idea is to perceive life more consciously and at least temporarily disconnect from constant digital accessibility. This approach seems particularly appealing to many during vacations.
In line with this, leisure activities led by seniors are becoming more popular. These include cooking classes, traditional craft workshops, and guided walks through local neighborhoods. Gen Z is discovering how much they can learn from older generations.
Why the Italian Grandma?
The focus on Italian grandmothers is no coincidence. According to “Statista,” Italy has one of the highest life expectancies in the world, which might be attributed to their relaxed lifestyle. The combination of a love for food, strong family ties, and a connection to nature seems to benefit the soul.
The concept of “Maxxing” is about getting the most out of something. In the case of Nonnamaxxing, it means being inspired by the calmness of an Italian Nonna and making vacations as relaxed as possible.
Grandma-Led Courses Are Gaining Popularity Worldwide
The growing demand for authentic experiences among travelers is also highlighted by a survey from the travel provider “Get Your Guide.” For the report “The Rise of Grandma Tourism,” 8,110 travelers from France, Germany, the U.S., and the UK were surveyed.
The results show that more people are traveling specifically to collect personal stories and local experiences. Seventy-six percent of respondents said they would book an activity led by seniors.
7 Tips to Keep Your Family Vacation Relaxed for Everyone
Travel-Maxxing Instead of Beach Vacations: What’s Behind the Travel Trend
What Travelers Can Learn from Grandmothers
These encounters are special for many, as a reporter from the BBC describes. She reports on a massage course in Bangkok taught by older women. She was particularly impressed by the calm atmosphere and the time taken for each other. Conversations during a tea break were as valuable as the course itself.
Get Your Guide also features older women from various countries who teach travelers traditional skills. Nonna Rosella from Rome, for example, observes that people spend more time with family and friends during her courses. For her, that’s the most important thing.
Kayoko from Tokyo shares similar experiences. She notes that many young travelers prefer to invest their money in unique experiences rather than luxurious accommodations. At the same time, interacting with guests from around the world keeps her feeling young.
Can Nonnamaxxing Really Make You Happier?
The positive effects of community and personal engagement are not new. A study in the “American Journal of Preventive Medicine” found that people who volunteered more than 100 hours a year were generally more optimistic and felt a greater sense of purpose than those without such engagement.
Nonnamaxxing may be more than just another social media trend. Those who take time for others, learn new skills, and travel mindfully often bring home more than just vacation photos. Sometimes, all it takes is an afternoon with a Nonna.