The effectiveness of a smart destination is associated with the ability to identify the tourists’ behaviour and expectations. This claim is pivotal for Italian village (“borghi”) tourism, i.e., a macro destination that would require further specification to avoid uniting every single reality into overly global characteristics. Our work aims at delineating different thematic maps on a regional scale in the case study of Sardinia, aiming to guide the tourist through variables of interest. Including the villages/borghi within a comprehensive but aware narrative can support stakeholders, particularly SMEs involved in tourism and cultural heritage, promoting a digital transition in line with the e.INS project ecosystem - Ecosystem of Innovation for Next generation Sardinia, financed by the PNRR.