Following a summer season in 2023 marked by a clear resurgence in tourism, with over 34 million Italians enjoying a vacation (a 10% increase compared to 2022), the prospects for the 2024 season also look promising. In fact, 9 out of 10 Italians say they are likely to go on vacation next year. The positive signals in the Italian tourism sector are highlighted in a study conducted by ENIT (the National Tourism Agency) in collaboration with Human Company and the Piepoli Institute. This annual monitoring serves as a useful tool for tourism operators to understand the current situation and anticipate emerging trends.
The study provides an overview of the 2023 season and offers insights into the upcoming summer season, especially regarding outdoor vacations, which are increasingly becoming “a strong and conscious choice by Italians, no longer dictated by contingent needs,” as emphasized by Domenico Montano, General Manager of Human Company.
Ivana Jelinic, President and CEO of ENIT, echoes the sentiment, stating that “monitoring the growth of different types of vacations is essential for optimizing resources and developing targeted promotion strategies. Promoting outdoor experiences not only enriches the tourist offer but also contributes to the sustainable progress of the sector, encouraging environmental conservation and active participation of local communities“.
Outdoor vacations attract new travelers
The data from ENIT’s analysis indicates a growing interest in outdoor vacations, particularly among those aged 35-54, with a significant increase in spending for this type of vacation. Another significant finding is that vacations are no longer limited to the summer season; in fact, 4 out of 10 Italians plan to travel during the colder months, especially for Christmas (28%) or New Year’s (21%), with the majority choosing to stay in Italy (65%). Some consider an international trip (20%) or a combination of domestic and international travel (12%).
The trend of traveling in autumn/winter is even more pronounced among those opting for outdoor vacations, with 6 out of 10 Italians expressing readiness to take advantage of the Christmas holidays (34%), New Year’s, and All Saints’ Day (28%) for a short escape from daily routine. In this case, the preference is again for staying in Italy (65%), while fewer would choose to go abroad (18%) or a combination of both (17%).
Summer 2023: increased spending on outdoor vacations
ENIT’s study also provides a detailed account of the summer of 2023, emphasizing the growth of outdoor vacations. Camping is favored by 1 in 4 Italians, and more than 1 in 5 stays (22%) were spent outdoors, exceeding 8 days, the average duration for tourism in other accommodation facilities. The increased positive perception of outdoor vacations among travelers is noteworthy. Outdoor tourism is increasingly seen as the perfect synthesis of a journey that combines the desire for freedom and contact with nature, the main motivations for a camping vacation.
The greater interest in outdoor activities has translated into higher spending. Despite a median budget of €1,575 for those who took a vacation in the summer of 2023, spending for an outdoor vacation reached €1,918 (a 22% increase). Specifically, for outdoor, 35 percent spent between €1,001 and €2,000, while for other forms of accommodation, 39 percent of vacationers spent less than €1,000.
Favorite vacation: summer, seaside, in Italy
“The summer vacation is non-negotiable,” commented Livio Gigliuto, President of the Piepoli Institute. “Despite economic uncertainties, the ‘vacation party’ is growing significantly compared to 2022“. July and August remain the months when Italians concentrate their vacations (chosen by 38% and 49% of respondents, respectively). However, focusing only on outdoor tourism, there has been a shift, with July (45%) surpassing August (42%).
Regarding destination choices, Italians remain rather “traditionalist,” predominantly choosing the seaside (63%), followed by cultural vacations (19%), and mountain getaways (17%). For those who chose outdoor vacations, besides the seaside (60%), they opted for mountain (15%) and rural destinations (15%). Puglia (13%), Sicily (11%), Tuscany, and Emilia-Romagna (both 10%) were the most popular regions among travelers in general. However, for outdoor vacationers, Tuscany topped the list (17%), followed by Sicily (16%) and Puglia (13%).
