Portrait of the Italian camper: a study by PleinAir and the University of Salento

A new study conducted by PleinAir and the University of Salento offers a detailed portrait of the Italian camper profile. The research, titled “Why are we campers? Habits, expectations, and practices in the universe of Italian camping”, involved a sample of 3,000 participants who filled out a questionnaire. Although the data is still preliminary, as the analysis has just begun, the results are already promising. However, it should be noted that the sample is primarily composed of PleinAir readers and may not fully represent the entire outdoor tourism sector.

“This is a study on the various forms of camping, aiming to explore the motivations behind this type of vacation, from the choice of vehicle to the destinations,” said Marcella Pedroni, General Secretary of Fiere di Parma, in her welcome address during the presentation of the research. The event was moderated by Michela Bagatella, editor-in-chief of PleinAir.

“The essential question is understanding the needs and desires of the camper,” added Bruno Andrea Ciattini, editor-in-chief of PleinAir, noting that the magazine has over 50 years of history and is the market leader, with 48,000 copies sold each month. Today, PleinAir is more than just a magazine: it has become a “PleinAir system,” offering a complete multichannel experience: a digital version (10,000 readers), website, mobile app (50,000 installs), PleinAir Club(75,000 members), social media (100,000 followers), newsletter (60,000 subscribers), podcasts, and a collaboration with RAI for the Camper TV program.

A complex and fascinating world

The study, curated by the University of Salento, emerged from this audience. “This research was born from an intellectual curiosity for this complex and fascinating world,” said Angelo Salento, Professor of Economic Sociology at the University of Salento. “It emerged spontaneously during classes, while discussing new forms of tourism. Camping has been somewhat overlooked, but this is a very diverse and multifaceted social world. We are also talking about a crucial sector, at the center of economic and cultural transformations, addressing issues of sustainability and well-being in an era of polycrisis”.

The camping population presents two major “families”: on one hand, there are individuals with a more intellectual inclination, seeking tranquility and new discoveries, who tend to travel outside of any groups, with a typically less equipped camper, preferring to stay in camper areas or free camping spots. On the other hand, there are those more inclined towards DIY, who often travel in groups, favoring larger and better-equipped campers, with a preference for campgrounds and comfortable parking solutions.

The study also highlights that today’s “veteran” campers are the “pioneers” of this great movement, and that camping tends to be an intergenerational practice: younger generations have inherited this passion from their families.

Culture, sustainability, and freedom

One of the most interesting findings is the high level of education among campers: 27% have a university degree, and over 1% hold a PhD. Campers’ expectations are primarily focused on freedom and sustainability, with a strong emphasis on simplicity.

72% of campers use their vehicle at least once a month, traveling mainly as a couple or with family. Popular destinations include picturesque villages, entertainment spots, and wellness areas. It’s also worth noting that about 30% of campers travel with one or more pets.

Camper accessories and preferences

Among the most requested accessories by campers, solar panels stand out, followed by awnings and anti-theft systems. 85% of campers use vehicles like semintegrals, overcabs, or motorhomes, but there is a growing trend towards smaller, more sustainable vehicles. Comfort remains an important factor, but the future seems to be heading towards more agile and easily maneuverable campers.

Francesco Tapinassi, Director of Toscana Promozione Turistica, emphasized the significant work his region is doing for tourism. A specific Observatory allows for the detailed analysis of tourists’ habits, even more so than ISTAT can. “It is important to understand if the offer aligns with the needs and values expressed this morning,” Tapinassi said, highlighting how Tuscany always keeps sustainability at the forefront.

The Importance of leisure time

Ludovica Sanpaolesi, General Director of APC, closed the presentation of the research “Why are we Campers?”. “We are witnessing a significant change among our users,” she said. “Today, campers approach the concept of camping not just with the idea of a vacation, but with the concept of leisure time. This has revolutionized everything, as using a camper now means not just taking two or three weeks of vacation but being able to leave at any moment. This translates into the demand for narrower and shorter vehicles: in Europe, half of the vehicles are camper van, and it’s not just an economic issue but one of usage. Those who prioritize leisure time prefer a versatile vehicle, while those who can move for longer periods seek more comfort”.

Sanpaolesi also highlighted the importance of smart working (“Today, it’s no longer a myth, but a reality”) and seasonal flexibility, as the concept of leisure time leads us in these directions.

Opening photo by Luca De Gennaro, PleinAir editorial staff: from left, Francesco Tapinassi, Angelo Salento, Ludovica Sanpaolesi, Bruno Andrea Ciattini, and Michela Bagatella.