Open-air holidays in Italy are increasingly speaking the language of families. Not only because more than three out of four searches involve travellers with children, but also because the entire sector’s offering is evolving around the needs of those looking for a holiday that is easy to manage, rich in services and capable of combining relaxation, entertainment and comfort. This is the picture outlined by Campeggi.com’s Camping Report 2026, which also highlights strong growth in international demand and a broader strengthening of the country’s outdoor tourism sector.
According to the report, online searches for campsites and holiday villages in Italy rose by 34% compared with 2025. Families are driving this growth: 77% of searches concern travellers holidaying with partners and children, up two percentage points on the previous year. Smaller shares are represented by couples and groups of friends, at 18%, while solo tourism accounts for 5%.
Demand is increasingly focused on services capable of simplifying and enhancing the holiday experience. Entertainment activities and baby clubs lead preferences with 37% of searches, followed by pet-friendly facilities at 19% and swimming pools and water parks at 15%. Among the most requested features are proximity to the beach, chosen by 13% of users, on-site restaurants and markets (9%), and half-board or full-board options (7%).
The evolution of the offer
The scenario outlined by Campeggi.com shows a sector that is progressively moving closer to hospitality resort models. The open-air holiday is increasingly perceived not as an essential solution, but as a complete experience, in which comfort, services and entertainment become central elements in the decision-making process.
Accommodation types also confirm this evolution. In 2026, 65% of travellers prefer bungalows and mobile homes, solutions considered more practical especially for families thanks to defined spaces and included services. Pitches for motorhomes, caravans and tents account for 32% of preferences, while glamping remains a niche at 3%, mainly associated with short stays and higher-end experiences.
One of the most significant figures concerns the growing weight of international markets. In 2025, 78% of searches came from Italy and only 22% from abroad; in 2026 the gap has almost disappeared, with the domestic market standing at 52% and the international share rising to 48%.
Growth in international demand
Germany confirms its position as the leading foreign market with 21% of total searches, followed by Switzerland at 8%, Austria at 6% and the Netherlands at 5%. Other markets include France, Denmark, Spain, the Czech Republic, Poland and the United Kingdom.
When it comes to destinations, the geography of preferences among Italian travellers is changing. Liguria takes first place with 16% of searches and growth of 64% compared with 2025, overtaking Sardinia, which stands at 14% despite recording a 25% increase. Tuscany follows at 10% and Puglia at 8%, while Calabria, Abruzzo and Veneto all account for 6%. Veneto and Calabria are among the most dynamic regions, recording growth of 43% and 48% respectively. The Top 10 is completed by Marche, Trentino-Alto Adige and Sicily.
The preferences of international travellers follow partially different patterns. Sardinia, Tuscany, Veneto and Lake Garda lead international searches, while Liguria enters the Top 5 destinations most requested from abroad.
Longer stays and season extension
Differences also emerge in travel habits. Italians tend to prefer shorter stays, averaging between seven and eight days, showing greater flexibility in bookings and a certain inclination towards last-minute travel. Foreign tourists, by contrast, plan their holidays well in advance and stay longer: Germans stay an average of 14 days, while Dutch and Swiss travellers remain for around 12 days.
For sector operators, the most interesting figure probably concerns the growing demand for facilities open all year round, particularly from the German market. A trend that could encourage season extension and increase the profitability of facilities even during traditionally quieter periods.
“To understand trends in outdoor tourism, we need to look beyond the numbers: visits to the portal’s pages represent only part of the picture, but the growth we are observing can also be seen through other indicators, such as contact requests, quotations and other signals our internal systems monitor every day,” comments Cristian Capizzi, CEO of KoobCamp, the network to which Campeggi.com belongs. “This year’s market clearly tells us that camping is increasingly becoming a family choice, focused on comfort and services, for a truly carefree open-air holiday. The opportunities for operators lie precisely here: in the ability to respond to this evolving demand, also intercepting a growing international and seasonally extended market.”
Accessible tourism: not only sociability and inclusion, but also a real market