Club del Sole, one of Italy’s leading operators in the open-air holiday sector, has closed the 2025 season with positive results and clear development goals for the future. In an economic climate marked by uncertainty, the group recorded a 12% increase in revenue compared to 2024 and reached a total of 3.5 million overnight stays, confirming the strength of its business model and its ability to innovate.
“Open-air tourism is set to shape the future of travel because it puts values such as freedom, wellbeing and authenticity at the centre,” said Angelo E. Cartelli, General Manager of Club del Sole. “Companies that are able to innovate and anticipate market needs not only grow, but also lead the transformation of the entire sector. This is the path we are pursuing”.
International guests and new market segments
Foreign guests accounted for 45% of total stays, with strong growth across key source markets: Germany (+16%), Switzerland (+22%), Austria (+11%), Poland (+20%) and the Netherlands (+69%). These results reflect the success of Club del Sole’s internationalisation strategy, supported by targeted marketing campaigns, localised websites and dedicated communication activities. The domestic market also remains robust, driven by demand focused on quality, wellbeing and freedom of choice.
To meet increasingly diverse expectations, Club del Sole introduced four new product clusters in 2025: Boutique Resort, Family Resort, Family Collection and Easy Camping Village. In the Boutique and Family Resort segments, around 40% of guests were experiencing open-air holidays for the first time – a significant indicator of the brand’s growing appeal among travellers coming from the hotel sector, attracted by the combination of premium services, independent accommodation and unspoilt natural surroundings.
Another sign of vitality comes from the pet-friendly segment, which grew by 22% compared to 2024. The Family Dog Friendly programme, now extended to all villages, has turned Club del Sole properties into genuinely pet-welcoming destinations, complete with dedicated areas, services and activities.
Expansion and new acquisitions
2025 also marks an important phase of expansion for the Group, with two new acquisitions in Tuscany and on Lake Garda. At the same time, Club del Sole is strengthening its presence in the mountains with the Val di Fiemme Easy Camping Village, extending its “Full Life Holidays” concept to alpine destinations.
The new Trentino site will open its first winter season from 4 December 2025 to 23 February 2026, marking the group’s official debut in mountain and snow holidays. This initiative forms part of a broader strategy of year-round tourism and comes ahead of the Milan-Cortina 2026 Olympic and Paralympic Games, which are expected to bring major international visibility to the region.
Looking ahead to 2026
For 2026, Club del Sole’s growth plan focuses on consolidating newly acquired destinations, developing the Trentino project and expanding its portfolio in strategic areas for international inbound tourism. The group’s goal remains to strengthen its position as a benchmark for open-air holidays in Italy and Europe, promoting a sustainable, experience-based and high-quality holiday model.
The new developments will be presented at TTG Travel Experience (Rimini, 8–10 October), where Club del Sole will exhibit at Hall A5–C5, stand 101–535, and take part in the Travel Innovation Observatory Conference organised by the Politecnico di Milano.
On Thursday 9 October, Angelo E. Cartelli will join the panel “Travels and Travellers in the Age of Agents: Results of the 2025 Survey”, presenting key data and trends in experiential and open-air tourism.
Photo credits: Club del Sole
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