A positive summer is expected for tourism in Italy: according to the latest Outdoor Tourism Observatory, 30 million Italians will take a vacation this summer, a 9% increase compared to last year (59% compared to 50%), highlighting a renewed desire for leisure and enjoyment.
The survey – conducted by ENIT (National Tourism Agency) in collaboration with Human Company and Istituto Piepoli – indicates that 6 out of 10 Italians are ready to leave, with 1 in 5 opting for a camping stay. This latter figure is notable as it underscores the growing interest in outdoor vacations, chosen by 22% of respondents this year, compared to 15% in 2023.
July and August peak months, but September bookings are rising
The growing “vacation desire” is reflected in the occupancy levels of accommodation facilities, which are close to fully booked for the peak summer months, as highlighted by Domenico Montano, General Manager of Human Company. While July and August remain the most popular months for vacations, there is also an increase in bookings for September (21% of respondents plan to travel in September, up 8% from last year, and 19% of outdoor travelers, up 9%), a positive sign pointing towards a gradual extension of the vacation season.
The average stay (including for those choosing outdoor options) is 9 nights, consistent with 2023 data, with destinations predominantly within national borders (only 19% of respondents choose vacations abroad, a percentage that slightly increases to 21% for those opting for outdoor holidays). Among the preferred destinations, seaside locations top the list (66%, and 62% for outdoor vacationers), followed by art cities (18%) and mountains (16%); in outdoor settings, however, mountains receive 24% of preferences, while rural or agritourism holidays account for 11%.
Among the regions, Puglia (12%), Emilia-Romagna (11%), and Sicily and Tuscany (both with 10%) are at the top. For those choosing camping, however, Tuscany leads the ranking of the most appreciated regions (13%), followed by Puglia and Sicily (both with 12%).
Economic reasons prevent some from travelling
The delicate economic issue influences travelers’ choices: the rise in prices for utilities, consumer goods, and gasoline discourages 2 out of 3 Italians (67%). Among those who plan not to take a vacation (41%), half do so for economic reasons (+11% compared to 2023, when health reasons were predominant).
For those who are traveling, the average expected expenditure rises by almost €300 (from €1,420 in 2023 to €1,700 for summer 2024) and by more than €500 among travelers who prefer outdoor accommodations (from €1,462 to €2,062). The main expense is accommodation (38% in general and 35% for outdoor vacations). Possibly as a cost-saving measure, last-minute bookings are increasing: 1 in 4 Italians tries to seize the best offer or save as much as possible.
Commenting on the Observatory’s data, Ivana Jelinic, CEO of ENIT, highlighted the growth of the outdoor sector in Italy, a sustainable type of vacation increasingly appreciated by Italians. “The work done in Italy to enhance the entire hotel and non-hotel tourism chain is increasingly appreciated by the domestic demand, which has chosen outdoor vacations in nature as a detox from everyday life. The strength of our Italian tourism offer lies in its ability to respond to tourists’ needs with multi-product offers and personalized experiences, making us competitive,” said Jelinic.
Photo by Human Company
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