The first confirmations for a growing 2023 season in the open-air tourism sector in Italy are emerging. This is a vacation mode that is becoming increasingly popular and ranks second, behind hotels, in visitor preferences. To date, while waiting to see how September, which promises to further improve the season’s results, will perform, the data collected by FAITA-FederCamping through its regional associations indicate a 3% increase in arrivals and stays compared to the 2022 season, which means an additional 315,000 guests with an increase of about 1,950,000 stays, with a distribution between foreigners (55%) and Italians (45%) that aligns with last year’s percentages.
These numbers bring the total arrivals (national and foreign) to 10,850,000 with 66,950,000 stays (in 2022, a record year for the sector, there were 10.5 million arrivals and 65 million stays). The average length of stay for guests is slightly down from 2022, at just over 6 days per guest, while the overall turnover of the sector rises to just under €6 billion.
Good for the North, Sardinia suffers
However, the growth is not uniform across the entire national territory: the Northeast and Northwest have seen an average increase of 4% (arrivals and stays), and the regions of the Center remain stable, while declining data has been recorded in the South and the islands, particularly affected by unfavorable weather in June and July.
Analyzing the data collected by FAITA-FederCamping in detail, we see that Piedmont and Lazio can celebrate a fully positive season, both with a +4% increase in arrivals and stays. Emilia-Romagna is also smiling with an increase in arrivals (+1%) and stays (+3%). Slight growth (+1%) is also seen in Trentino, Tuscany, and Apulia, while Lombardy, Valle d’Aosta, Marche, Abruzzo, and Sicily remain stationary compared to 2022, with Liguria registering a slight decrease compared to last year (still at pre-pandemic levels).
Sardinia faced the most difficulties. The increase in transportation costs, especially for ferries, had the most significant impact on this year’s tourist season, and summer 2023 seems destined to end on a negative note. FAITA’s data speaks of a significant loss in both arrivals (-10%) and stays (-8%).
The rising of itinerant tourism
Two other interesting pieces of data emerge from FAITA-FederCamping’s analysis. The first one is the high rate of loyalty among new guests, especially Italians. These are travelers who first approached the world of outdoor vacations in the immediate post-Covid period when many travel and accommodation restrictions were still in place. The positive experience convinced them to return to campsites, rewarding especially the facilities that offer high-quality standards and the best services.
The other data concerns the growth in demand for itinerant tourism, which records a significant +10% compared to 2022 among motorhomes and trailers. Vacation with recreational vehicles is a trend that has characterized the last three years throughout Europe, including Italy, and is driving campsites to better equip themselves to meet the demand for services for camper travelers.
“Our guests,” commented Alberto Granzotto, President of FAITA-FederCamping, “are choosing outdoor vacations in increasing numbers but also with higher expectations for services. For this reason, the sector in general, and the most enlightened companies in particular, have long been committed to improving the levels of sustainability, accessibility, and product quality in a process that the Federation supports and that is beginning to produce tangible results.”
In this regard, FAITA reminds that it is present with its own information stands at the Salone del Camper, which will remain open until September 17th at the Fiera di Parma.
