The Italian tourist season shows a slight decline compared to the expectations at the start of summer 2024. According to estimates by the Centro Studi Turistici for Assoturismo Confesercenti, overnight stays between June and August decreased by 0.7%, translating to a drop of 1.4 million stays compared to last year. Things are better, however, in the outdoor sector, where an increase in attendance is estimated. Industry operators are now hoping for a strong performance in September, which could lead to a recovery in tourism, thanks to more favorable weather conditions—with cooler temperatures—and the allure of “low season” rates, which are more affordable and attractive to tourists.
Projections for September indicate the arrival of 15 million tourists in accommodation facilities, totaling 50.2 million overnight stays, a 0.6% increase compared to September 2023. The best results are expected in cities of art (+2.4%), rural and hillside areas (+2.1%), and lake destinations (+0.9%), while stays in seaside, mountain, and spa destinations are expected to remain stable.
Domestic demand declines, but international tourism grows
Compared to last year, there has been a 2.9% decrease in overnight stays by Italian tourists (from 108.6 million in 2023 to 105.4 million in 2024). This significant drop was not fully compensated by the increase in international tourism (+1.6%). The absence of Italian tourists was particularly noticeable in seaside (-4.1%), spa (-5.3%), and lake (-3.7%) destinations, affecting all regions of the country, from North to South, with the sole exception of the Northwest, which saw slight growth (+0.4%) thanks to the increase in foreign tourists (+2.2%). Other regions experienced declines despite the rise in foreign visitors: the Northeast recorded a -1% (with a -2.9% in Italians and a +0.5% in foreigners), the Center -0.8% (-3.5% in Italians and +1.9% in foreigners), and the South and Islands -0.6% (-2.8% in Italians and +4.1% in foreigners).
The increase in prices has certainly contributed to the contraction in domestic demand, pushing Italians to reduce both their vacation spending and the average length of stays, which dropped from 4 nights in 2023 to 3.9 nights in 2024. Italian tourists, in short, have had to manage a reduced budget, seeking savings wherever possible: opting for lower-cost accommodations, fewer additional services, and less spending on restaurants.
Outdoor vacations hold strong
In this context, outdoor vacations are faring better. Despite a slight increase in prices (the cost of camping accommodations rose by 11%), they remain more affordable than other lodging options. Camping holidays, therefore, continue to maintain a positive trend following last year’s boom. The 4th edition of the Outdoor Tourism Observatory, conducted by Human Company, estimated 56.5 million overnight stays for June, July, August, and September (compared to 56.3 million during the same period in 2023), representing a 3% increase compared to the pre-pandemic period (55.9 million overnight stays were recorded in 2019).
Photo by Jakov Jovanoski
New Glamping Resort of the Vacanze col Cuore group opened on Lake Trasimeno