According to the Outdoor Tourism Observatory by Human Company, conducted in collaboration with the Piepoli Institute, around 34 million Italians (67%) took a vacation during the summer of 2024, with an average stay of 8 days. Outdoor vacations, accounting for over one in five trips, performed well, reaffirming their appeal for those seeking freedom and a connection with nature. Looking ahead to autumn and winter, the outlook is promising: the study reveals that around 18 million Italians are ready to travel, with 1 in 2 (52%) choosing outdoor holidays.
Outdoor, travelers willing to pay more
Outdoor tourism is increasingly becoming a quality choice and a lifestyle, with travelers willing to pay more for an experience in close contact with nature. The average spending recorded for the summer season was €2,441, an increase of €520 compared to last year, and significantly higher than other types of accommodations, where the average spending was €1,690.
In general, when asked whether the current economic context influenced their travel decisions, 61% of respondents said yes. However, concerns about rising prices for goods and services did not discourage outdoor travelers, who, in light of the quality of services offered by outdoor accommodations, were motivated to spend more.
Commenting on these results, Domenico Montano, General Director of Human Company, and Livio Gigliuto, President of the Piepoli Institute, agree that outdoor tourism attracts a “high-spending” and increasingly demanding audience, willing to spend more to enjoy quality experiences, excursions, and activities.
Growing interest in off-season vacations
When choosing a destination and travel period, outdoor travelers tend to favor Italian locations, preferring the sea (53% of preferences), although interest in the mountains is growing (21%), with a focus on August (49%). However, there is also an increase in travel during June (26%) and September (14%). This is a particularly interesting trend because it places outdoor tourism among the types of hospitality that can best respond to the need for seasonality extension and combating overtourism.
In general, tourists who choose the “off-season” do so mainly to find less crowded places (28%), but also for more affordable prices (26%) or personal preferences (21%). For outdoor travelers, the main reasons for choosing the off-season are the desire for milder weather (25%), fewer crowds (23%), lower prices (19%), and available vacation time (19%).
Autumn-winter vacations: art cities are the preferred destination
For the autumn-winter season, 7 out of 10 Italians will choose to vacation in Italy; in outdoor tourism, 68% of travelers will stay in Italy, 20% will opt for a trip abroad, and 12% will alternate between Italy and abroad. According to the study, over 1 in 3 travelers (44%) will travel during the Christmas period, with stays of 4 nights. This is followed by All Saints’ Day (34%), with 2-day trips. The results are similar for outdoor vacations, with 47% preferring Christmas (with a 3-day stay), 45% opting for All Saints’ Day, and 41% for the Feast of the Immaculate Conception, both with 2-day trips.
As for destinations, there is a strong preference for art cities, both in general (46%) and for outdoor vacations (30%), followed by the mountains (27% and 22%). In general, in third place are wellness, fitness, or spa vacations, and beach holidays (both 13%). For those opting for outdoor vacations, wellness tourism is tied with food and wine tourism(both 16%).
The forecasted spending for outdoor vacations is €2,300, significantly higher than the expected spending for other types of stays, which will be around €1,300.
Photo by Human Company: hu Norcenni Girasole Village
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