The survey was presented at the Italian Beach&Love event at the end of July, but pending the results of August and looking at the prospects for September, its numbers are still current and worthy of reflection. Curated by Ipsos and carried out by interviewing a sample of about a thousand people at the end of June, the Future4Tourism research analyzes the impact that the Covid-19 pandemic is having on the 2020 season, highlighting how the glass can be seen as half empty, but also half full.
If 90 percent of respondents state that the pandemic has somehow influenced their vacation choices (33 percent a lot, 40 percent enough, 17 percent little), it is important that promotional activities are oriented towards positivity: 68 per cent would like to hear messages regarding consumer safety, while 62 per cent would like to hear of a return to normalcy. In general, expectations are those of advertising that can make you feel positive, enjoyable and confident.
The survey then found that despite the decline compared to previous years, 61% of the sample confirmed their willingness to take a vacation during the year. This figure compares with 72% last year, 74% in 2018 and 68% in 2017. It should be noted that this trend has changed over the months: at the beginning of April only 41 percent were thinking about holidays, but already at the end in May the percentage had risen to 51%.
The Ipsos survey also confirmed the intention to remain within the Italian borders, noting that 83 percent of respondents were oriented in this direction. For many it was, or will be, a “hit and run”, as most of the interviewees said they think of short holidays, up to three nights. The desire for the sea is growing (from 56 percent in 2019 to 59 percent this year), for the mountains (from 11 to 15%), for the hills/lake/countryside (from 5 to 8%), while it collapses demand for cultural visits (from 26 to 17%) and that for cruises is halved (from 2 to 1%).
It is interesting to note that camping is growing more than any other category of accommodation facility, rising from 2% of requests in 2019 to 7% in 2020. Hotels/B&B/Agritourisms (from 47 to 38%) and tourist villages (from 8 to 7%) are decreasing, while houses and apartments for rent rose (from 37 to 42 percent). Finally, an element to take into account is that most of the information on tourist destinations is collected from the Internet (official and non-official websites, blogs, forums, for a total of 73%) and on social networks (12%). In short, an online presence is essential these days.
FAITA: a snapshot of the Italian world of open-air tourism taken by 4 university centers