ENIT, Italy aims for leadership in Shopping Tourism
ENIT, ITALY AIMS FOR LEADERSHIP IN SHOPPING TOURISM
SHOPPING VENUES IN OUR COUNTRY ARE ON THE RISE, THE AVERAGE EXPENDITURE OF TOURISTS ON HOLIDAY IS INCREASING AND PROJECTS SPECIFIC TO THEM ARE GROWING
CLOSE TO 100 OUTLET VILLAGES AND DEPARTMENT STORES IN ITALY IN 2025
91% OF AMERICANS TRAVELLING TO ITALY WANT TO SHOP FOR TYPICAL PRODUCTS
THE NEXT EDITION OF THE FORUM WILL BE HELD IN MILAN ON FRIDAY 23 FEBRUARY 2024
There is no stopping the growth of shopping tourism in Italy. According to the latest data from Risposte Turismo - a research and consultancy company serving the general tourism industry - in 2025 the number of outlet villages and department stores open in our country will be close to 100 (28 outlet villages and 71 department stores), making Italy an ever-growing hub in the geography of destinations chosen by tourists, foreign and otherwise, eager to dedicate a holiday to shopping.
24 outlet villages opened in Italy since 2003
Specifically, the analysis carried out by Risposte Turismo shows that since 2003, more than 24 new outlet villages have commenced operations (on average, more than one opening per year), making a total commercial surface area as of this year of approximately 725,000 square metres. Work is scheduled to start on the restyling of a centre in Rome in 2024 and a brand new centre will open in Sardinia in 2025.
Via Montenapoleone, second shopping street in the world in terms of retail value per square metre
When it comes to main shopping streets, however, this year, Via Montenapoleone (Milan) has been ranked second place worldwide in terms of retail value per square metre (EUR 18,000, +31% over 2019, source: Main streets across the World, Cushman&Wakefield, 2023).
In 2023, 2.1 million tourists chose Italy for a shopping holiday
As for the 2023 flows of shopping tourists in Italy, according to Risposte Turismo, 2.1 million tourists chose our country for a shopping holiday this year (+7% compared to 2019).
"The data on the combination of tourism and shopping that we collect during our constant research and analysis of sources point to positive indicators in terms of both supply and demand. This year, we have noticed a particular dynamic activity in the sector with an increase in the number of events, new projects and special initiatives launched, especially pop-up shopping venues, the increasingly recurring hybridisation of shopping and catering, and the development of collaborations aimed at capturing the inclination of the tourist to spend money. This risks opening up a gap between those already in business who are ready to invest and those who are merely exploiting the advantage deriving from their location. Shopping Tourism - the Italian forum has always presented itself as a moment of comparison, analysis and debate on the sector. It is an opportunity from which all sector operators can draw useful insights for growth in this sector,' said Francesco di Cesare - President of Risposte Turismo.
"Shopping-related tourism enables us to amplify the full value of Made in Italy. Harmonising the tourist offering with products that are representations of Italy's image is a strategic use of Italian exclusivity and of all the creative, productive, artistic expressions of our peninsula. We have a duty to promote this image on the international scene as effectively as possible, also by offering packages that include the wonders of the Italian lifestyle that translate into actual products,' said Ivana Jelinic, President and CEO of ENIT. “The expansion of shopping-related tourism is a strategic key to Italy's economic development,” she continued. “Introducing policies that facilitate access to international shopping circuits, as well as improving the travel infrastructure and collaborating with global brands can increase the appeal of Italy. The implementation of targeted marketing programmes, tax incentives and partnerships with industry players are crucial to stimulate the flow of shopping-related tourism and to also ensure a positive impact on the local contexts”. In addition, the introduction of the Tax-Free Shopping service promotes a further increase in incoming flows from all those countries that invest in the purchase of Made in Italy products by spending large amounts in our country.”
The 2023 focus on US tourists
As far as the US market - on which Risposte Turismo focused this year - is concerned, the analysis conducted shows that Rome, Milan, Naples, Venice and Florence - in that order - are still the cities that this segment of demand associates with shopping, considering them to be the ideal destinations for this very purpose. With regard to other smaller centres, the survey showed that Bologna and Genoa scored higher than other locations such as Taormina, Cortina and Capri.
Overall (shopping tourists and non), the survey shows that 91% of Americans travelling to Italy intend to buy Italian products: above all food products (which account for 53% of the type of product Americans would 'absolutely' buy) followed by fashion items.
Remaining with this US focus, in response to the question about what drives US tourists to travel, 34% of the sample claimed to have travelled on several occasions with the intention of going shopping, a percentage that rises to 47% when considering all those who have done so at least once. Lastly, the survey shows that the average daily expenditure of US tourists on shopping is EUR 110. Interestingly, even among those Americans who have never travelled for shopping, 16% stated that it is still a big or sizeable part of the additional activities they partake in when travelling.
The reference forum for shopping tourism in Italy
Shopping Tourism - the Italian Forum 2023, conceived and organised by Risposte Turismo in partnership with ENIT (partner also for the next two editions of the event) and in collaboration with Sistema Confcommercio, has once again confirmed itself as the key appointment for all operators interested in the phenomenon, hosting contributions and data from some of the main players in the sector.
"The January-November 2023 Tax Free spending figures tangibly highlight Italy's appeal as a destination for luxury shopping tourism," said Denise Bolandrina, Marketing Sales Director Italy at Global Blue. "In this segment," she continued, "the recovery of tax-free spending reached 124% compared to 2019, driven by the significant increase in the average spend (+21%). The new mix of nationalities led this recovery, thanks mainly to tourists from the United States and the Gulf countries, who account for 26% and 11% of the total luxury tax-free shopping figures. Tax-free spending by Americans and Arabs has more than doubled compared to 2019, with a recovery of 263% and 224% respectively. Their average spends also increased: 2,900 euro (+38%) for Americans and 4,200 euro (+26%) for Arabs. Finally, younger international Generation Z travellers are growing in number: in this group we find 22% of Arab shoppers and 15% of American shoppers. The anticipation is for the definitive return of the Chinese shopper, already enjoying a moderate recovery: today their tax-free spending on luxury products has improved by 44%”.
Francesca Cicatelli
ENIT Press Office
Phone: +39 06 4971 480