ENIT, Italy Speaks Portuguese and Invests in Luxury Tourism in South America for the First Time
PRESS RELEASE
ENIT, ITALY SPEAKS PORTUGUESE AND INVESTS IN LUXURY TOURISM IN SOUTH AMERICA FOR THE FIRST TIME
THE NEW PROPOSALS OF AN ATTRACTIVE ITALY AT ILTM
OVER 400,000 AIR PASSENGERS IN ITALY FROM SOUTH AMERICA
AT LEAST 900 MILLION SPENT IN ITALY BY TRAVELLERS FROM BRAZIL, MEXICO AND ARGENTINA
Italy invests in South American luxury tourism. ENIT is at Iltm in South America for the first time, with as many as 12 leading travel companies to develop new tourism trends not only related to roots tourism but also to the high-spending circuit. In 2023, the number of Latin Americans travelling to Italy was up +58.4% on the previous year. The number of overnight stays and tourist expenditure also increased, by +44.8% and +83.0% respectively.
Travellers from Brazil (36.1%), Mexico (20.8%) and Argentina (19.3%) contributed most to the increase in revenue, together accounting for 76.0% of the total. Revenues from holiday travel to Italy from these 3 markets amounted to EUR 900 million, an increase of about +80% compared to 2022 and which accounted for 64.2% of the total. The choice of accommodation for holidays fell mainly on hotels and holiday villages. In these accommodations, the share of expenditure rose from 74.8% in 2022 to 76.4% in 2023, while the share of overnight stays rose to 64.3% in 2023 from 52.0% in the previous year. (Source: ENIT Research Department based on Banca d’Italia data). In 2023, some 404,000 airport passengers arrived in Italy from the main Latin American countries, an increase of +52.4% vs. 2022. The highest concentration of arrivals occurred in late spring between May (11.0% of total arrivals), June (10.5%), July (11.3%) and September (12.1%). 82.5% of the bookings were for return flights. People mainly travelled in pairs (37% of bookings) and in Economy class (85.0%).
In detail, the airport arrivals included 202,000 people from Brazil (+52.0% vs. 2022), 120,000 from Argentina (+56.7%) and 64,000 from Mexico (+46.7%). Brazilians booked 90 days before departure, usually in March, to visit Italy between June and September. The average stay in Italy was 17/18 nights. Argentinians took off almost 100 days after booking their flight to Italy. They stayed for almost a month, preferably in September. The booking window for flights from Mexico to Italy was on average 70 days, for a 16-night stay to be enjoyed mainly in July. In the first 4 months of 2024, there were 102,000 confirmed passengers from the 3 Latin American countries, an increase of +1.5% compared to the same period in 2023. The booking window was 85 days for a 20-night stay in Italy. 56.0% of the bookings were made by Brazilians. (Source: ENIT Research Department based on Data Appeal data, bookings via GDS).
"Italy confirms its leadership in the luxury sector through its active participation in specialised international trade fairs, where it can boast the undisputed excellence of Made in Italy. The Italian presence at Iltm Latin America represents a strategic opportunity to consolidate our global positioning, attract investment and prestigious partnerships, and promote Italian-made products as a symbol of elegance and refinement. ENIT is strengthening the sector by now also focusing on markets that were considered for other segments and targets. In an increasingly competitive global economic environment, it is crucial to seize the opportunities offered by the South American luxury tourism market. Only companies that are able to anticipate trends and meet the needs of the most demanding tourists will be able to guarantee lasting success and consolidate their position in the sector,' commented Alessandra Priante, President of ENIT.
"The South American region boasts a growing middle class, which is increasing the demand for luxury products and services. In addition, tourists from countries like Brazil and Argentina are increasingly interested in exclusive, high-quality experiences in Italy. Luxury tourism offers unique opportunities to differentiate oneself from the competition and take up position as a market leader. Through targeted investments in the creation of luxury infrastructure, partnerships with prestigious brands and strategic marketing campaigns, companies can capture an important slice of the South American market,' says Ivana Jelinic, CEO of ENIT.