ENIT-Unioncamere survey: Italy, an exclusive luxury destination as confirmed by 20% of foreign visitors
PRESS RELEASE
ENIT-UNIONCAMERE SURVEY: ITALY, AN EXCLUSIVE LUXURY DESTINATION AS CONFIRMED BY 20% OF FOREIGN VISITORS
Foreign customer base in growth for one in three businesses. October already booked for more than half. The web influences holiday choices for 48% of tourists.
Italy as an exclusive destination: this is one of outcomes of the ENIT study conducted by Unioncamere with technical support from ISNART. More than 20% of foreign tourists choose Italian destinations, specifically attracted by the lifestyle of this country which holds an ‘allure of exclusivity’ for them.
The survey on Italian accommodation facilities, conducted by the Italian institute for tourism research (ISNART) on behalf of ENIT and Unioncamere in mid-September 2023, confirms the end-of-July forecasts with a growth in sales compared to 2019, the last pre-pandemic year. At the end of the summer, operators reported an average room occupancy rate of 75.3% for July and of 85% in August, roughly one room more for every 10 compared to 2019.
The highest average room occupancy rate was recorded in establishments in seaside resorts (89.4%), but the figures were also more than positive in art cities (83.3%) and mountain establishments (82.7%). The initial data for September showed 60.2% occupancy/booking by as early as mid-month, thanks to the ongoing warm weather, offering a final chance for summer sunbathing and swimming, as well as the traditional end-of-summer visits to art cities (62.8%).
The most significant sales in the non-hotel sector were in July (75.9%) and August (86.7%), driven by campsites (82.3% for July and 94.1% for August), facilities apparently continuing to focus on outdoor forms of tourism in closer contact with nature. In September, on the other hand, the hotel business fared better (61.9%) with medium-high category hotels recording the highest occupancy rate for the period (67.1% in 4-5 star hotels). While there was a slight downturn in local tourism, the trend appears to have been more than offset by the increase in foreign tourists compared to summer 2022, as reported by more than 30% of business owners, and particularly tourists from Germany, France, Belgium and the Netherlands.
As for the forecast for the autumn season, 44.8% of rooms on offer for stays in October were booked, a figure already exceeding sales in 2019. Bookings for November (42.8%) and December (28.7%) are already higher than for the same period of 2022, partly thanks to the favourable timing of public holidays.
In line with the pricing strategies adopted during the summer season, the rates applied for this autumn are higher than those of 2022 for 4 out of 10 facilities. This, together with the good sales results already achieved since the start of the year, leads 45% of businesses to expect a profit at the end of the year (a figure more than double that of September 2022, when this forecast was true for only 20% of operators).
“The trends emerging from the study provide further confirmation that Italy is intercepting the upturn in tourism, with an increase in demand from foreign tourists who see Italy - and rightly so - as the ideal destination for enjoying exclusive experiences dedicated to the Italian lifestyle which, like Italian craftsmanship, is a true benchmark of excellence and quality. The tourists in question predominantly have medium-high incomes and a significant propensity to spend, boosting the high-end tourism that is essential to Italy's economic well-being (as confirmed by the profitable projections for one in two tourist businesses), being a segment that generates significant revenue, creates jobs, raises the visibility and image of the national brand, stimulates other sectors of the economy and, in short, constitutes a driving force for all tourism, including low-cost”, comments Daniela Santanchè, Italy’s Minister of Tourism.
“Italy is blessed with rare natural beauty, from its breathtaking landscapes to its magnificent artistic heritage, an opportunity for tourism with ever-increasing potential thanks to its extraordinary combination of culture, cuisine, natural beauty and accessibility. It is my honour to congratulate our country on its efforts to maintain and enhance its status as a first-class tourist destination. With the right support and promotion, Italy will continue to attract more and more tourists,” says Ivana Jelinic, Chair and CEO of ENIT.
The survey on tourists holidaying in Italy, conducted by ISNART on behalf of the Unioncamere and Chambers of Commerce Tourism Observatory during the summer of 2023, reveals that high prices have influenced the spending patterns of many tourists this summer.
If we consider the average daily expenditure of tourists during summer 2023, 71 euros a day per capita are spent on accommodation (including accommodation facilities and the parallel short lease market), an increase of 15 euros for each day of holiday compared to summer 2022 (+27%).
This has led many tourists to seek savings in other areas, particularly meals out, entertainment and shopping as well as culture. It is not surprising, then, that the average expenditure on purchase of in-destination goods and services, amounting to 60 euros per person per day, appears to have dropped compared to both last summer (-13%) and 2019 (-5%). The highest spending bracket, on the other hand, mainly comprises foreign tourists whose average expenditure on accommodation increases to 184 euros per person per day (110 euros more than the average foreign tourist in Italy) and to 209 euros on local purchases of goods and services (almost triple the average expenditure). In particular, 68% of foreign holidaymakers spend money on fashion and clothing (compared an average of 30% for Italians) and on purchases of traditional local handicrafts (25% compared to an average of 19% for Italians).
“Luxury tourism is beginning to emerge as an expanding market segment for our country as well. The desire for 'exclusive experiences', comprising a blend of luxury travel, high-quality Italian craftsmanship in its various forms and a strong sensitivity to sustainability, is attracting increasing flows of high-spending customers, particularly international ones,” points out Loretta Credaro, Chair of ISNART.
Finally, when it comes to overall assessments of holidays in Italy, a strong appreciation is expressed by tourists both Italian (average score 8.2) and foreign (average score 8.4). Things visitors particularly enjoy are Italy’s local food and wine and the warm welcome they receive here. Tourists are increasingly sharing these positive opinions on the web by leaving online reviews, a habit for 39% of respondents in summer 2022 and rising to 47% among this year's respondents. The social networks most used by tourists posting reviews are Instagram (39.7%), Facebook (35.7%) and TripAdvisor (28.8%), followed by Google, Booking and Twitter.
It is no surprise, therefore, that the web and social media are now the first and most important channel for communicating the country's excellence, influencing 48% of tourists in their choice of destination.
Francesca Cicatelli
ENIT Press Office Manager
Phone: +39 06 4971 480
ISNART Press Office