Italy, the destination for fun and active travel: the Dutch keep warm in Italy
PRESS RELEASE
ITALY, THE DESTINATION FOR FUN AND ACTIVE TRAVEL: THE DUTCH KEEP WARM IN ITALY
VENUS ON A BIKE AT THE COLOSSEUM AND ITALIAN LANTERNS SHINE AT THE VAKANTIEBEURS, THE LEADING INTERNATIONAL LEISURE AND OUTDOOR TRADE FAIR
ITALY: DUTCH TRAVELERS BELIEVE GOOD THINGS COME IN THREES
In the chilly Netherlands, at a frosty minus five degrees, the ENIT stand breathed welcome Italian warmth intoVakantiebeurs - Utrecht, the international event promoting leisure, active and outdoor tourism, until 15 January. The Italian National Tourist Board brought over 50 operators to the fair as well as partners such as ITA Airways, the City of Naples and five Regions - Umbria, Piedmont, Liguria, Marche and Trentino - to promote Italy in the Netherlands. Highlighting Italian beauty were the Venus on a Bicycle at the Colosseum and some maxi hanging lanterns. Leisure and outdoor tourism are growing in popularity worldwide, and it is crucial that we develop and promote it.
“Leisure tourism, focused on personal well-being, can increase visitor satisfaction and appreciation, making holidays truly unforgettable. This can lead to an increase in the number of tourists returning to a destination, thus contributing to its long-term popularity and prosperity. Outdoor tourism also enables visitors to develop new skills such as sailing, wilderness survival and orienteering. Promoting outdoor tourism can help preserve the natural environment by making visitors aware of the importance of nature conservation and encouraging eco-friendly behaviour. What is more, outdoor tourism can bring economic benefits to local communities by generating income and creating employment. Developing and promoting leisure and outdoor tourism is crucial to the well-being of visitors, preservation of the environment, enhancement of cultural heritage and economic growth of local communities. Governments, tourism organisations, industry operators and local communities should therefore work together to support and promote this type of tourism, in order to ensure a sustainable future for our planet and future generations”, says Ivana Jelinic, Chair and CEO of ENIT.
According to the ENIT Research Department, based on ENIT/Euromedia Research data (1,013 interviews with Dutch people), tourism is the main reason for coming to Italy (90.6%). Their main wish is to go on a cultural holiday (33.0%) or visit the lakes (17.2%), the sea (15.2%) or the mountains (11.2%), heading for destinations such as Rome, Tuscany, Milan, Florence, Venice, Lake Garda and Sicily. 55.3% of Dutch people have already been to Italy three or more times (39.6%: more than three times; 15.7%: three times) while 21.6% have been twice and 22.6% once. The reasons for visiting our beautiful country include its landscape and nature (53.6%), palaces, monuments and museums (48.2%) and authentic Italian food and wine (37.8%). In 2023, there were 155,400 air passengers flying from the Netherlands to Italy, an increase of around +20% on 2022, with a booking window of 40 days.
The highest concentration of arrivals is in June and October when it approaches 11%. The average length of stay is four nights, extending to a week in 13% of cases. The main travel routes were the Amsterdam airports to Rome FCO (31.7%), Milan LIN (24.5%) and Venice (7.5%). In December, there are currently 8,800 arrivals (5.7% of the total), up by +14.3% on 2022, with a 23.2% increase during the week before Christmas. Source: ENIT Research Department based on data from Data Appeal relating to GDS only. In 2022, there were over 23 million outbound trips from the Netherlands, almost double the 2021 figure (+99.6%) and about 3.0% more than 2019. In 93.0% of cases, these were trips abroad for personal reasons (compared to 7.0% for work), of which 84.7% were for holidays. Source: ENIT Research Department based on Eurostat data. Overnight stays by Dutch people in Italian accommodation establishments, numbering 10,806,700, increased by +42.5% in 2022 on 2021 and by +4.7% compared to 2019. Around 70.0% of check-ins were recorded in non-hotel accommodation. Source: ENIT Research Department based on ISTAT data. In 2022, tourist expenditure on foreign travel by Dutch people also saw a significant annual increase of about USD 18.7 billion, 77.1% more than 2021 (-8.5% on 2019). Source: ENIT Research Department based on UNWTO data. Overall, Dutch people travelling to Italy in 2022 spent around 2.2 billion euros (+76.5% on 2021), of which 76.6% was for holidays (+87.5% on 2021) and 8.2% to visit relatives and family. Once again, seaside and lake resorts, art cities and mountain locations were among the most popular Italian destinations. Source: ENIT Research Department based on Bank of Italy data.
Francesca Cicatelli
ENIT Press Office
Phone: +39 06 4971 480