Tourism 2024: nine out of ten Italians are already making plans for next season
PRESS RELEASE
TOURISM 2024: NINE OUT OF TEN ITALIANS ARE ALREADY MAKING PLANS FOR NEXT SEASON
INDEPENDENT TRAVEL IS ON THE RISE: OUTDOOR TOURISTS SPEND MORE THAN HOTEL TOURISTS
CAMPING IS GROWING IN POPULARITY: COMPARED TO 2022, NOW ONE IN FOUR ITALIANS LIKE THE IDEA: IN THE LAST TWO YEARS MORE THAN ONE IN TWO ITALIANS HAVE OPTED FOR HIKING WEEKENDS
UNEXPECTED OUTDOOR BOOM IN THE 35 TO 54 AGE BRACKET
All is set for summer 2024, at least when it comes to the Italians’ intentions: nine out of ten are planning their next season, and many will choose open-air holidays. Independent travel involving the great outdoors is becoming increasingly attractive to the 35 to 54 age bracket, so much so that expenditure is growing even in comparison to those staying in hotels, winning the hearts of almost everyone. Indeed, camping has grown in popularity in the last two years, and one in two Italians now opts for hiking weekends. This was revealed in a study by ENIT (the Italian National Tourist Board) in collaboration withthe Human Company and the Istituto Piepoli market research and opinion institute. Four in ten Italians are planning a holiday in the autumn or the coming winter, 28% of these during the Christmas period and 21% at New Year. The majority will remain in Italy (65%), while others opt for abroad (20%) or a combination of both (12%). Interest in autumn and winter trips is even greater when it comes to outdoor holidays, with almost six in ten Italians planning this kind of break. The most popular period is Christmas (34%), followed by All Saints' Day/All Souls’ Day (1-2 November) and New Year, both chosen by 28% of respondents. Here, too, Italy is the leading destination (65%), while the other options of abroad (18%) and Italy and abroad (17%) are more evenly matched.
Summer 2023, on the other hand, recorded significant figures in terms of expenditure and visitor numbers, with a marked upturn in tourism: more than 34 million Italians took a holiday during the summer months2, up by 10% on 2022. The average stay lasted eight days.
With regard to accommodation, more than one in five (22%) chose outdoor structures - an increase on last year - and stays lasted more than eight days. For 38% of respondents, the main reason for choosing an open-air break was the opportunity to enjoy an independent holiday while, for 22% of people, it was the chance to connect with nature.
Camping, in particular, is popular with one in four Italians, a preference that has further improved for 9% of respondents compared to 2022, who now see this type of holiday as their ideal choice.
In terms of expenditure, the trend was towards greater investment in outdoor tourism: while the average holidaymaker spent 1,575 euros, outdoor holidaymakers spent 22% more, reaching 1,918 euros. For outdoor holidays, in particular, the prevailing spending range was between 1,001 and 2,000 euros (chosen by 35% of respondents) while, for other forms of accommodation, the majority of holidaymakers (39%) spent less than 1,000 euros.
The study confirmed July and August as the main Italian holiday months, chosen respectively by 38% and 49% of respondents as their holiday period. Among those choosing an outdoor holiday, however, the month of July interestingly overtook August, emerging - in contrast to last year’s figures - as the favourite, chosen by 45% of holidaymakers compared to 42% who opted for August.
Of the destinations chosen by Italians for their holidays, the favourite is still the seaside, both overall (63%) and for outdoor holidays (60%). Competing for second place are cultural holidays, chosen by 19% of respondents, and mountains, following on closely at 17%. In addition to the seaside, those who went on outdoor holidays focused mainly on mountain resorts (15%) and rural holidays (15%). On the podium for favourite regions, first place was claimed by Apulia, chosen by 13% of holidaymakers, followed by Sicily, favoured by 11%, and, close behind, Tuscany and Emilia-Romagna, selected by 10% of respondents. Outdoor holidaymakers in Italy (75%) favour Tuscany, chosen by 17% of respondents, followed by Sicily (16%) and Apulia (13%).
“Annual monitoring of the tourist industry, particularly with regard to outdoor tourism, provides a detailed picture of emerging trends, enabling operators to proactively adapt to the changing needs of travellers. In Italy, where the diversity of landscapes offers unique opportunities, monitoring the growth in popularity of different types of holidays is essential to optimising resources and developing targeted promotional strategies. Promoting outdoor experiences not only enriches the tourist offering but also contributes to sustainable development of the industry, incentivising environmental conservation and active participation by local communities,” comments Ivana Jelinic, Chair and CEO of ENIT.
Domenico Montano, General Manager of the Human Company, said of the collaboration: "As demonstrated by the study data and important results recorded this year by our Group in terms of both revenues and visitor numbers, Italian tourism has experienced a great recovery this year and has also seen a further increase in the number of people choosing open-air holidays, telling us that this type of tourism has become a decisive and mindful choice by Italians and no longer the result of necessity. In addition, spending on this type of holiday is almost 22% higher than on other forms of accommodation, proof that outdoor tourism is a 'new luxury' increasingly popular in our country too, enabling people to spend their time in natural settings and in absolute freedom”.
"Summer holidays are non-negotiable: despite economic uncertainties, the 'holiday movement' is enjoying significant growth compared to 2022. With the pandemic behind us, two trends are clear: summer spent in Italy is favourite among Italians (and not for financial reasons), and outdoor tourism is now firmly established as the ideal holiday for about one fifth of Italians. Outdoor holidays are also the ones on which Italians say they spend most,” says Livio Gigliuto, Chairman of Istituto Piepoli.
Contacts
ENIT Press Office
Francesca Cicatelli: francesca.cicatelli@enit.it - +39 392 9225216
Human Company Press Office
Eleonora Bresesti: eleonorab@bpress.it - +39 335 7841698
Sara Caringella: sarac@bpress.it - +39 348 8004942
Chiara Paolucci: chiarap@bpress.it - +39 349 5555188
Carolina Ratti: carolinar@bpress.it - +39 342 9508257