Outdoor tourism in Italy is experiencing a significant increase. According to the Outdoor Tourism Observatory, promoted by Human Company in collaboration with THRENDS, a record-breaking summer season is expected, with a forecast of 56.6 million visitors in the months of June, July, August and September. This figure shows an increase of 2% compared to 2022 (55.5 million) and 1% compared to 2019 (55.9 million). The current season not only marks the consolidation of the recovery of tourist flows compared to the summer of 2022, but will also be one of the best in the last 10 years, second only to 2017 (57.9 million).
Gianluca Caramanna, adviser to the Minister of Tourism Daniela Santanchè, underlined the growing interest in outdoor tourism and the importance of promoting lesser-known Italian destinations. He also highlighted the government’s commitment to developing a 2023-2027 Strategic Plan to promote the Italian tourist identity, with a focus on sustainability and innovation. According to the Outdoor Tourism Observatory, the foreign market is the most promising, representing 51% of the total and demonstrating the willingness of foreigners to travel to the Mediterranean and above all to Italy.
The Faita-Federcamping president, Alberto Granzotto, also spoke at the presentation of the data from the Outdoor Tourism Observatory, which took place in Rome on 9 May. The Federcamping president highlighted how the open-air sector represents the second type of tourism in Italy after hotels, with 2,600 companies offering over 1.3 million beds per day. This sector is experiencing rapid expansion, with a complete recovery of the market shares lost during the pandemic and even with increases compared to 2019. It is important to understand and value its specific offer, which is based on comfort, sustainability, contact with nature and the connection with the territories.
Therefore, outdoor tourism in Italy is experiencing a period of significant growth, attracting strong demand from both foreign and Italian tourists. The open air sector offers opportunities for economic development and promotion for less known destinations and also requires an important political and administrative commitment to support and improve the quality of the services offered.
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