In this period of uncertainty for international tourism, open air remains a guarantee. This is confirmed by theHuman Company and ThrendsObservatory, now in its sixth edition, expanding the analysis to include major European markets.
In 2025, European outdoor tourism reached 413.2 million presences (+14.2%). In first place was France, with 154 million, second wasItaly, with 54.1 million, and third was Spain, with 50 million presences.
The Italian open air
Italy has been confirmed as Europe’s second largest market for open-air tourism in 2025. As reported by the analysis, the direct contribution of outdoor tourism to the national economy is estimated at 5.12 billion euros in 2026, with an average daily per capita expenditure of about 75 euros. Also considering induced and indirect spending, the total value of the sector can reach between 9.12 and 13.3 billion euros. Numbers that confirm the strategic role of open air in the Italian tourism system.
From the analysis carried out by Human Company and Thrends, the numbers speak for themselves: 37.8 million foreign overnight stays are expected, representing an increase of +13.9 percent compared to 2019, data that confirm a structural trend capable of strengthening Italy’s positioning as an international destination.
More stable, however, is the domestic market with 30.6 million presences, still below pre-Covid levels(-9.2 percent). In terms of numbers, the most popular destinations are the Northeast with 31.5 million presences (46 percent), followed by the Center(16.7 million), South and Islands(10.6 million) and Northwest(9.5 million).
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