Summer 2023 represented an exceptional period for Italian tourism, with 37.5 million Italians choosing to enjoy a summer break, spending a total of 25 billion euros. This impressive figure, which denotes an increase of 4% compared to the previous year, emerged from the first Coldiretti/Ixe’ balance sheet on the occasion of the World Tourism Day promoted by the UNWTO on 27 September, with a particular focus on green investments.
Changes in travel periods: Data analysis reveals interesting changes in Italians’ travel periods. A decline in domestic tourists was seen in the months of June and August, while July and September saw a notable increase in visitors. This trend was favored by the mild climate and lower costs in these seasons.
Shorter and longer holidays: Another relevant aspect is the variation in the duration of holidays. While 50% of Italians opted for a holiday of less than a week, 25% chose to spend between 1 and 2 weeks at the seaside or in other destinations. Surprisingly, a lucky 4% extended their vacation for over a month. These numbers demonstrate the flexibility of Italians in planning their summer holidays. In addition to the sea, alternative choices were particularly appreciated, such as visiting parks, countryside, mountains and small villages, with as many as 72% of Italians on holiday declaring that they explore these destinations, sometimes with simple day trips.
Rediscovery of Italian Wonders: The 2023 holidays showed a clear preference for domestic destinations. This was driven by proximity to places of residence, the desire to rediscover the beauties of Italy and the desire to return to places already known and appreciated in the past. This preference is based on trust in the environment, services and people. However, 28% of Italians, more than 1 in 4 of those who travel, have chosen to spend a holiday abroad, often attracted by the most convenient offers.
Diversity in accommodation options: As regards accommodation options, the majority of traveling Italians preferred to stay in homes owned by relatives or friends, or in rented apartments. The hotel industry is on the upswing, surpassing bed and breakfasts in popularity. However, the 25,000 agritourisms present in Italy also stand out among the preferences of Italians. This sector has been driven by the growing search for more sustainable tourism, which has led the facilities to expand their offer with innovative services for sportsmen, nostalgics, the curious and environmentalists, as well as offering cultural activities such as visits to archaeological or nature trails and wellness .
Italy, leader of green tourism: According to the Coldiretti/Ixe’ analysis, Italy has proven to be a travel destination in step with the times, with a strong focus on sustainability. In 2023, Italian tourism was characterized by a preference for national destinations and an openness towards tourism abroad. Italians have demonstrated flexibility in holiday lengths and an increasing focus on sustainable accommodation options. This trend is supported by the almost 14 million presences estimated in 2023, between Italian and foreign guests, throughout the national territory, consolidating Italy as a leader in green tourism, according to Terranostra’s forecasts.
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