The 2026 summer season for outdoor tourism appears to have ended on a generally positive note. According to preliminary estimates compiled by the Florence Center for Tourism Studies on behalf of Assocamping Confesercenti, Italian campgrounds and vacation villages may have recorded more than 53.5 million visitors between June and August.
International demand was the main driver of the sector. Visitor numbers from the main European markets reportedly remained in line with expectations, showing growth compared to the previous season. Positive signs are also coming from the domestic market: the Italian household segment, which had faced some uncertainties regarding spending power heading into the summer, reportedly largely met expected levels.
The national estimates are corroborated—albeit with significant differences across regions and facilities—by the data collected by the National Presidency of Assocamping Confesercenti. After a favorable spring in several destinations and a largely stable June, July saw a slowdown in many areas. August, on the other hand, brought a noticeable recovery, supported in part by the return or continued presence of German, French, and British guests.
However, the overall result should not obscure the challenges reported by businesses. The season’s performance varied significantly across the country. Destinations that are easier to reach and those supported by well-established promotional systems showed greater resilience, while island and outlying destinations were more severely affected by rising costs for fuel, tolls, and ferry service.
“Exceeding 53.5 million visitors is an important sign and confirms the strength of outdoor tourism within the national tourism offering,” says Michele Montemagni, President of Assocamping Confesercenti. “However, we must carefully analyze what lies behind the overall figure. Businesses are seeing shorter stays, bookings made closer and closer to the departure date, and greater caution among consumers. Therefore, the stability in visitor numbers does not always translate into a corresponding improvement in profitability.”
Outdoor vacations are changing. Trips are tending to become shorter and more itinerant, while decisions are increasingly made at the last minute. This trend increases the organizational workload for businesses and makes it more difficult to schedule staff, procurement, and services. Even among international customers—who are crucial to a successful season—businesses are noticing that guests are being more cost-conscious.
A comparison of regions also confirms the importance of regional policies. The experience of Emilia-Romagna—characterized by ongoing planning, the involvement of associations, and support measures for the renovation of lodging facilities—demonstrates how much promotion and investment can impact the competitiveness of destinations. Conversely, on the islands and in areas farther from the main source markets, the overall cost of travel continues to pose a significant obstacle.
This season also confirms the structural transformation of the sector. The growth of rest areas and farm-based campgrounds, the spread of mobile homes, the entry of larger operators, and the demand for increasingly specialized services are reshaping the market.
According to Assocamping Confesercenti, this process must be supported by clear and uniform rules, balanced competitive conditions, and accessible tools for redevelopment, digitization, and energy efficiency.
Assocamping also proposes strengthening the economic monitoring of the sector by supplementing visitor numbers with indicators related to average length of stay, the composition of demand, spending on services, and business profitability. A more in-depth survey would allow for a more accurate representation of regional differences and help direct public interventions toward the areas and businesses most at risk.
In light of the season’s initial results, Assocamping Confesercenti is reiterating its request to Tourism Minister Gianmarco Mazzi for a regular institutional dialogue on outdoor tourism. The Association had already identified the following as priorities: support for energy efficiency measures, strengthening promotion in foreign markets, initiatives to boost domestic demand, and the need for a clear and coordinated regulatory framework.
“The results from this summer show that outdoor tourism is a strategic and vital component of the Italian tourism sector,” concludes Assocamping Confesercenti. “Now we need to transform this appeal into stable growth, greater profitability, and widespread development by addressing the accessibility of destinations, the quality of offerings, international promotion, and regulatory certainty.”
Assocamping Press Release
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