Tendenze del mercato

🏖️ Italy Family Hotels sees a 26% increase in December bookings compared to last year. The most sought-after destination is Trentino-Alto Adige, with a 37.9% rise in interest, while Emilia Romagna experiences a 49.8% increase in searches. Albergatori note more flexible, shorter stays, with 45% seeing a drop in week-long vacations. Family travel demand, especially with pets, grows, with 70% of hoteliers reporting more families traveling with pets.

🛫 Emirates, a sponsor of the Italian APT Finals, highlights vacation luxury through an advertisement featuring their A380 aircraft. Marriott's "Ticket to Travel" study introduces 'lux-scaping,' a trend emphasizing luxury experiences at the start or end of a vacation to enhance relaxation. Both portray flying and lodging as pivotal vacation elements, transforming travel itself into a luxury experience. Are these coincidences? Perhaps not.

🎁 Napoli, 16-17 novembre 2025: il Campionato del Mondo del Panettone 2025 si terrà presso Gustus, alla Mostra d'Oltremare. Partecipano maestri pasticceri globali, con 50 creazioni finaliste da Francia, Spagna, Giappone. Categorie: Classico, Innovativo, Salato, Decorato, Miglior Pandoro. Premi assegnati il 17 novembre alle 15:00. Evento promosso da FIPGC con l'obiettivo di promuovere l'artigianato dolciario italiano e generare opportunità economiche.

🥜 I vegetali surgelati hanno visto un aumento del +1,9% nei consumi nel 2024, con oltre 300.000 tonnellate vendute nel canale Retail. Nei primi nove mesi del 2025, si è registrato un ulteriore incremento del +0,4%. Solo il 7% degli italiani consuma le 5 porzioni giornaliere di frutta e verdura raccomandate dall'OMS. Test di assaggio hanno mostrato che i consumatori preferiscono prodotti surgelati. I fagiolini surgelati costano il 53% in meno rispetto ai freschi.

📈 Welcome Travel Group, supported by stakeholders Costa and Alpitour, focuses on quality over quantity, with 2,636 points of sale and a customer database exceeding 1 million. CEO Adriano Apicella and Director Dante Colitta emphasize the shift from pure numbers to service quality, addressing rising prices. The strategy targets the middle class, focusing on maintaining customer loyalty. Tour operators, airlines, and cruise lines align with this approach in Milan.

🏖️ Settantacinque turisti su cento visitano solo il 4% dell'Italia. Secondo uno studio di Guido Guerzoni per GetYourGuide, basato su oltre 8 milioni di prenotazioni, il turismo esperienziale sta crescendo. I turisti esperienziali spendono in media 486 euro al giorno e restano 8,2 notti, spendendo lungo tutta la filiera del territorio. Nel 2024, questo settore genererà 9 miliardi di euro, coprendo il 95,5% delle province italiane e coinvolgendo 867 comuni.

🌏 Italian travel to Asia boomed in 2025. Trip.com data shows a 92% YoY increase in flights to Asia and 123% to China. Top 2025 destinations: Tokyo, Bangkok, and Seoul, with Shanghai leading in China. Conversely, travel from Asia to Italy rose by 80%, with China as the top source. Rome and Milan are top Italian destinations. Italy ranks among the top five European gastronomic travel destinations, with increasing demand for cultural and culinary experiences.

🏠 YouGov's survey for Airbnb reveals authentic hospitality hinges on genuine interactions: sincere handshakes (63%), home-like ambiance (58%), and fresh coffee aroma (46%). Hospitality shines in small villages (47%), notably in Puglia (60%), over cities (9%). Culinary gifts are favored (52%). Southern Italy values conviviality (68%), with the aroma of simmering sauce (51%). Women prefer clean, cozy spaces (44%), while the young (18-34) prioritize tech (29%). Authenticity remains crucial for those over 55 (69%).

🌎 Italian travelers in 2026 are drawn to global destinations, with New York, Tokyo, and Istanbul leading searches. Sporting events like the Winter Olympics in Milan see a 24% search increase, while Mexico and Canada rise by 15% and 14% for the World Cup. Festivals boost travel to Japan (+12%) and Rio (+7%). Eurovision spikes Vienna's searches by 166%, and The Weeknd's tour lifts Amsterdam (+71%) and Milan (+155%). 75% of Italians use AI for travel planning, highlighting flexibility's growing appeal.

🌍 October: Italy remains competitive in European tourism, with a booking saturation rate of 45.4% on OTAs and an average rate of €137.8, outperforming Greece (€166.3) and Spain (€163.7). Valle d’Aosta (59.84%), Molise (53.33%), and Abruzzo (51.93%) top the regional saturation. Molise offers the lowest average rate at €86.85. September's bookings exceeded 44%, with November projections above 40%, highlighting Italy's year-round tourism appeal.