Tendenze del mercato

🌏 Italian travelers favor European destinations (47.40%) for summer, with intercontinental trips (29.50%) slightly surpassing domestic ones (28.70%). Younger (18-34) and older (45-54) prefer domestic, while 55-64 favor Europe. Single individuals lean towards domestic, married to Europe, and non-cohabiting relationships to intercontinental. Budget ranges from €1,000 to €2,999, with over 50% planning stable spending. Influences include word-of-mouth and online reviews, while major trip barriers are safety concerns and costs.

🗺 Capri, Forte dei Marmi, and Taormina are top luxury destinations for high-spending tourists, as per Global Blue and Lybra Tech's report for July-September 2025. Capri leads with 74% international visits, primarily from the U.S. (31%). Shopping tax-free in summer 2024, Capri saw Americans generate 54% of sales, with an average spend of €1,727. Forte dei Marmi follows with 66% international tourists, and Taormina at 69%, both with significant American and Gulf region spending. Porto Cervo, noted for luxury, had the highest average receipt at €2,472.

🌎 Secondo l’indagine ING People Insights Lab, condotta da ING Italia e YouGov, coinvolgendo oltre 1000 italiani adulti. Il 73% degli italiani sceglie una destinazione estera almeno ogni tanto, con il 54% visitando paesi con valute non euro. Tra i giovani (18-34 anni), l’82% ha viaggiato all’estero e il 65% preferisce destinazioni con valute diverse. Il 44% pianifica meticolosamente, mentre il 24% improvvisa. Il 50% vigila sulle spese, ma l’87% trova le commissioni su pagamenti esteri fastidiose.

💸 L'estate 2025 in Italia: fermarsi in autogrill diventa costoso, con un'indagine di Altroconsumo in 16 aree tra Milano, Roma, Napoli e Venezia. Una brioche costa 2 euro (+16% rispetto al 2024) e l'acqua in bottiglia quasi 3,20 euro al litro, il quintuplo dei supermercati. Panini semplici a 6,80 euro, Coca Cola a 8 euro al litro. I prezzi autostradali incidono sul budget delle vacanze, nonostante cali del 5-6%.

💸 Donald Trump's recent policies impact U.S. tourism, raising costs like ESTA fees and park entry. Visit USA Italy assures a high-value travel experience persists despite these changes. Lia Maiorca notes steady recovery in U.S. tourism, predicting a balanced inflow and outflow. Despite tariff concerns, the U.S. remains a valued destination. The Italian market shows remarkable resilience, unaffected by economic and political shifts.

🗺 30.5 million Italians are set to vacation in summer 2025, increasing by 1.5 million from 2024, according to the Confcommercio Tourism Observatory and SWG. With a total expenditure exceeding €35 billion, 91% will travel domestically, while 9% will travel abroad. Italians will travel twice between June and September, with August preferred for longer trips, totaling 11.2 million. July sees a notable rise with 800,000 additional long vacations compared to last year.

📈 Retail sales in Italy in May 2025 show a +1.3% value increase, despite a -0.3% volume drop, amid economic uncertainty due to geopolitical tensions and tariffs. This environment boosts Italians' savings tendencies, hindering consumption growth. The retail sector hopes summer sales will revive struggling categories. Retailers focus on providing quality, affordable products, emphasizing Italy's agro-food excellence.

🍴 In 2024, Italians spent €85 billion dining out, still below pre-COVID levels. Featured in Il FuoriCasa, Sal De Riso revisits his roots, and Acqua Fiuggi reinvents fine dining. Innovations include KQ’s unified meal voucher terminal and Izzo Forni’s dual-chamber ovens. Emerging trends highlight mixology and bakery solutions. Companies like Fratelli Castellan and Molino Grassi focus on traditional craftsmanship and European expansion. New product offerings from Barilla and San Benedetto are showcased to enrich out-of-home dining.

🗺 2025 is pivotal for Italy as a top tourist destination. Foreign visitor spending hit a record €20.9 billion in 2024, up 37.9% from 2022, led by the US market at 18.3%. Growth in spending: Brazil +155%, Australia +100%. High spenders from the Middle East average €913 per card, with Saudis and Emiratis leading. Rome, Milan, Venice, Florence, and Naples account for 75% of tourist spending. April 2025 airport traffic exceeds 19 million passengers.

🍷 Il fenomeno del vino dealcolato è in forte espansione. Nel novembre 2024, un decreto ministeriale ha regolamentato i vini zero alcol. Secondo IWSR, nel 2023 il settore è cresciuto del 5% e si prevede un incremento annuo del 7% fino al 2027. XtraWine, fondata nel 2009, ha introdotto una nuova linea di vini senza alcol, ampliando la sua offerta con prodotti come Tralcetto Rosso, Steinbock Sparkling Riesling e Le Vaglie Dry.