Tendenze del mercato

🌍 Italian tourists flocked to Liechtenstein in summer 2025, with 1,385 overnight stays marking an 87.5% increase from 2024. This surge, second only to Czech visitors, is linked to the Welcome Adventure Pass, launched in June by Liechtenstein Marketing. It offers free public transport and a 20% discount on major attractions for stays over one night. Despite a 0.8% drop in overall international summer stays, Liechtenstein remains a top destination.

🚄 Families and travelers with lots of luggage can find train travel more cost-effective than flying on many European routes, according to a study by Zurich's ZHAW University of Applied Sciences. Analyzing 136 rail and flight connections, the study found that while solo travelers might benefit from flying, air travel costs rise significantly with extra passengers or baggage, making flights over twice as expensive as trains for family trips. Last-minute bookings impact air travel costs more than rail.

🍺 Esportazioni di tequila messicana verso l'Italia sono aumentate del 9,1% nel 2025, con 3.404.168 litri importati. L'Italia è l'ottavo consumatore globale, preferendo il tequila 100% agave (84,2% del totale importato, 2.868.033 litri). La Denominazione di Origine (DOT) del tequila risale al 1974, con produzione autorizzata in 181 comuni in Messico, e riconoscimento in 55 paesi. L'Italia guida il consumo di tequila premium, consolidando il suo ruolo nel mercato europeo.

🍷 Cheval Blanc leads the 2026 Liv-ex Power 100, released two days ago, reflecting a stabilizing fine wine market after 2024's price drops. San Guido with Sassicaia is Italy's strongest brand, while Yquem and Haut-Brion remain top French brands. Champagne sees a rebound with Selosse, Salon, and Krug's favorable demand. Italy's market is steady with Sassicaia, Tignanello, and others, though Vega Sicilia drops to 16th. The report highlights brand consistency and pricing coherence as key to market resilience.

🍷 Six Senses Rome's BIVIUM Restaurant-Cafe-Bar embraces Dry January with a non-alcoholic cocktail menu available throughout January. Crafted with the same detail as their signature cocktails, the menu features three mocktails: Amore, No Collins, and Proserpina. Proserpina, inspired by Roman botanicals, uses Tanqueray 0.0, lemon, pomegranate, and lavender. The name references the myth of Proserpina, who spent six months on Earth and six in the Underworld, linked to the pomegranate fruit.

📈 January 3, 2026, Italy: A report in Il Sole 24 Ore examines the performance of 21 listed travel companies. Italian companies ENAV, Aeroporto Marconi, Toscana Aeroporti, i Grandi Viaggi, and Destination Italia show varied growth. From 2023-2025, impressive stock gains: Hilton +127%, Carnival +284%, Expedia +226%. TUI sees a price drop from €28 (2020) to €9 (2026). eDreams and lastminute.com face declines. Control over products and distribution is key for stock market success.

📅 2025: European event tourism grows, with conferences at 29.4%, concerts at 35.3%, and sports events at 21.5%. Italy sees robust MICE growth, alongside Belgium and Germany, with fairs as the fastest-growing segment in Europe, increasing by 6.2%. Overall, event tourism spending rises by 7%, led by the UK, Germany, and France. Belgium's spending surges by 20%. In 2025, sports events account for 41.4% of tourism spending, with food and beverages leading expenditure at 48.4%.

🏨 Marriott International enhances its loyalty program, Marriott Bonvoy, focusing on music, sports, food, and outdoor activities, partnering with Starbucks and offering a private concert in New York with Alex Warren. Phocuswright data reveals 52% of leisure travelers redeemed benefits recently, yet 63% of loyal customers chose alternatives. Hilton updates Hilton Honors with new tiers, teaming up with Explora Journeys. Meanwhile, 1 Hotels and Journey innovate with environmentally focused and independent hotel networks, respectively.

📈 Italy Family Hotels invested €600,000 in 2025, boosting digital activities by 19% to 340,000 requests. Social media followers grew by 38%. A new B2B research report by Thrends was published. In 2026, another €600,000 investment will enhance key areas: 43% digital, 19% management, 18% brand, 18% members, and 5% development. Alessandro Zaffi became president from 2026 to 2029, succeeding Marina Pasquini, with Stefano Cerutti as vice president.

🌍 Veneto, Toscana, Lombardia, Lazio, and Emilia Romagna were among Europe's top 20 most requested regions in 2025, based on an Eurostat survey of online platforms. Short-term accommodation bookings via platforms like Airbnb, Booking.com, and Expedia increased by 8.7% compared to 2024. Andalucia led with 13.3 million nights, followed by Jadranska Hrvatska with 9.6 million, and Ile de France with 9 million nights. Spain and France each had 6 regions, Italy 5, Portugal 2, and Croatia 1.