Tendenze del mercato

✈️ Atene's tourism surge impacts Attica. 29.3 million passengers passed through the city’s airport by October 2025, up 6.4% from 2024, with 20.9 million international travelers. The airport is the main hub for Eastern Mediterranean. 66 surrounding municipalities, known as "Greece in a snapshot," benefit from extended stays, with international arrivals reaching 7.4 million in 2024. Attica features 130 archaeological sites and eight historic islands, enhanced by 197 luxury hotels and award-winning marinas.

🗺 In 2024, at a Milan event by Love VdA, Liberty House Alps promoted Val d’Aosta for business growth meetings. 30% of demand in Châtillon and Saint-Vincent comes from construction and energy sectors, driven by proximity to Milan and Turin, plus tourists from France and Switzerland. Occupancy rose from 50% in 2022 to 70% in 2025, with 60% Italian visitors and 40% international from Poland, Eastern Europe, UK, USA, China, and Israel. Activities include hot air ballooning and interactive dinners.

🌍 Americans prioritize travel, but economic pressures could reduce international trips by 2026, especially among younger people. According to YouGov's US International Traveler Outlook 2026, 43% traveled less abroad recently, with 28% citing economic uncertainty and 18% noting rising travel costs as barriers. High-income travelers prefer booking flights and accommodations separately, while those with lower budgets lean towards vacation packages. Italy, the UK, France, and Germany face challenges as their perceived value-for-money decreases.

🌎 According to the 2026 US International Traveler Outlook by YouGov, economic pressure and rising travel costs are reducing international travel plans, especially among younger Americans. While 43% of international travelers have traveled less abroad in the past year, 28% cite economic uncertainty, and 18% mention increased travel costs as deterrents. High-income travelers prefer separate bookings for flights and accommodations, whereas budget travelers favor package deals. Italy and other European destinations risk losing American visitors due to perceived declining value.

🌏 In 2026, travelers seek 'slow' experiences amid rapid global changes, with Europe adapting to demand. Christina Gläser highlights Swiss destinations like Laax and Appenzell for serene nature tourism. In Poland, Barbara Minczewa underscores cultural heritage in cities like Warsaw and Lodz. Tehani Mairai notes growing Italian interest in French Polynesia, appealing to diverse ages. The trend reflects a shift towards nature-focused, culturally rich travel experiences.

📈 Italian tourism is booming by the end of 2025! Foreign tourists are up 3.1% with 8.1 million visitors, contributing to a total of 17.6 million presences, according to Assoturismo Confesercenti. Art cities see a 2.7% increase, and mountain destinations grow by 2.3%. Extralberghiero accommodations rise 2.2%. Challenges include high North-South travel costs, impacting Southern destinations. The focus is on leveraging seasonal tourism peaks into lasting opportunities.

📊 Emilio De Risi's "21 Grammi di Turismo" reflects on the year 2025, highlighting a notable feature on Palermo's mafia tourism. UNESCO has recognized Italian cuisine as intangible cultural heritage, potentially boosting tourism but also raising concerns about culinary gentrification and standardization. In Bolzano, political dissent grows over increased wealthy tourist numbers and shorter stays, causing infrastructure strain and price hikes. Research from Common Wealth highlights that 80% of tourism revenue in the Caribbean returns to multinational companies.

🗺️ Fiavet Toscana-Confcommercio reports 2025 trends: International visitors boost Tuscany tourism, especially from Asian markets, including China. Cultural and culinary experiences enhance regional appeal. Art cities show growth, while beach tourism declines due to cautious Italian demand and global competition. Outgoing travel trends for Toscanians focus on the Mediterranean, European capitals, and long-haul destinations, with increased selective spending. Strategic public policies emphasizing training, innovation, and diverse regional development are critical for sustainable tourism growth.

🛒 Marca del distributore (MDD) ha raggiunto il 42% delle vendite a valore nei principali mercati europei con un totale di 317 miliardi di euro, aumentato al 44% nei supermercati (175 miliardi di euro). Inflazione UE e UK è al 2,2% annuo a settembre 2025. Vendite beni confezionati sono cresciute del 3,1% a 22,6 miliardi di euro. MDD ha guidato oltre metà della crescita di valore alimentare; dolciario +6,8%, bevande +6,5%, prodotti freschi +5,1%.

🍻 Birre italiane, inclusi Birra Moretti, Ichnusa e Birra Messina, crescono del 2% nel 2025. Stout irlandesi, ideali per l'inverno, mostrano una crescita significativa. Gli IPA e APA aumentano del 5%. Champagne e vini americani come Silver Oak e Elizabeth Spencer sono popolari per le feste natalizie. Amari e grappe, con Amarottanta di Partesa, diventano centrali nel dopo cena. Partesa serve oltre 34.000 bar e ristoranti in Italia, confermando l'interesse per la qualità.