Tendenze del mercato

🌍 Nel 2024, Svizzera Turismo ha registrato un leggero calo nei pernottamenti italiani (-0,2%) ma un aumento degli arrivi (+2,2%) rispetto al 2023. Novembre 2024 ha visto un aumento del 9,1% nei pernottamenti e del 14,1% negli arrivi grazie a campagne promozionali. I primi mesi del 2025 hanno registrato un +1% nei pernottamenti e +3,4% negli arrivi rispetto allo stesso periodo del 2024. Località preferite includono Zurigo e Ginevra.

🗺 Oltre l'85% delle famiglie italiane sceglie destinazioni turistiche basate su esperienze, come riportato da Airbnb. Il 75% dei genitori prenota esperienze durante le vacanze. Autenticità è cruciale per il 60% degli intervistati, con il 55% delle famiglie interessate a esperienze nella propria città. Tra le mete emergenti, Prags e Porto Pino offrono esperienze autentiche e attraggono famiglie con bambini.

💵 Bankitalia's recent quarterly data reveals a significant 7% rise in foreign tourist spending in Italy, reaching €3.2 billion in March 2025. The balance of payments surplus was €0.6 billion, consistent with March 2024. Italian spending abroad increased by 8%, totaling €2.6 billion. Both EU and non-EU visitors contributed to the growth, each over 6%. Tourist spending outside the EU surged by 7%, outpacing intra-EU spending growth of 3%.

🌏 Pier Ezhaya, president of Astoi, reports in Sole 24Ore that Italian vacation bookings align with 2024 figures. Long-haul destinations drive summer growth, rising 14%, while the Mediterranean sees a 2% increase. Egypt, East Africa, and Japan are popular, despite a slight decline in Spain and the USA due to price. Vacation spending increases by 5%-6%, with beach holidays averaging 8.5 days and long-haul trips averaging 10.5 days.

🌏 Vendite di World Explorer, 2025: aprile positivo, rallentamento in luglio-agosto. Last-minute in aumento. Giappone popolare grazie a Expo Osaka; problemi di disponibilità alberghiera. Asia: Indonesia e Vietnam stabili. Africa: 65% del fatturato, ma prezzi in Namibia +25% rispetto al 2024. East Africa in crescita. Meno passeggeri, spesa media aumenta, marginalità migliorata grazie al cambio favorevole con il dollaro. Aerei costosi, richiesta di servizi a terra cresce.

📚 Three 15-minute online sessions are offered by Ota Viaggi’s Massimo Diana to help travel agents effectively sell Mare Italia. The initiative addresses sales challenges due to price increases and time availability, with flexible travel options responding to market demands for varied start days and durations. This approach aims to bring clients back to agencies and combat disintermediation. Explore offers on Ota Viaggi’s website.

🗺 Barcellona, Parigi, e Olbia top Italian summer spots, says eDreams. Beach and island destinations dominate, except London (9th) and Tenerife (10th). Malaga bookings soar by 73%, Casablanca by 67%, and Sharm el Sheikh by 65%. 34% of Italians book 7-13 days, 61% plan trips over three months ahead. French (28%), Spaniards (19%), and Germans (17%) favor Italy, with Rome, Naples, Venice, Olbia, Palermo, and Catania as popular spots.

🌏 Korea is set to surpass pre-COVID tourist records by 2025, with 16.37 million international visitors last year, a 48.4% increase over 2023, nearing 94% of 2019's peak. Projections for the current season range between 17.5 to 18.5 million tourists. Italian visitors saw a significant 33% growth over pre-COVID figures, reaching over 63,400. The Korean wave, driven by food, cosmetics, and pop culture, has shifted tourism beyond traditional routes, aided by daily flights from Milan and Rome.

✈️ World Explorer's Alessandro Simonetti showcases a structured group travel product. Idee per Viaggiare reports a 14% rise in 2025 versus 2024, with trending destinations like China and Japan. Quality Group's revenue grew 11% in the first six months of the year, fueled by small group tours (around 18 people). Cultural travel, especially to Egypt and Turkey, is on the rise, while Mappamondo's Andrea Mele notes concerns about disintermediation due to high prices.

🗺 Italians' summer vacations in 2025 favor the sea (44%), followed by mountains (19%) over cities of art (17%). Travel peaks in July (31%) and August (29%). Family trips dominate (71%), but solo travel (9%) is on the rise. Cars remain the top transport (49%), while hybrid vehicle use is increasing (23%). Traditional lodging choices decrease, with rental apartments rising (24%). Tourism prices up for 76%, influencing 67% to seek budget-friendly options.