Tendenze del mercato

🏖 Valtellina thrives in summer, bolstered by global events like the Giro d’Italia and gastronomic festivals. Historically a winter destination, it now sees a 50% balance of summer and winter visitors, with stays up to a week, especially from Belgians, Dutch, and Northern Europeans, says Manuel Pozzoni of Apf Valtellina. The “100 + Ideas in Valtellina” map helps navigate the area, available in Italian, English, and German, both in print and digitally.

🍽 Durante la Giornata della Ristorazione 2025, ENIT ha divulgato dati sul turismo enogastronomico in Italia, rivelando un aumento del 176% nei soggiorni e 2,4 milioni di presenze. La spesa internazionale ha raggiunto 395,5 milioni di euro, un incremento del 9% rispetto al 2023. I principali mercati sono Regno Unito, Germania, Spagna e Stati Uniti. Il turismo enogastronomico sta diventando un pilastro dell'economia turistica, valorizzando le eccellenze agroalimentari e i territori italiani.

💬 Sanbittèr's study surveyed 1,200 Italians, revealing that "ci sta" is used in various casual settings: 52% during aperitifs, 65% in chats, 59% at restaurants, and 54% while shopping. One in four Italians prefers it over "ok" for its inclusivity and empathy (56%). It's a staple in daily communication for 44%, used with friends (68%), partners (60%), and during activities like spontaneous aperitifs (65%) and organizing evenings (67%).

💰 At the 2025 Arabian Travel Market in Dubai, the high-end market trend is clear. Ita Airways, energized by Lufthansa's investment, focuses on premium connections from Fiumicino to Dubai, Riyadh, and Jeddah. By 2030, the UAE is projected to host 40 million tourists, with many favoring luxury travel and accommodation. Emiliana Limosani, Ita's CCO, emphasizes the airline’s commitment to this premium segment.

🏨 Hines Italy and partners see potential in Italy's affordable quality hotel market, which contrasts with the saturated luxury sector. At the agreement presentation with Clessidra and Human Company, Mario Abbadessa noted Italy’s unique real estate trends. Hines’ investment in Human Company is driven by collaboration, portfolio diversification, and valuing human capital. The company aims to expand into alternative accommodations like glamping, highlighting growth opportunities in underexplored segments.

🏠 Italian tour operators are redefining luxury travel, focusing on time, authenticity, and flexibility. Notable figures include Danilo Curzi of Idee per Viaggiare, Gianluca Rubino of Kel 12, Enrico Ducrot of Viaggi dell’Elefante, and Roberto Pasqua di Bisceglie of BluFennec. Key trends emphasize unique experiences like eco-lodges, private safaris, and cultural immersion. Also in demand are personal service, adventure, and sustainable travel to places like Chile's Atacama Desert, with increasing requests for luxury train journeys.

🛬 Milano Malpensa Airport, 2024: commercial sector revenues hit a record €432 million, up 15.4% from 2023, with passenger traffic rising by 11.5%. Average passenger spending reached €11, a 3.4% increase. Retail sales grew 15.3%, while food and beverage sales rose 16.6%. Luxury stores at Terminal 1 saw a 13.9% revenue boost, driven by long-haul traffic from Asia, UAE, and North America. Total Lombardy airport traffic reached 39.3 million passengers, with Malpensa alone handling 28.7 million.

📑 Fashion and luxury brands increasingly engage with the hospitality sector, creating collaborations with hotels through dedicated spaces like restaurants and cafés. Glion Institute's 'Behind the scenes' explores this trend. Margot Canfeure explains that bringing luxury brands to hospitality broadens customer reach and enhances brand awareness. Lungarno Collection and Portrait, linked to Ferragamo, integrate brand values without using fashion branding. Cristina Fogliato highlights the seamless integration of hospitality values, while Eleonora Cattaneo emphasizes the importance of soft skills in guest relations.

🗺 Tirana, Albania, emerged as the top destination for Italians from 2019 to 2024, with a 124% increase in visits, driven by more direct flights, according to the Mastercard Economics Institute's Travel Trends Report. Paris and Barcelona followed in popularity. Sharm El Sheikh ranked fourth, while interest in Malaga grew by 68%. New York, at ninth place, saw a 14% rise. In Italy, Milan is popular with African and Brazilian tourists, whereas Americans and Canadians favor Rome.

🏨 In 2025, Eleonora Cattaneo, director at Glion Institute, highlights a dire need for over 300,000 personnel in hotels globally. The shortfall, exacerbated since COVID-19, remains a key challenge in hospitality. Skills in luxury hospitality require not just basic competencies but also the ability to discern client needs for tailored interactions. The luxury retail sector also seeks similar skill sets, aiming to elevate shopping into an experience, mirroring luxury hospitality practices.