Tendenze del mercato

🌍 Italia remains a top global destination in 2025, with new vacation motivations emerging. According to the Travel Trends Report by Mastercard Economics Institute, covering over 74 markets from January to March 2025, Sorrento and Alghero join Rome and Milan as key spots. Tokyo ranks first for travel from June to September. Italy shines in wellness tourism, ranking sixth globally. Sorrento impresses with culinary tourism, attracting visitors from 59 countries. Luca Corti emphasizes investment in physical and digital infrastructures.

🍴 In Italy, 51% of the population is willing to spend over 50 euros on sophisticated at-home aperitif experiences by 2025. Aperitivo consumption has jumped 7 percentage points since 2015, with 46% making it a monthly ritual. The term "Aperitaster" has been coined for connoisseurs who appreciate the balance of food and drink pairings. Quality gastronomy is a priority for 85% of Italians when choosing a venue, with 41% valuing food offerings more than drink quality. The Aperitivo Festival in Milan showcases 100 products for tasting and features 27 renowned bartenders. The World Aperitivo Day®, now in its fourth edition, is set for May 26, reflecting Italy's deep-rooted aperitivo tradition. Four out of five Italians (81%) would pay a premium for high-quality aperitivo selections, indicating a strong preference for quality over cost.

🛌 Matera's Sasso Caveoso is home to the 4 km long trail 406, a tourist attraction marked by the CAI as suitable for experienced hikers (EE). Despite its treacherous terrain and recommended hiking time of 1 hour and 20 minutes for just 1.84 km, many tourists attempt it unprepared. In 1950, over 15,000 people lived in precarity in the Sassi of Matera. Following a special law in 1952, residents were relocated, leaving the Sassi nearly empty until UNESCO's 1993 World Heritage listing sparked a revival. Mel Gibson's "The Passion of Christ" further propelled its fame. With a current population of 59,745, only about 2.3% (1,382 residents) live in the Sassi district as of 2022, a decline from 1,888 in 1988. The local question remains whether the Sassi should be solely a tourist site, a vibrant neighborhood, or a balance of both.

🏖️; Ischia's project "Ischia is more" redefined the Campanian destination's image and offers a new sustainable luxury experience. Annual visitor flow is managed at 3.5-4 million, down from early 2000s over 6 million, for livability. The tourist season extends from Easter to November, with winter months attracting international visitors. Key factors: "L'amica geniale" TV show, Stanley Tucci's show-cooking, and being named the world's most beautiful island by Travel&Leisure in 2022. Ischia aims to be Italy's first 'slow travel destination'.

🏠 Egypt, post-pandemic, aims to attract 30 million annual visitors by 2032, requiring the construction of new tourist products. However, a shortage of accommodations poses a challenge according to Tourism and Antiquities Minister Sherif Fathi at the Arabian Travel Market in Dubai. Egypt needs 250,000 new hotel rooms to double the current 200,000 rooms, with 28,600 in the pipeline (Hotel Construction Pipeline Trend Report, end of 2024). The vision's success, initially set for 2028 and later postponed to 2032 due to Middle East instability, hinges on rapid hospitality expansion. Attracting foreign private investments is key, with no public funds allocated for tourism development. Egypt garnered 43.75 billion in foreign direct investments last year, mostly from the UAE.

🏖 Spain is on track to hit 100 million tourists in 2025, with a 6% increase in tourism in the first four months compared to last year. Easter saw a 1.2% rise in national tourism and a 4.5% increase in international visits. Joan Molas, president of Mesa del Turismo, anticipates closing the year with 98-99 million international tourists. Key markets include the UK, Germany, France, Italy, and a growing interest from Eastern Europe, Asia, and Latin America. Last year, 90% of tourists concentrated in six regions, accounting for 92% of the €126 billion tourism expenditure, while the rest of the country saw 9.2 million visitors.

✈ easyJet has increased Lombardy's economic output from €72.6 million in 2006 to €892.4 million in 2024, with market share growing from 15 to 94 routes and reaching 18%. The aviation industry's employment has surged from 1,200 to 11,400 workers, paralleled by the training of 8,000 professionals at the Milan Malpensa Training Centre. In 2023, Lombardy's tourism spending hit €1.1 billion. Lorenzo Lagorio, easyJet Italy's country manager, aims for a total capacity of 10 million passengers per year in Lombardy, targeting the 8.5 million residents and 902 municipalities.

💰 According to Mastercard research involving over 15,000 Europeans, 51% of Italians plan to spend over 1,000 euros on travel and tourism focused on experiences in 2025. Top desired activities include gastronomy (85%) and cultural events (84%). In Italy, 90% prioritize travel, exceeding the European average (89%). Gen Z leads experiential spending, with 43% aiming for at least two significant experiences. Motivations: 47% for lasting memories, 41% for new perspectives, and 34% for sharing emotions. Most prefer experiencing with family (51%), partner (49%), or friends (33%). Italians are cutting non-essential expenses: 36% on fashion, 31% on tech. Experiential spending remains key in 2025, driven by global events such as the Uefa Champions League, the Cannes Festival, and the Venice Film Festival.

☕ Nespresso enriches its Creations Professional range with "Amaretti Decaffeinato," a decaffeinated coffee blend with natural flavors inspired by Italian amaretti biscuits. Made with decaffeinated Arabica beans from Brazil and Colombia, it can be enjoyed as an Espresso (40 ml) or Lungo (110 ml), with or without milk or plant-based drinks, served cold with ice, or used in pastries and ice cream. "Amaretti Decaffeinato" joins Nespresso's Professional line and will be available from April 22, 2025, through Nespresso Professional e-commerce, customer service, and direct and indirect sales channels.

🍷 OIV's "State of the World Vine and Wine Sector in 2024: Adaptation & Cooperation" revealed a global vineyard contraction to 7.1 million hectares (-0.6% from 2023), with wine production down to 225.8 million hectoliters (-4.8% from 2023). Wine consumption hit a low at 214.2 million hectoliters (-3.3%), while international trade held steady with a minor decrease in exports by 0.1% in volume and 0.3% in value. Italy led in exported volumes (21.7 million hectoliters) and France in value (€11.7 billion).