Tendenze del mercato

📈 Welcome Travel Group, supported by stakeholders Costa and Alpitour, focuses on quality over quantity, with 2,636 points of sale and a customer database exceeding 1 million. CEO Adriano Apicella and Director Dante Colitta emphasize the shift from pure numbers to service quality, addressing rising prices. The strategy targets the middle class, focusing on maintaining customer loyalty. Tour operators, airlines, and cruise lines align with this approach in Milan.

🏖️ Settantacinque turisti su cento visitano solo il 4% dell'Italia. Secondo uno studio di Guido Guerzoni per GetYourGuide, basato su oltre 8 milioni di prenotazioni, il turismo esperienziale sta crescendo. I turisti esperienziali spendono in media 486 euro al giorno e restano 8,2 notti, spendendo lungo tutta la filiera del territorio. Nel 2024, questo settore genererà 9 miliardi di euro, coprendo il 95,5% delle province italiane e coinvolgendo 867 comuni.

🌏 Italian travel to Asia boomed in 2025. Trip.com data shows a 92% YoY increase in flights to Asia and 123% to China. Top 2025 destinations: Tokyo, Bangkok, and Seoul, with Shanghai leading in China. Conversely, travel from Asia to Italy rose by 80%, with China as the top source. Rome and Milan are top Italian destinations. Italy ranks among the top five European gastronomic travel destinations, with increasing demand for cultural and culinary experiences.

🏠 YouGov's survey for Airbnb reveals authentic hospitality hinges on genuine interactions: sincere handshakes (63%), home-like ambiance (58%), and fresh coffee aroma (46%). Hospitality shines in small villages (47%), notably in Puglia (60%), over cities (9%). Culinary gifts are favored (52%). Southern Italy values conviviality (68%), with the aroma of simmering sauce (51%). Women prefer clean, cozy spaces (44%), while the young (18-34) prioritize tech (29%). Authenticity remains crucial for those over 55 (69%).

🌎 Italian travelers in 2026 are drawn to global destinations, with New York, Tokyo, and Istanbul leading searches. Sporting events like the Winter Olympics in Milan see a 24% search increase, while Mexico and Canada rise by 15% and 14% for the World Cup. Festivals boost travel to Japan (+12%) and Rio (+7%). Eurovision spikes Vienna's searches by 166%, and The Weeknd's tour lifts Amsterdam (+71%) and Milan (+155%). 75% of Italians use AI for travel planning, highlighting flexibility's growing appeal.

🌍 October: Italy remains competitive in European tourism, with a booking saturation rate of 45.4% on OTAs and an average rate of €137.8, outperforming Greece (€166.3) and Spain (€163.7). Valle d’Aosta (59.84%), Molise (53.33%), and Abruzzo (51.93%) top the regional saturation. Molise offers the lowest average rate at €86.85. September's bookings exceeded 44%, with November projections above 40%, highlighting Italy's year-round tourism appeal.

🏖 Club Med's research reveals a growing trend for 'snackable travel'—short, intense vacations with high rejuvenation value. Many Italian travelers prefer all-inclusive packages, offering clear costs and worry-free experiences. The trend aligns with a broader shift towards 'wellness snackable' practices, like brief yoga sessions or digital detoxes. Italians particularly value vacations where every detail is pre-arranged, embodying luxury through quality time rather than trip length.

🍦 On November 6-7, the fourth edition of the Coppa Italia di Gelateria in Rome will feature 24 gelatieri competing. Held at Officine Farneto, the event is organized by the Associazione Italiana Gelatieri. Judges include Vincenzo Pennestrì and past winners. The event includes chocolate, gastronomic gelato, and panettone-filling categories. A focus on new food trends and awards for historical gelaterias will occur. The finale features a Gala Dinner with award ceremonies at Palazzo delle Esposizioni.

🇮🇹 Roma sees a 38.8% increase in tourist arrivals in the first half of 2025 compared to 2024, with 25 million total presences by August, two-thirds foreign. However, Banca d'Italia reports a 10% decline in daily tourist spending. Federalberghi Roma's Giuseppe Roscioli claims real tourism growth is just 7%, and the hotel sector grows by 2.5%. During the 2000 Jubilee, growth was 4%, suggesting current trends align with expectations.

🌍 Fifty tourism ministers gathered at WTM London for the annual Ministers' Summit. Antonio Lopez de Avila noted tourism's return to pre-COVID levels. Gloria Guevara highlighted the 10% global GDP contribution and the creation of 1 in 3 new jobs by tourism post-pandemic, but warned of 43 million potential job vacancies. Discussions focused on skill gaps, training, and infrastructure. Portugal aims for 1.5 million tourism jobs by 2045, and Indonesia plans 37 new airports.