Tendenze del mercato

🏢 Over 200 Italian municipalities lack retail stores, signaling a structural crisis in local commerce. Despite e-commerce growth, a Nomisma study shows 80% of Italians value neighborhood shops for their community role. Traditional travel agencies, facing competition from OTAs, have seen a client resurgence post-pandemic for complex travel needs. Combining digital evolution with physical presence, agencies offer tailored advice, risk management, and human interaction, diverging from simple online transactions as indicated by Expedia Group’s report.

🛍 Firenze leads winter 2026 shopping tourism with 42% of visitors engaging in shopping, followed by Milano (38%), Napoli (35.8%), and Roma (33.8%). Milano records the highest average spending at 184 euros per visit, surpassing Firenze's 168 euros and Roma's 162 euros. Roma's shops attract the most international shoppers (34%), ahead of Milano (32%), Napoli (21%), and Firenze (19%). Made in Italy brands are favored by 57.7% of tourists, up 2.1% from last year.

💰 2025, Italy, business travel value hit 122 points, up 13 points from 2024. Transactions increased by 7 points to 114, and average spending rose by 5 points to 107 compared to 2024. December saw a surge with a travel value of 126 points, up 27 from November's 99. The number of transactions grew to 119 from 95, and average spending reached 107 from 104 in November. All sectors, including air travel and hospitality, showed growth.

🍺 Nel 2024, la birra analcolica in Italia ha raggiunto il 2,11% del mercato, un aumento del 13,4% rispetto al 2023. Un blind test mostra che oltre il 52% degli assaggiatori dà alla birra 0.0 un punteggio tra 7 e 10. Il 61% di Gen Z e Millennials apprezza il suo gusto paragonabile alle versioni alcoliche. Il 60% la considera adatta ad ogni contesto, con 2,4 milioni di consumatori settimanali tra i giovani.

📈 Italian families, January 2026: 52% expect economic stability, with 32% fearing economic decline. 43% aim to cut expenses, driven by reduced purchasing power (28%) and global economic concerns (24%). Generational divide shows 19% of Gen Z expect setbacks, versus 35%+ of older generations. Key spending areas remain health, quality food, and home comfort. Savings are prioritized by 42%, while 22% consider it a top priority. Overall, cautious consumer behavior and selective spending dominate.

📈 In 2025, Alfredo Vassalluzzo, founder of Travelbuy Italia, reported a record year with over 110 affiliated agencies. The company saw a 30% production value increase, a 134% rise in total revenues, and EBITDA multiplied by 7. Own production increased from €22.1 million to €28.8 million. Intermediary sales reached €16 million, a 40% increase. Travelbuy doubled traffic on Emirates, highlighting changing travel demands. 2026 also started strong, with double-digit growth prospects.

🏨 Mostra d'Oltremare di Napoli hosted Tuttohotel, attracting significant attendance as a key event for the tourism and hospitality sectors. Vision Hotel, the centerpiece, offered a 1:1 scale exhibition of hotel environments, emphasizing "Tailor-made hospitality." Notable projects included Massimo Giordano's "Wellness 7.0" and GHD Green Hotel Design by Antonio Visone. The event featured Villas Experience Conference, Bar Tender Show, and Beach Club Expo, highlighting personalized and sustainable hospitality innovations.

🌎 In January 2026, at the 'Visione Turismo' conference in the Italian Senate, industry leaders Gianmarco Centinaio, Pier Ezhaya, and Franco Gattinoni highlighted the resilience and investment-driven revival of Italy's outbound tourism market post-COVID. Despite financial challenges, advances in technology and product enhancement have strengthened the sector. Challenges include internal cultural issues and competition with low-cost systems. The need for collaboration and the economic benefits of outbound tourism were emphasized.

🍷 2025, wine industry, increased use of special editions in the last quarter. Why? Demand becomes selective; companies leverage packaging as a strategic tool. January shows effects post-holiday peak. Verallia's Trend Book 2026 highlights packaging's role in positioning. Dom Pérignon Vintage 2015, with Takashi Murakami, exemplifies this trend. Sparkling wine segment slows, focusing on festive sales. Special packaging strengthens market position, enhancing perceived value and uniqueness.

🎿 Quasi 8 italiani su 10 (78,5%) hanno vissuto una settimana bianca, e oltre la metà (52,7%) pianifica di farlo di nuovo nonostante i costi alti. Il Trentino-Alto Adige è la meta preferita (63,4%). Il periodo dopo l’Epifania è il più popolare (36%). Il budget va da 200 a 500 euro (35,4%), con il 60,1% che rinuncia per i costi. Il 47% teme la scarsa visibilità, seguita dal rischio valanghe (32%).