Tendenze del mercato

🏖️ Spain is projected to set a new record with 98 million foreign tourists in 2025, surpassing the nearly 94 million in 2024, leading to an expenditure of approximately €135.8 billion. According to Andersen Consulting, this depends on a stable macroeconomic environment and geopolitical situation. Tourism spending is expected to increase by 7.5% from 2024. Tourism remains vital for Spain's economy, potentially accounting for 15% of GDP and generating 20% of direct and indirect employment in coming decades.

🏖 Veneto ended 2024 with a record-high 21 million arrivals and 73 million overnight stays, up 3.3% and 2.2% respectively. Hotels saw a 1.1% increase in arrivals with stable overnight stays; non-hotel accommodations rose in both arrivals (6.5%) and stays (3.8%). Foreign tourist numbers grew (arrivals +5.9%, stays +4.0%), while domestic tourists decreased (arrivals -1.5%, stays -1.8%). Notable rises in arrivals from Germany (+2.3%), the US (+8.3% in stays), and the UK (+6.3% in stays), while declines were seen from the Netherlands, Switzerland, Czech Republic, and Denmark.

🏖️ In 2024, international tourism witnessed a significant recovery, matching 2019 levels, confirmed by World Travel Monitor® from Ipk International and Itb Berlin. The global outbound travel grew by 13% annually, with notable contributions from the Asian market. Europe and Latin America saw a 9% increase in outbound flows, while North America's grew by 7%. Spain remained the top destination, followed by the USA, with high demand also for Germany, France, Italy, Mexico, Turkey, the UK, and Austria. The business travel sector, driven by Mice, constituted two-thirds of the overall business travel market. Hotels remained the preferred accommodation option, with a rise in direct bookings. Despite rising costs, the desire to travel was unaffected, leading Ipk to predict further travel demand growth in 2025, with travelers seeking quality and experiences.

🚂 Italians rediscover the joy of slow and mindful travel, according to Trainline's "Travel Trend 2025" report, with 88% prioritizing well-being in their travel experience. Mindscapers value the freedom to engage in activities (58%), peaceful landscape views (35%), and a sense of relaxation on the train (16%). Trainline bookings for scenic routes, historical and night trains increased by 17%. Half of Italians chose train over plane, 68% over car in 2024, with a 5% rise in environmental consideration since 2023. Leisure train travel grew from 22% in 2023 to 26% in 2024, with 83% preferring city escapes, 74% scenic train journeys, and 71% international train travel. Young generations, especially Gen Z, prioritize sustainability in mobility.

🎭 Cultural tourism in Italy, according to "Report sul Turismo Culturale 2025" by The Data Appeal Company, maintains excellent performance with a sentiment score of 92/100. Major travel motivations include cultural heritage (43.9%), UNESCO sites (37%), and major cities (31.3%). In 2024, 34.8% of visitors were domestic, followed by Germany (6.8%) and France (6.1%), with couples (45%) and families (29%) comprising the largest groups. Despite a 14% drop in digital footprints, cultural tourism remains robust. The Colosseum and Trevi Fountain are top attractions, with the Leonardo da Vinci Museum in Florence outpacing the Uffizi in digital interest. Italy's cultural offering sentiment score rose to 86/100, with Florence, Rome, and Naples exceeding 90/100. Average rates have increased by 6-7%, indicating sustained tourist demand.

🏨 Two Italian hotels feature among the top ten most booked through the Michelin guide in 2024, avoiding repeat city winners. 11 Howard in SoHo, New York, leads, followed by The Mayfair Townhouse in London and the Pulitzer in Paris with 44 rooms. Fourth is Esme Miami Beach, and fifth, the Barcelona Pulitzer near Plaza Catalunya. Italy's first entry at sixth is Hoxton Roma with 200 rooms; seventh is Venice's Palazzo Experimental. Completing the list are The Line in Washington D.C., Cerulean Tower Tokyu Hotel, and The Hotel June in Los Angeles.

🏕 In 2024, Saudi Arabia welcomed 88,000 visitors from Italy, with the luxury travel segment enhanced by a new Dmc, Roam, which entered the tourism scene in March 2023 in collaboration with Saudi Tourism Authority. Roam offers adventures, hidden gems, and event itineraries, focusing on travel trends connecting Gen Z, Gen Y, and luxury travelers, especially in sports and music tourism. Charles Stephenson, COO of Roam, emphasizes the unique position to meet traveler demands, offering customized travel, VIP guest management, luxury transport, and high-profile concierge services, including the 10-day 'Luxury in Saudi' tour and the Red Sea Yacht Expedition.

???? 🚢 Barcellona port maintained its top rank in 2024, surpassing Civitavecchia by over 190,000 passengers. Marsiglia had a slight passenger decrease, while Palma di Mallorca settled at 1.8 million passengers. Mediterranean's top 20 ports welcomed over 27 million cruisers, a 3% increase from 2023 and 13% from 2019, marking a full recovery and surpassing pre-pandemic levels. Italian ports like Livorno and Messina grew (+35.4%, +17.4% over 2023) and Palermo (+93.3% over 2019). Corfu and Pireo also saw increases (+22.2%, +14.5% over 2023), with Kotor overtaking Dubrovnik with +16.1% growth. Over the past decade, Italy's cruise traffic grew by approximately 30%. In 2024, Italian ports received over 14.2 million passengers, up 3% from 2023, and experienced a dock touches increase of 3.6% (5,127 touches). Lazio and Liguria remained the top regions for cruise traffic, accounting for 46% of passengers and 32% of dockings. Including Sicily and Campania, this share rose to 72% for Italy's total passenger traffic. Forecasts for 2025 predict further

🏖 Felice Casucci, Tourism official of Campania, highlights the potential of "slow tourism" to internationalize lesser-known regional areas, aided by quality brands, such as 'Borghi Salute e Benessere,' 'Praesentia,' and 'Exempla.' Foreign pilgrims, unlike the 64% from North America and Asia who prefer Naples or Amalfi Coast, are targeted, especially those from Northern Europe. An information point at Rome Termini has been set up, and strategies also focus on sea routes. Campania's tourism, back to 22 million visitors as in 2019 (a 2 million increase from 2023), now has 20.1% seeking unique experiences. Average daily lodging expenses are €86 for Italians, €90 for foreigners, peaking at €159 for seniors, with an additional €95 spent on local activities (€182 for seniors).

🏕 Slovenia, 2024: year of record tourism, led by foreign visitors, particularly Italians. Arrivals increased by 6.3% to 6.6 million, with overnight stays reaching 16.85 million, a 4.5% increase. While domestic tourism remained stable compared to 2023, the growth in foreign arrivals and overnight stays was 8.5% and 6.9%, respectively. Emerging markets, such as Poland and the United States, showed significant growth, with double-digit increases from Croatia and Hungary. Italy, accounting for 523,000 arrivals and 10% of the foreign market, saw a 2.6% rise from the previous year. Aljoša Ota, director of the Slovenian Tourist Board, anticipates further growth due to Nova Gorica-Gorizia being the European Capital of Culture in 2025.