Tendenze del mercato

📅 2025: European event tourism grows, with conferences at 29.4%, concerts at 35.3%, and sports events at 21.5%. Italy sees robust MICE growth, alongside Belgium and Germany, with fairs as the fastest-growing segment in Europe, increasing by 6.2%. Overall, event tourism spending rises by 7%, led by the UK, Germany, and France. Belgium's spending surges by 20%. In 2025, sports events account for 41.4% of tourism spending, with food and beverages leading expenditure at 48.4%.

🏨 Marriott International enhances its loyalty program, Marriott Bonvoy, focusing on music, sports, food, and outdoor activities, partnering with Starbucks and offering a private concert in New York with Alex Warren. Phocuswright data reveals 52% of leisure travelers redeemed benefits recently, yet 63% of loyal customers chose alternatives. Hilton updates Hilton Honors with new tiers, teaming up with Explora Journeys. Meanwhile, 1 Hotels and Journey innovate with environmentally focused and independent hotel networks, respectively.

📈 Italy Family Hotels invested €600,000 in 2025, boosting digital activities by 19% to 340,000 requests. Social media followers grew by 38%. A new B2B research report by Thrends was published. In 2026, another €600,000 investment will enhance key areas: 43% digital, 19% management, 18% brand, 18% members, and 5% development. Alessandro Zaffi became president from 2026 to 2029, succeeding Marina Pasquini, with Stefano Cerutti as vice president.

🌍 Veneto, Toscana, Lombardia, Lazio, and Emilia Romagna were among Europe's top 20 most requested regions in 2025, based on an Eurostat survey of online platforms. Short-term accommodation bookings via platforms like Airbnb, Booking.com, and Expedia increased by 8.7% compared to 2024. Andalucia led with 13.3 million nights, followed by Jadranska Hrvatska with 9.6 million, and Ile de France with 9 million nights. Spain and France each had 6 regions, Italy 5, Portugal 2, and Croatia 1.

🍫 Cacao prices soared to $8,402/ton in June 2025, up from $4,443 in early 2024. Despite a drop from January's $10,710 record, consumers in Belgium, Netherlands, Germany, and Italy faced an 18.1% annual price increase. Poor harvests in Ghana and Ivory Coast, along with supply chain issues, hit small farmers hard. Italian chocolate market penetration rose to 93% in 2025, with families averaging 14.2 chocolate purchases annually, spending over €72.

🍷 In 2025, one in three Americans is expected to participate in Dry January, with 15% opting for Damp January. 48% plan to drink less over the year. In Europe, interest among Gen Z is declining; in Italy, abstention dropped from 26% to 16%. The UK sees Dry January as symbolic, shifting towards year-round moderation. This trend is supported by no and low alcohol alternatives, aiming at continuous moderation rather than temporary abstinence.

🍴 Roma vs Milano in 2025: Traditional dishes like Carbonara dominate in Rome, while Milan embraces international flavors, with 50,000 orders analyzed by Foorban. In Rome, top dishes include Lasagne alla Bolognese; in Milan, Tajine di pollo with couscous leads. Foorban's 700 smart fridges across 5 regions serve 70,000 unique clients. AI predicts 2026 trends: soups, balanced single dishes, pasta, plant proteins, and superfoods. Alberto Cavaleri highlights the demand for diverse, nutritious lunch options.

📈 Unioncamere reports a 42% rise in short-term rental businesses in Italy over five years, reaching 44,801 units by September 30, 2025, while traditional hotels decreased by 5.2% to 29,199. Rome, Naples, Milan, and Florence saw notable rental growth, with Naples up 98.1%. Restaurant businesses grew by 2.3% to 159,494, with significant increases in Sicily (+10.5%), Sardinia (+8.3%), and Calabria (+6.0%). The hotel decline was most marked in Lazio (-13.3%) and Marche (-12.9%).

🌎 Omio's 2026 travel trends highlight a shift toward 'secondary' cities over capitals. Featured destinations include Salamanca, Marbella, Monopoli, and Bari. This trend, detailed in Omio's "Report NowNext" with YouGov, reflects travelers seeking affordability, character, and local identity. Veronica Diquattro notes ease of access via multimodal transport as a key factor. Top cities also include Anversa, Dubrovnik, and Annecy, emphasizing a broader European appeal for city breaks.

📅 Circa 6,5 milioni di italiani viaggeranno o proseguiranno le vacanze per il ponte dell’Epifania, con un milione che partirà specificamente in questo periodo, secondo Tecnè per Federalberghi. Il 94,9% resterà in Italia, mentre solo il 5,1% andrà all'estero. Il 34,1% sceglierà hotel o villaggi turistici, il 31,6% B&B e il 13,4% rifugi alpini. Bernabò Bocca sottolinea l'importanza del turismo di prossimità e la soddisfazione per le festività natalizie.