Tendenze del mercato

📚 Three 15-minute online sessions are offered by Ota Viaggi’s Massimo Diana to help travel agents effectively sell Mare Italia. The initiative addresses sales challenges due to price increases and time availability, with flexible travel options responding to market demands for varied start days and durations. This approach aims to bring clients back to agencies and combat disintermediation. Explore offers on Ota Viaggi’s website.

🗺 Barcellona, Parigi, e Olbia top Italian summer spots, says eDreams. Beach and island destinations dominate, except London (9th) and Tenerife (10th). Malaga bookings soar by 73%, Casablanca by 67%, and Sharm el Sheikh by 65%. 34% of Italians book 7-13 days, 61% plan trips over three months ahead. French (28%), Spaniards (19%), and Germans (17%) favor Italy, with Rome, Naples, Venice, Olbia, Palermo, and Catania as popular spots.

🌏 Korea is set to surpass pre-COVID tourist records by 2025, with 16.37 million international visitors last year, a 48.4% increase over 2023, nearing 94% of 2019's peak. Projections for the current season range between 17.5 to 18.5 million tourists. Italian visitors saw a significant 33% growth over pre-COVID figures, reaching over 63,400. The Korean wave, driven by food, cosmetics, and pop culture, has shifted tourism beyond traditional routes, aided by daily flights from Milan and Rome.

✈️ World Explorer's Alessandro Simonetti showcases a structured group travel product. Idee per Viaggiare reports a 14% rise in 2025 versus 2024, with trending destinations like China and Japan. Quality Group's revenue grew 11% in the first six months of the year, fueled by small group tours (around 18 people). Cultural travel, especially to Egypt and Turkey, is on the rise, while Mappamondo's Andrea Mele notes concerns about disintermediation due to high prices.

🗺 Italians' summer vacations in 2025 favor the sea (44%), followed by mountains (19%) over cities of art (17%). Travel peaks in July (31%) and August (29%). Family trips dominate (71%), but solo travel (9%) is on the rise. Cars remain the top transport (49%), while hybrid vehicle use is increasing (23%). Traditional lodging choices decrease, with rental apartments rising (24%). Tourism prices up for 76%, influencing 67% to seek budget-friendly options.

🌍 Italians' summer travel plans are dominated by the sea (44%), with a rise in mountain trips (19%) over art cities (17%) in 2025. Most travel in July (31%) and August (29%), with family (71%). Vehicle use highlights: car (49%), plane (28%). Accommodation preferences lean towards hotels (46%), with rented apartments increasing (24%). Activities: outdoor (78%), slow tourism (49%). Price hikes affect travel choices for 76% of respondents.

🏖 Nei primi tre mesi del 2025, l'Unione Europea ha registrato 452,4 milioni di pernottamenti turistici, un calo dello 0,2% rispetto allo stesso periodo del 2024. Gennaio ha visto un aumento del 3,5% con 139 milioni di notti, mentre febbraio e marzo hanno registrato cali dello 0,8% e 2,7% rispettivamente. Il 45,6% dei pernottamenti era di visitatori stranieri, con Malta al 91,2% e Polonia al 18,6% nella quota di ospiti internazionali.

💸 2025, Italy - 51% of Italians planned to spend more on travel, but economic constraints hinder this. 42% plan to spend under 500 euros per person, with budgets declining 10-30% from 2024. Only 24% planned summer trips early; 13% prefer last-minute bookings. Payment methods shift towards digital: 49% use virtual cards, 43% physical cards. 41% vacation abroad; 36% in Italy, with nature destinations favored. Airport lounges interest 51% for future use; 23% use them occasionally.

💸 In Italy, August holidays for two people cost an average of €1,063 by car, nearing €1,200 with air travel to places like Stintino. Costs rose 2.3% from 2024 and 9% from 2023. Accommodation increased 4% this year and 34% since 2020. Cities offer savings, with Florence 15.3% cheaper than 2024. In contrast, mountain vacations surged 16%. Fuel prices dropped by 9.8% from 2024. The Mediterranean travel market grew by 2%, while global destinations saw a 14% rise.

💸 Italian travel agencies are facing challenges as current prices for "Mare Italia" destinations push clients to seek cheaper alternatives. Paola Frigerio of Frigerio Viaggi notes that 70% of initial client requests are for Italy or the Mediterranean, but high prices lead them to cheaper options. Adriano Apicella of Welcome Travel Group explains this is due to dynamic pricing and foreign markets booking earlier. Antimo Russo of Gruppo Bluvacanze suggests a pricing strategy revision for August.