Tendenze del mercato

🏖 Spain is on track to hit 100 million tourists in 2025, with a 6% increase in tourism in the first four months compared to last year. Easter saw a 1.2% rise in national tourism and a 4.5% increase in international visits. Joan Molas, president of Mesa del Turismo, anticipates closing the year with 98-99 million international tourists. Key markets include the UK, Germany, France, Italy, and a growing interest from Eastern Europe, Asia, and Latin America. Last year, 90% of tourists concentrated in six regions, accounting for 92% of the €126 billion tourism expenditure, while the rest of the country saw 9.2 million visitors.

✈ easyJet has increased Lombardy's economic output from €72.6 million in 2006 to €892.4 million in 2024, with market share growing from 15 to 94 routes and reaching 18%. The aviation industry's employment has surged from 1,200 to 11,400 workers, paralleled by the training of 8,000 professionals at the Milan Malpensa Training Centre. In 2023, Lombardy's tourism spending hit €1.1 billion. Lorenzo Lagorio, easyJet Italy's country manager, aims for a total capacity of 10 million passengers per year in Lombardy, targeting the 8.5 million residents and 902 municipalities.

💰 According to Mastercard research involving over 15,000 Europeans, 51% of Italians plan to spend over 1,000 euros on travel and tourism focused on experiences in 2025. Top desired activities include gastronomy (85%) and cultural events (84%). In Italy, 90% prioritize travel, exceeding the European average (89%). Gen Z leads experiential spending, with 43% aiming for at least two significant experiences. Motivations: 47% for lasting memories, 41% for new perspectives, and 34% for sharing emotions. Most prefer experiencing with family (51%), partner (49%), or friends (33%). Italians are cutting non-essential expenses: 36% on fashion, 31% on tech. Experiential spending remains key in 2025, driven by global events such as the Uefa Champions League, the Cannes Festival, and the Venice Film Festival.

☕ Nespresso enriches its Creations Professional range with "Amaretti Decaffeinato," a decaffeinated coffee blend with natural flavors inspired by Italian amaretti biscuits. Made with decaffeinated Arabica beans from Brazil and Colombia, it can be enjoyed as an Espresso (40 ml) or Lungo (110 ml), with or without milk or plant-based drinks, served cold with ice, or used in pastries and ice cream. "Amaretti Decaffeinato" joins Nespresso's Professional line and will be available from April 22, 2025, through Nespresso Professional e-commerce, customer service, and direct and indirect sales channels.

🍷 OIV's "State of the World Vine and Wine Sector in 2024: Adaptation & Cooperation" revealed a global vineyard contraction to 7.1 million hectares (-0.6% from 2023), with wine production down to 225.8 million hectoliters (-4.8% from 2023). Wine consumption hit a low at 214.2 million hectoliters (-3.3%), while international trade held steady with a minor decrease in exports by 0.1% in volume and 0.3% in value. Italy led in exported volumes (21.7 million hectoliters) and France in value (€11.7 billion).

🏖️ Italians and international tourists' preferred Easter vacation destinations revealed. Rome tops the list for foreigners, followed by Milan, Venice, Florence, and Naples. Main reference markets include France, Netherlands, and Switzerland, with searches up by triple digits from last year. For domestic travel, Italians favor Naples, Rome, and Florence, while Catania leads in domestic flight searches. Family-friendly destinations Rimini and Riccione see a surge (+729% and +879% year-on-year). Abroad, Paris, Barcelona, London, and Amsterdam are popular, with rising interest in Sharm el Sheikh, New York, and Dubai. Italian family searches for Sharm el Sheikh flights soared by 628%.

🏨 Perdormire Hotel distinguishes itself with a wide range of headboards, daybeds, and chairs in various styles and sizes, offering customization that reflects a hotel's unique atmosphere through furniture design and material choices. It introduces Nova and Soft engraved fabrics, with Nova combining leather and fabric qualities in over fifty color variants and four patterns—Nima, Norma, Nicole, Nancy—and Soft reminiscent of velvet, available in over fifty shades and four designs—Sophie, Sally, Siria, Sara. Quality and safety of textiles are guaranteed, as all fabrics are fireproof.

🚲 Italian cycle tourism grew in 2024, with 89 million presences (+54% from 2023) and an economic impact of nearly 9.8 billion euros. The demographic is over 10% of all tourists, with nearly half being millennials aged 30-44. Over 50% have at least a medium-high economic status. Key growth factors include private entrepreneurship rather than systemic policy. Recommendations for further growth include increasing safety, investing in the National System of Tourist Cycle Paths, and standardizing cycle guide regulations. The average cycle tourist is between 30-44 years old (47.7%), with generation X (45-60 years old) making up 35.4%. More than 1 in 3 travel as couples (36.7%), 31.1% alone, and 27.5% with friends. Internet influences 63.1% of tourists in planning, with 79.9% using online information for decisions. The main attraction is cultural heritage (44.6%), followed by accessibility (33.1%) and relaxation (30.7%). Spending on accommodation remained stable from 2023, while foreign tourist spending rose (€132 in 2024 vs €104 in 2023). Hotels (53.1%) and B&Bs (19.5%) are preferred accommodations. Experience ratings range from 7 to 8 out of 10, with food quality and local hospitality

🏖️ eDreams data shows 65% of Italians planned their trips more than 3 months ahead. Nearly half (47%) prefer short 3/4-day trips, while 41% extend their stay to 5-13 days, combining holidays. Incoming tourists are mainly French, Spanish, and Germans, favoring cities like Rome and Venice. For Easter, Italians choose major European cities, with a shift towards milder climates like Malaga, Cairo, and Sharm el-Sheikh. 50% book 31-60 days in advance, 58% prefer 3/4-day stays, while 29% go for 5/6 days. French (29%), Spanish (19%), and Germans (18%) prefer Italian art cities, with booking increases of 40% and 18% respectively from the previous year. For the Liberation Day holiday, city breaks lead, with Istanbul and New York as long-distance choices. Barcelona, London, and Paris are top picks, joined by Ibiza, Istanbul, and New York. 43% plan 31-60 days ahead, while 58% book even sooner. Most (42%) go for 3-day breaks, 31% opt for 2-day escapes, and 27% extend to 4/5 days. For May Day, popular destinations include coastal cities like Catania and Sharm el-Sheikh. Over 64% of

🏕 Rome's Giubileo fails to attract the expected tourist boom; December and January show no growth, even falling below previous year's numbers, according to Giuseppe Roscioli, president of Federalberghi Roma. Enit's president, Alessandra Priante, echoes similar sentiments, citing excessive expectations may have caused panic. The event's low turnout mirrors the Paris Olympics, suggesting a shift in tourism dynamics with destinations now choosing to select rather than attract tourists amidst overcrowding and travel demand spikes post-pandemic.