Tendenze del mercato

📈 Business Travel Trend data from Gruppo Uvet with Centro Studi Promotor reveals that from January to November 2025, the Travel Value stands at 104, up 4 points from 2023 and consistent with 2024. Despite a decline in November 2025 (Travel Value of 99, down from 115 in October), the year shows positive trends. Transactions reached a Btt of 99, aligning with 2023 but below 2024's 103. Average spending increased to 106, surpassing 2023 and 2024 levels.

🏨 Il mercato alberghiero europeo crescerà significativamente nel 2026, con un aumento della domanda turistica di 5,6%. Cushman & Wakefield prevede investimenti pari a 27 miliardi di euro. L'offerta di nuovi hotel è limitata da alti costi di costruzione e difficoltà di finanziamento, con una crescita media del 2% nel 2025 e 3,1% nel 2026 in 17 mercati urbani. Lisbona, Manchester, Budapest e Dublino vedranno l'incremento maggiore. I nuovi hotel includeranno il 4,1% di lusso e l'11,1% per soggiorni prolungati.

🛳 Nel 2025, Norwegian Cruise Line ha visto una crescita del mercato italiano del 7% rispetto al 2024. L'85% delle vendite deriva da pacchetti all-inclusive. Le rotte più popolari includono mini-crociere di 4 giorni negli USA e viaggi di 12 o 14 giorni dai Caraibi meridionali al Canale di Panama. Da aprile a novembre 2026, si prevede di riprendere le visite alle navi e organizzare un fam trip.

🌍 Italians in 2025 are favoring smaller towns over big cities, as shown by Loquis, a geolocated travel podcast platform. Cividale del Friuli topped the list, followed by Città Dant’Angelo and Trieste. Pradleves ranked last, highlighting the value of slow tourism. Loquis surpassed 10 million total listens and 2.2 million unique listeners. This trend showcases digital content's role in redistributing tourist traffic to lesser-known locations.

🗺 In 2024, at a Milan event by Love VdA, Liberty House Alps promoted Val d’Aosta for business growth meetings. 30% of demand in Châtillon and Saint-Vincent comes from construction and energy sectors, driven by proximity to Milan and Turin, plus tourists from France and Switzerland. Occupancy rose from 50% in 2022 to 70% in 2025, with 60% Italian visitors and 40% international from Poland, Eastern Europe, UK, USA, China, and Israel. Activities include hot air ballooning and interactive dinners.

✈️ Atene's tourism surge impacts Attica. 29.3 million passengers passed through the city’s airport by October 2025, up 6.4% from 2024, with 20.9 million international travelers. The airport is the main hub for Eastern Mediterranean. 66 surrounding municipalities, known as "Greece in a snapshot," benefit from extended stays, with international arrivals reaching 7.4 million in 2024. Attica features 130 archaeological sites and eight historic islands, enhanced by 197 luxury hotels and award-winning marinas.

🌍 Americans prioritize travel, but economic pressures could reduce international trips by 2026, especially among younger people. According to YouGov's US International Traveler Outlook 2026, 43% traveled less abroad recently, with 28% citing economic uncertainty and 18% noting rising travel costs as barriers. High-income travelers prefer booking flights and accommodations separately, while those with lower budgets lean towards vacation packages. Italy, the UK, France, and Germany face challenges as their perceived value-for-money decreases.

🌎 According to the 2026 US International Traveler Outlook by YouGov, economic pressure and rising travel costs are reducing international travel plans, especially among younger Americans. While 43% of international travelers have traveled less abroad in the past year, 28% cite economic uncertainty, and 18% mention increased travel costs as deterrents. High-income travelers prefer separate bookings for flights and accommodations, whereas budget travelers favor package deals. Italy and other European destinations risk losing American visitors due to perceived declining value.

🌏 In 2026, travelers seek 'slow' experiences amid rapid global changes, with Europe adapting to demand. Christina Gläser highlights Swiss destinations like Laax and Appenzell for serene nature tourism. In Poland, Barbara Minczewa underscores cultural heritage in cities like Warsaw and Lodz. Tehani Mairai notes growing Italian interest in French Polynesia, appealing to diverse ages. The trend reflects a shift towards nature-focused, culturally rich travel experiences.

📈 Italian tourism is booming by the end of 2025! Foreign tourists are up 3.1% with 8.1 million visitors, contributing to a total of 17.6 million presences, according to Assoturismo Confesercenti. Art cities see a 2.7% increase, and mountain destinations grow by 2.3%. Extralberghiero accommodations rise 2.2%. Challenges include high North-South travel costs, impacting Southern destinations. The focus is on leveraging seasonal tourism peaks into lasting opportunities.