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🏖️ At the Fiavet conference, held at the THotel in Lamezia Terme, Italy, around 150 travel agents and federation delegates discussed root tourism, cultural identity, AI, and technology for data marketing. Letizia Sinisi noted that root tourism is a significant business with 60-80 million Italian emigrant descendants worldwide, yet only a small percentage is tapped due to lack of specialized commercial structures. Recent data shows a 59.4% increase in travelers (9.9 million), a 59% increase in expenditure (€6.7 billion), and a 29.7% increase in overnight stays (78.6 million) related to root tourism. AI was presented as a time-saving tool for tourism businesses, and success stories of digital promotion were shared by Daniele Manetti from Sojern. Partners of Fiavet also contributed to the discussion.

💰 In Italy, short-term rentals are defined as contracts not exceeding 30 days. Two tax regimes are available: the Flat Tax (Cedolare Secca) with 21% on the first rental property and 26% from 2024 for additional properties, and the progressive IRPEF tax based on personal income ranges from 23% to 43%. The IRPEF regime allows deductions for property expenses, operational costs, and furnishings. Hosts must also collect tourist taxes, report guest information via Alloggiati Web, and may require VAT registration if operating as a business. Chekin offers automation tools for tax compliance and reducing administrative burdens.

🏨 Penisola Iberica, Italia, and Francia are leading destinations for hotel investments in Europe, with Madrid, Barcelona, and Rome being the most attractive cities. Prague (+14%), Munich (+8%), Milan (+4%), and Edinburgh (+4%) saw significant interest growth from the previous year. From 2019, investors have allocated over €16 billion in the sector. In 2025, 70% expect hotel price increases due to lower capital costs and increasing demand. Italy, with over €2 billion invested in 2024, ranks among the top four European countries. Preliminary data for Q1 2025 show a positive trend, possibly marking the best first quarter in 20 years with over €500 million in volumes. Investment strategies focus on value-add assets, with Rome and Milan being highly sought after. A "green premium" is expected for hotels with top ESG certifications, with investors willing to pay up to 5% more. Construction costs present a primary challenge, with 65% of investors concerned about geopolitical and macroeconomic risks.

🏖️ American Express survey reveals 59% of respondents plan 1-3 international trips and 74% aim for 1-3 domestic vacations this year. Millennial and Gen Z travelers prioritize meaningful trips, with 81% favoring family-focused destinations. Over half of Millennial and Gen Z parents plan to vacation with extended family, compared to under one-third of Gen X and baby boomer parents. Quality time is a key motive for 89%, while 83% of younger generations find AI helpful for booking, versus 64% of older cohorts.

🏖️ In Rome, foreign tourist presence grew by 9% during the Christmas holidays and January 2024, with Lazio also seeing an 8.7% increase. Easter is expected to bring record-breaking tourism in April, as room occupancy rates in January already exceeded half the available capacity for the Easter and spring holiday period. Six million nights have already been booked on Airbnb for stays between March and June, according to Isnart's reprocessing of AirDnA data.

🏩 Gruppo UNA, now UNA Italian Hospitality, rebrands to emphasize authentic Italian hospitality. The group's 66% revenue comes from international guests. Collections split into 20 upper-upscale "UNA Esperienze" and versatile "UNA Hotels". New website launched for enhanced user experience. Financials: 7% revenue increase in 2024 over 2023, occupancy over 76%, growth in ADR and RevPAR. Italian hotel market set to expand with 25,000 new chain hotel rooms by 2025, possibly surpassing pre-pandemic levels by 2024.

🏢 The Tax Free market in Italy saw a 20% growth with a CAGR of 6.6% from 2019-2024. The USA leads Tax Free spending in Italy at 25%, followed by China (11%) and Gulf countries (10%). (U)HNWIs, making up 3% of shoppers, account for 30% of Italy's Tax Free expenditure. Italy welcomed approximately 152 million travelers in 2024, with international tourist inflows rising about 3% compared to 2023. Italy's offline retail market is valued at 240 billion euros, with 53 billion euros in sectors such as Fashion, Perfumes, Shoes, Leather, and Jewelry. In 2024, Milan confirmed Italy as a top EU shopping destination, with Tax Free spending by non-EU visitors growing 15%, influenced by the new 70 euro minimum spending threshold. Key growth was seen from Turkish (+39%) and Chinese (+35%) shoppers. Ready-to-wear accounted for 34% of spending, with an average spend per shopper of 1,200 euros. Global Blue's "Trend&Insight 2025" event, hosted in Milan on March 25, 2025, in partnership with Fashion Magazine, highlighted these insights.

🏨 Gruppo UNA rebrands to UNA Italian Hospitality to strengthen its position as a symbol of authentic Italian hospitality. Amid rumors of a possible sale by Unipol, the company focuses on two collections: UNA Esperienze (upper-upscale) and UNA Hotels (upscale). CEO Giorgio Marchegiani highlights the group's growth, with two-thirds of revenue from international guests. A revamped website, www.unaitalianhospitality.com, developed with Unipol's Digital Experience team, features improved booking and enhanced MICE segment interaction. Financially, the group saw a 7% revenue increase in 2024 over 2023, EBITDA growth, over 76% occupancy, and higher ADR and RevPAR year-over-year.

🏦 International visitors in Italy spent 240 billion euros, with one in five purchases made by foreign travel shoppers. The report by Global Blue and Deloitte, "Travelers' Retail Market Italy," shows foreign travelers to Italy demonstrate higher economic vitality (+5.6% Europeans, +3% non-Europeans) compared to local demand (+0.4% Italians), particularly in discretionary shopping: 24 billion euros in fashion & clothing, 11 billion in perfume & cosmetics, 7 billion in leather goods & bags, and 6 billion in watches & jewelry. In 2024, international tourists' total spending in Italy, excluding accommodation, is estimated at 54 billion euros, a 5% increase from 2023. Shopping accounts for 26% of this spending, up 10.6% from 2023. The correlation between tourism, shopping, and Italian exports is notable, with 30% of fashion & clothing exports to the USA corresponding to 48% of targeted spending by American tourists in Italy.

🏠 International visitors' spending in Italy represents a key growth factor for the domestic offline retail market, with one in five purchases (worth 240 billion euros total) made by foreign travel shoppers, who demonstrate a higher economic vitality than domestic consumers (+5.6% for Europeans, +3% for non-Europeans, vs. 0.4% for Italians). These travelers favor discretionary shopping in sectors like fashion & clothing (24 billion euros), perfume & cosmetics (11 billion), leather goods & bags (7 billion), and watches & jewelry (6 billion). In 2024, excluding accommodation costs, tourists' total spending is estimated at approximately 54 billion euros, a 5% increase from 2023, with 26% attributed to shopping, up by 10.6% from 2023. There's a significant correlation between tourism influx, shopping expenditure, and Italian exports, exemplified by the 30% of fashion & clothing exports to the US, corresponding to 48% of targeted spending in Italy by American tourists.