TOP NEWS

🏖 Italy is set to welcome at least 10 million vacationers from April 30 to May 4, with business generated surpassing 4 billion euros. Minister of Tourism Daniela Santanchè notes the positive tourism conditions. Of these vacationers, at least 6 million will stay overnight, including 2.5 million international tourists, mainly from the USA, Central Europe, the UK, and Asia, averaging three nights, with foreigners staying four. Additionally, 600,000 visits are expected in 26,000 agritourisms, highlighting Italy's authentic culinary tradition.

🏖 The Italian Ministry of Tourism allocated €5,913,416 to the Abruzzo region as part of 'Montagna Italia' project for the enhancement of mountain territories. Minister Daniela Santanchè aims to strengthen the Italian mountain system by fostering local entrepreneurship, networking among tourism businesses, public-private partnerships, promotion of local products, experiential tourism, and leveraging the Tourism Digital Hub. Three projects benefitting from this funding include 'Abruzzo E-Quality Experience', 'Lago di Barrea. Esperienze tra natura e benessere', and 'IN Abruzzo – Comunità Accoglienti d'Abruzzo', targeting tourism development, community hospitality, and economic sustainability.

🏠 Italy ranked 3rd (26%) in luxury travel preferences for 2025, according to Condé Nast Johansens' annual survey, behind the UK (50%) and Spain (30%). France and Portugal followed at 25% and 16%, respectively. The average consumer income is £73,000 with £6,900 spent on holidays, primarily aged between 55-64 (32%) and over 65 (34%), with women comprising 65% of respondents. 91% plan to travel abroad favoring 7-9 night stays (37%), city breaks (69%), beach holidays (58%), and countryside retreats (51%). Interests include good food and drink (76%), outdoor activities (55%), art and culture (48%), and wellness (44%). Luxury travelers prefer boutique hotels and resorts (60%), valuing comfortable beds (72%), breakfast included (69%), and quality dining options (60%). Wellness-focused travelers desire indoor pools (81%), hot tubs (73%), and saunas (68%). Influencers impact 21% of booking decisions, with Instagram (69%), Facebook (48%), and TikTok (22%) as top platforms for inspiration. Active engagement includes posting about accommodations (36%), tagging them (30%), writing reviews (27%), and sharing links or stories (22%). Events interest 63% of respondents with high demand for afternoon teas (38%) and wine tastings (33%). Paris

📊 Telepass commissioned Seed Digital for a web search analysis, identifying spring break travel trends for April 25 and May 1, 2025. Comparison between June 2023-March 2024 and June 2024-March 2025 showed a 7% increase in searches, surpassing one million. Italian destinations dominated with 87%, Sicily (47%) being the top region, and Ischia (21%) the most searched location. Air travel searches comprised 49%, with a nearly 50% peak between January-March, followed by "cruise" searches at 39%. Italians focus on "offers" (over 55,000 searches) and "travel ideas" (over 51,000).

🍷 "Paestum Wine Fest Business" 2025 edition set for May 4-6, in Capaccio Paestum, Salerno. Organized by Alessandro Rossi, the event signals an important dialogue between Campania's institutions. Felice Casucci and Nicola Caputo, regional assessors, highlighted the festival's role in promoting tourism and the integration of the wine sector with the territory. The event features an international presence, including sommeliers from 34 Michelin-starred entities, a focus on the younger generation, digital innovation, and the intersection of wine and culture. Angelo Zarra, anticipating the 14th edition, emphasizes a culture-driven movement and an improved festival experience.

🌍 Francesca Lorusso of Shiruq has seen a surge in Italian traveler interest in cultural experiences, with North Africa tours in Tunisia, Algeria, and Morocco, and Uzbekistan drawing excitement. Positive market trends indicate a strong demand for cultural experiences, with agencies increasingly offering such products. Upcoming seasons forecast sustained interest in Vietnam, Cambodia, and rising bookings for China. Exclusive summer itineraries include a 12-day Caucasus tour departing August 3, and trips to the Baltic states and Greenland, starting July 16 and August 21, respectively.

🏕 Club del Sole, an Italian open-air tourism brand, is expanding with a development plan featuring four new product categories: Easy Camping Village, Family Collection, Family Resort, and Boutique Resort. In 2024, the company welcomed minority investments from The Equity Club and Aurora Growth Capital, added six new villages, and acquired Roseto degli Abruzzi Easy Camping Village, reaching a total of 27 properties. It closed 2024 with over €110 million in revenue (a 10% increase from 2023), a 30% EBITDA margin, and 3.2 million overnight stays. For 2025, they forecast €130 million in revenue, over €40 million in EBITDA, and plan a €50 million investment. From 2026 to 2028, the group will invest over €167 million, aiming to exceed €170 million in revenue and achieve an EBITDA margin above 35%.

📈 The Perfect Profit Roadshow 2025 addressed key operational and commercial challenges in the hotel industry, offering solutions like online check-in/out, automated proposal handling, AI-based guest communication, system-driven rate automation, and integrated upselling. Chatbots can respond to 100% of routine guest inquiries. Digitization streamlines CRM use, enabling targeted communication and data-driven strategies. WhatsApp campaigns can yield up to 12x more revenue per campaign. Direct bookings are essential for profitability and customer relationship ownership. Dynamic, data-driven revenue management is emphasized, with a focus on market intelligence and real-time data. Peer exchange is highlighted as crucial for innovation and success. The next Roadshow will include new topics and opportunities for industry dialogue. Pre-registration is upcoming with limited spaces.

🏖 Italy expects 38 million international presences in 2025, a 1% increase from 2024, while domestic presences are projected to decrease by 2% to 29.7 million. The overall tourism presence is set to reach 67.7 million, generating a direct expenditure of €4.97 billion, nearly doubling to €8.85 billion when including indirect spending. The North-East and North-West regions are anticipated to show more dynamic performances.

🏖 From April 19 (Holy Saturday) to May 4 (Sunday), the tourism business in Italy is expected to generate over €9 billion, despite weather forecasts not deterring domestic or international travelers. Over 20 million people are anticipated to travel for leisure, with 12 million staying in hotels or similar accommodations, including 5 million foreign tourists. The data is based on research by Cna Turismo e Commercio.