There are 29 million Italians ready to leave for one or more trips between June and September, with a total budget of 1,190 euros per person (10% more than in 2023). The Conf Comercio Tourist Observatory’s traveler confidence index is 72 on a scale of 0 to 100, two points higher than in June 2023 and one point higher than in June 2019 (pre-COVID-19).
Domestic demand is therefore likely to also break records in 2024, a positive trend. Figures that mark the end of a long period in which the relationship between compatriots and vacations was clearly “lukewarm” and far from a good performance of foreign inflows directed to Italy. In any case, it is always necessary to take into account weather variables that may affect vacation plans. As for the months chosen for vacation, Italians spend an average of 750 euros per person in July, 910 in August, which sees the highest incidence of long vacations, and 760 in September. In June, this value was 630 euros.
When asked where they will stay during their trip, the sample answers, on the one hand, typical tourist accommodation such as hotels, holiday villages, campsites and resorts, which are used by more than four in ten Italians overall, with more than half of them staying in hotels. On the other hand, staying in a second home or with friends or relatives is chosen in 14 percent of cases, and 17 percent for longer holidays. However, in the case of B&Bs and short-term rentals, the preference seems to be more related to the duration of the trip: the former is chosen in 22 percent of cases for short holidays, dropping to 13 percent for those of more than seven days. In the latter case, the trend is quite the opposite, ranging from 9 percent for short holidays to 14 percent for longer holidays. During the four months in question, half of the travelers are expected to take several holidays of different durations, and the share of those who choose both domestic and cross-border destinations (34 percent) is remarkable. However, 58% will always remain loyal to Italy, choosing only destinations within the peninsula, while the remaining 8% will only spend their holidays abroad.
Of the destinations chosen for trips between June and September, 24% are seaside destinations, especially for longer holidays, this preference expressed by the interviewed sample reaches 39%. This year, interest in mountainous areas has been rekindled, winning 13% of preferences, slightly surpassing urban and artistic places (both 11%). For the latter, however, Italians are more likely to plan one or two nights in the destination, followed by small villages with 10% of preferences. As for the geography of travel, Trentino Alto Adige strongly boosts the interest of Italians for summer holidays in the mountains, always coming in second only to Tuscany for short and medium trips and to Sardinia and Puglia for longer holidays. As proof of the passion for the sea, in addition to Sardinia and Puglia, Sicily and Emilia-Romagna are also very popular. In addition, Liguria is ideal for short trips and holidays, especially of up to 5 nights. Looking beyond our borders, the panorama of European destinations continues to dominate, with the offers of Greece and Spain especially capturing the attention of our compatriots in the summer, and France much later.
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