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16 million Italians have decided to go on holiday in July, 3 percent more than at the same time last year. This is what the Coldiretti/Ixe survey revealed on the first weekend of the month, which marks the traditional start of Italy’s mass departures. It is no coincidence that the first seasonal red sticker, according to the transport plan, is scheduled for a Sunday.
The sea is the first choice of holiday destination, ahead of the countryside and natural parks, and it is certainly true that green holidays are the aim of many holidaymakers. And, according to Coldiretti/Ixe, the mountains come before artistic places. One in three Italians (32%) spend their holidays without leaving their region of residence, 29% go abroad, and Europe remains one of the favourite destinations. Hotels and bed & breakfasts are the most used accommodation, 13% make use of a second home and 19% the hospitality of relatives and friends. Farm holidays remain the most chosen holiday solution, thanks to the fact that there are around 26,000 establishments in operation throughout the country.
According to Terranostra and Campagna Amica, there is a demand for more sustainable tourism and many establishments have decided to increase their offer of experiential activities with innovative services aimed at athletes, curious people, environmentalists and lovers of good food.
The farmhouse also offers new cultural activities such as walks, horse riding, cycling and walking, allowing you to discover lesser known regions of Italy through routes immersed in nature, history and tradition.Food is the most important item in an Italian holiday budget, with a third of tourists’ expenditure on food exceeding that on accommodation, driven by the desire to spend time together and have fun.
Coldiretti explains that food and wine tourism is both an exceptional market for local food specialities and a driver of regional development. Indeed, many of the opportunities for economic growth and job creation depend on valorizing the country’s vast historical and cultural heritage of food and wine. Coldiretti explains that one example is the Campagna Amica seal, a biodiversity speciality of the table that was saved from extinction. The new 2024 survey, managed by the Biodiversity Observatory established by the Campagna Amica Scientific Committee, counts 1,650 of them. It is thanks to the commitment of 750 “guardian” farmers surveyed by the Campagna Amica/Terra Nostra network that the heritage of Italian peasant traditions has been able to return to the table. More than half of them (56 percent) are under 40 years old and 15 percent are very young people under 30 years old. Coldiretti concludes that a quarter are certified organic and almost half are located in municipalities that are partly or entirely mountainous.
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