The Italian summer will be full of events. According to a report by Enit, from June to September 2024, more than 4,000 concerts, festivals, conferences and sporting events will attract more than 28 million visitors, both at home and abroad. Traditions, roots and identity: above all villages and lesser known, but more authentic and genuine destinations, play an important role. In fact, village festivals and festivals could show a 63.8 percent increase in attendance compared to 2023. In general, 20,000 festivals are held every year in Italy, attracting 48 million visitors, most of them young people (31 percent) and families (45 percent). The two main catalysts are around 290 sporting events with more than 17 million participants and 2,000 musical shows with more than 5 million participants. In addition, concerts classified as medium impact will attract 3.5 million spectators and those classified as high impact will attract around 1 million spectators. Also noteworthy are 800 festivals and 100 exhibitions, capable of attracting 3.7 million and 1.7 million participants respectively. According to Enit estimates, based on data Apex, Istat and Bankitalia, between June and September, airports in Italy are expected to attract around 1.6 million passengers, of which 82.7 percent will be from abroad and 17.3 percent from the country, meaning the proportion of Italians will increase by 4 percentage points compared to the same period in 2023.
Of the top 20 countries analysed, almost 30% of airport users are from Europe. The United States is a high-spending market and the main arrival market, with more than 285,000 passengers (18.3% of the total). It is followed by France, Germany, Spain and the United Kingdom. On average, flights are booked 120 days before departure and the duration of stay is at least 12 nights. “The brightest stars under the blue summer sky are the little-known villages and places, the little villages, where you can experience the most true, sincere and charming Italy, both for Italians and foreigners. In fact, the important figures generated by village festivals and celebrations show that these little gems of our tourism offer are fundamental elements for the entire industry and for strengthening the identity of the “Italian” brand. “Thanks to the synergies made by the ministries, regions and territories in collaboration, through targeted investments such as the provision of resources to small municipalities operating in tourism, this has led to the discovery, rediscovery and appreciation of the so-called ‘minor’, which represent great opportunities for the sustainable development of the tourism sector and the economic prosperity of the country,” commented Tourism Minister Daniela Sant’Anche.
“Sustainable tourism and the valorization of traditions are a perfect combination to support the local economy and attract a younger generation interested in their roots. With more than 800 sports, music and cultural events planned in the region, Italy proves that it has the right tools to diversify travel motivations and attract more foreign tourists, even to the interior and less known regions, where Italian cultural, artistic, culinary and wine traditions are most authentic. This allows for a truly sustainable choice, extending the season and generating economic and job development through tourism,” explains Alessandra Priante, President of Enit. “Summer is a unique opportunity to explore and enhance the richness of the hinterland and offer visitors an authentic experience. From the industrial point of view of tourism, these realities must be taken into account more and more. This will not only make the tourist offer less relevant to the usual seasons, but will also contribute to making Italy the most popular travel destination in the world and will continue to contribute in the future,” comments Ivana Jelinić, CEO of Enit.
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