A new survey by the Salone del Camper shows 65% of Italian camper owners have already planned their summer holidays. The study, conducted via questionnaire, illuminates the travel preferences and emerging 2025 trends compared to 2024. The organization also announced the 16th edition of its fair in Parma, scheduled for September 13-21, 2025.
Key findings indicate Italy’s beaches combined with excursions are the top choice for 46.56% of respondents. Interest in slow-paced, authentic experiences in small villages follows at 15.87%, while mountain adventures appeal to 14.29%. For international travel, Northern Europe remains the preferred destination for longer journeys.
A significant trend points towards longer vacations distributed across the entire summer. Rest, local flavors, and road adventures define these trips: 35% prioritize relaxation, 28% seek tastings of regional products, and 37% pursue authentic traditions and lesser-known destinations to avoid overtourism. Authentic landscapes (65%) and the freedom to explore (35%) are cited as making summer travel unique.
Travel month preferences are evenly spread: June (21.69%), July (22.22%), August (24.87%), and notably September (26.46%), underscoring a shift away from peak-season concentration. Family remains the primary travel companion (58.20%), followed by partners (38.62%). Traveling with pets is rising, reaching 16.40% for summer 2025 compared to 2024.
Camper users typically take trips lasting two weeks or more, emphasizing slow, relaxed discovery of people and places. They utilize both dedicated stopover areas and campsites, with budgets generally ranging from €500 to €1000 per person. Compared to 2024, coastal destinations show dominant preference, alongside growing interest in village exploration and Northern Europe.
The trend towards extended trips distributed throughout summer months aligns with the increasing appeal of outdoor tourism. Italy’s diverse offerings – including walking trails, cycle paths, and digital detox opportunities – position it strongly for travelers seeking alternatives to mass tourism, favoring slow, differentiated experiences.
Supporting this shift, the ScuolaZoo Slow Living Observatory found 89% of young Italians prioritize the need to pause, read, and relax, while 82% feel a strong need for social media and notification-free digital detoxes. Physical activity, nature, silence, sunsets, and yoga are increasingly valued as moments to be experienced slowly. The desire is changing towards higher quality travel experiences focused on sustainability, nature, and authenticity.