More than 18 million Italians will take a holiday in August, according to a tourism survey by Confcommercio’s Observatory in collaboration with SWG. The study forecasts average spending per person at €975, amounting to a total expenditure of €17.6 billion.
Beaches are the top choice for 26% of vacationers, followed by mountains (11%) and nature retreats (11%). City breaks, art destinations, small villages, countryside locations, lakes, and cruises complete the list. Most travellers (68%) will stay within Italy, with 4 out of 10 planning trips outside their home region. International destinations appeal to 32% of respondents, with only 1 in 10 venturing beyond Europe.
The most popular Italian regions are Emilia Romagna, Tuscany, and Trentino Alto Adige, closely followed by Sicily, Puglia, Lazio, Liguria, and Campania. For week-long holidays (which constitute half of all August departures), Emilia Romagna and Trentino Alto Adige lead, with Sardinia ranking next. Spain, France, and Greece top European foreign destinations, while the United States leads for long-haul travel.
Of the 20.2 million planned August departures, half involve trips exceeding seven days. Accommodation choices include tourist facilities (59% overall), with hotels accounting for 22% of stays. Another 15% will stay in second homes or with relatives, 12% in short-term rentals (up to 30 days), supplemented by long-term rentals and farm stays.
“The tourism sector’s contribution to our GDP is poised to grow,” stated Manfred Pinzger, Confcommercio Vice President for Tourism and Attractiveness. “All the conditions are in place: confidence levels are at their highest in six years, August travel is increasing, and September also shows positive prospects. We will support this recovery with appropriate measures.”