Tourism revenue during Italy’s mid-August holiday week is projected to approach €5 billion, according to a CNA Tourism and Commerce study. The survey indicates favorable weather—a temperate July following June’s heatwave—prompted many Italian vacationers to postpone or shorten holidays, concentrating travel between August 11-18. “The hope now,” emphasizes CNA, “is that tourists extend a season that has so far underperformed.”
Detailed estimates forecast over 5 million overnight tourists generating 15+ million overnight stays. This holiday compression has increased domestic travelers compared to 2022, though foreigners still maintain higher average stays per visitor. Coastal areas, art cities, historic towns, and mountain resorts remain top destinations, with Italians favoring beaches and international visitors preferring cultural sites. Notably, food and wine offerings increasingly influence destination choices.
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