The winning summer - 36.1 million Italians on the road

Tourism is characterized by a plus sign, bringing wealth to the country and showing signs of major changes: this summer 2025's success has proven positive, with 36.1 million Italians traveling, generating a turnover of €41.3 billion, a growth of ’1.7% compared to the same period last year.

The figures are those found in the Tecnè survey conducted for Federalberghi. Never before has it been more striking than this year that the different choices among travelers are different. Currently, fewer adults and more children will move around, characterizing the family dimension of the summer holiday. Furthermore, in the highest “high” season, holiday time extends from June to September, with an increase in departures in the so-called “peripheral” months and a consequent natural seasonalization of tourist demand. Ultimately, the “typical vacation” shortens – from 10.3 to 10 days on average – but multiplies in terms of frequency. This defines a type of tourist who changes their lifestyle and redesigns their leisure spaces to their own measure, fragmenting them according to a completely personal strategy focused on greater attention to their own well-being.

According to the survey, holidays are not limited to August, though it remains the main month for summer holidays. This time, the growth recorded compared to 2024 is more related to the quality of spending than to the length of stay. The most popular destinations will still be seaside ones. However, the study highlights a greater influence on the choice of naturalistic and less crowded destinations, demonstrating Italians' ever-increasing sensitivity to natural beauty, the environment, and tranquility.

In all this, Italy still confirms itself as the queen of favorite destinations, with 88% of preferences. The remaining 12% concern those who will travel abroad and who, again, will opt mainly for seaside resorts.

“August loses centrality, while June and September grow – declared the president of Federalberghi, Bernabò Bocca, commenting on the survey – This is a very positive sign, a distributed, more sustainable and more accessible tourism is emerging. This is a great opportunity to strengthen employment and profitability in the sector throughout the year.”

“Faced with this scenario, I believe it can be said that we are witnessing a great change – Bocca continued – Today tourists are not just looking for accommodation, but an emotion to cherish. Spending is no longer focused solely on overnight stays, but is distributed across the entire supply chain, including restaurants, culture, crafts, and wellness. This is precisely a structural transformation that makes the sector a widespread activator of economic and social value”.

“However – concluded the president of Italian hoteliers – our investigation reveals that a portion of Italians will not go on holiday for economic reasons. It is a fact that cannot leave us indifferent and that pushes us to work towards more accessible tourism, that is, capable of offering opportunities for well-being for all”.

HOW MANY ON HOLIDAY – 36.1 million Italians will spend a holiday period away from home between June and September, including 25.4 million adults and 10.7 million minors.

FOR HOW LONG – One third of holidaymakers (33.6%) will take more than one holiday period beyond the main one: of these 41.3% will take at least one other leisure period; 31.4% will take two and 17.5% will take three holiday periods between June and September, confirming the trend, already underway for some time, of dividing summer holidays into several segments.

FAVORITE DESTINATIONS – Italy remains the decidedly favorite destination: 9 out of 10 Italians - l’88% - will choose to stay in Italy while 12% will choose foreign destinations, preferring the sea in foreign countries near Italy (57.0%), large European capitals (16.4%) and tropical seas or exotic locations (10.7%).   Among the most popular regions in Italy will be: Tuscany, Emilia-Romagna, Sicily, Puglia, Lombardy, Campania and Sardinia. 76.9% will opt for the sea, 16% will prefer mountains, lakes and spa resorts, while the remaining 4.2% will choose art and culture resorts.

AVERAGE SPENDING AND TURNOVER – The main holiday will last an average of 10 days and will cost as a whole (including travel, food, accommodation and entertainment) 888 per person (about 89 euros per day). Further holidays are more limited in terms of duration: on average 4.4 days for a total cost of 518 euros (about 117 euros per day). The volume of business will be 41.3 billion. June will contribute around 11 billion, July 12.4 billion, August 15.9 billion and September 2 billion.

DISTRIBUTION OF SPENDING – Holiday spending is spread across all components of the tourism supply chain. 28.7% of vacationers' budgets go to meals (breakfasts, lunches, and dinners), 23.6% to overnight stays, 21.1% to travel expenses, l’11.2% to shopping, and 15.4% to all other expenses (fun, excursions, and outings).

WHERE TO SLEEP – Among the types of stay chosen by Italians to spend their holidays, after the home of relatives and friends (28.8%) there is a close preference for hotels (26.3%). Next came the home ownership (11.9%), B&Bs (7.7%), camping (7.0%), short-term rentals (5.3%), residences (4.9%) and tourist villages (4%).

BOOKING – 46.3% will book their stay directly with the property or through its website. 3 out of 4 Italians (75.6%) booked one to two months in advance.

MOST POPULAR MONTHS – Flows see 15.7 million holidaymakers in June, 16.1 million in July, 17.5 million in August, and 4.7 million in September. August, therefore, confirms itself, in the view of Italians, as the leading month for planning a holiday.

CHOICE OF DESTINATION – To choose a holiday resort, Italians are guided primarily by the natural beauty of the place (66.8%); sometimes by the desire to habitually rediscover the same contexts (33.2%) or by the ease of reaching them (26.5%). In 21.6% of cases, it is the fun that the location offers that influences the choice.

HOLIDAY ACTIVITIES – During their holidays, Italians will mainly dedicate themselves to walks (72.3%), evenings with friends (51.2%), excursions and trips to get to know the area (47.8%), and pastries at restaurants (44%).

TRAVEL – Two out of three holidaymakers (66.6%) will use their car to reach their destination. 20.7% will travel by air and 4.4% by train.

STAY-AT-HOME – 49.2% of the population will not take holidays between June and September. Staying at home mainly due to lack of liquidity (54.8%), health reasons (24.5%), and family reasons (23.9%). 7.8% will go on holiday in another period.

The survey was carried out by Tecnè srl between 14 and 19 July, interviewing a sample of 4,028 Italians over 18 using the mixed mode system, including pati (53%), cami (12%), and cawi (35%). Probabilistic sample, representative of the adult population residing in Italy, stratified by region and demographic size class of municipalities. Control variables: age class, educational qualification, and occupation.

Article from: NEWS.FEDERALBERGHI.IT