Italy Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2024 Update

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Italy Source Tourism Report Overview

The total outbound trips in Italy surpassed pre-pandemic levels, increasing to 35.22 million in 2023. The strong desire to travel and experience new things post the easing of pandemic-related travel restrictions; the reduction in travel costs by low-cost airlines; and the growing disposable incomes of younger passengers are contributing to this development. The projected compound annual growth rate (CAGR) for international departures is more than 6% for 2023-2027.

The Italy source tourism market research report provides an in-depth analysis of source markets and infrastructure developments. The report also offers a comprehensive understanding of Italy’s source tourism market dynamics through opportunities and challenges analysis. Furthermore, a detailed evaluation of the types of travelers will help in understanding the propensity of the demand side.

Key Segments ·        Domestic Tourism

·        Outbound Tourism

Key Tourism Types ·        Sun and Beach Holidays

·        Visiting Friends or Family

·        City Break Holidays

·        Cultural Holidays

·        Adventure/Sport Holidays

·        Gastronomical Holidays

·        Multi-Stop Trip Holidays

·        Eco Holidays

·        Cruise

·        Wellness/Medical Holidays

·        Religious Holidays

·        Wedding Related Holidays

·        LGBTQIA+

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Italy Source Tourism Market Segmentation by Segments

Domestic tourism led the Italian source tourism market in 2023

The key segments included in the Italy source tourism sector are domestic tourism and outbound tourism. Italy’s domestic travel witnessed a noticeable recovery in 2022 post the pandemic, and the growth continued until 2023. The revenue growth in the market was majorly from the accommodation, foodservice, and retail sectors. The forecast period growth in domestic tourism expenditure across all sectors is primarily attributed to the lifting of travel restrictions, proactive health and safety measures by the government to protect against future health crises, and the rising demand to travel for leisure as well as to visit friends and relatives.

On the other hand, outbound tourism expenditure in Italy reached its pre-pandemic level in 2023. This showcases a growing demand for outbound travel, largely attributed to the reopening of the borders and the resurgence of leisure travel.

Italy Source Tourism Market Analysis by Segments, 2023 (%)

Italy Source Tourism Market Analysis by Segments, 2023 (%)

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Italy Source Tourism Market Segmentation by Types

Sun and beach holidays were the most preferred holiday type for Italian travelers in 2021

Sun and beach, visiting friends or family (VFR), city break, culture, and adventure/sport are a few of the common tourism types in the Italy tourism market. The sun and beach vacation type held the highest market share among the tourism types in 2021. Domestically, Italy has many attractive sun and beach destinations such as Sardinia, the Neapolitan Riviera, Sicily, Rimini, and Puglia, making it a popular choice for holidaymakers looking for a summer destination.

City break has become the second most preferred holiday type during the year as popular tourist destinations such as Florence, Naples, Perugia, Siena, Bergamo, and others allow visitors to explore ancient ruins, admire beautiful architecture, and learn about the country’s fascinating and millennia-long culture in the many museums along with multi-cuisine food.

Italy Source Tourism Market Analysis by Tourism Types, 2021 (%)

Italy Source Tourism Market Analysis by Tourism Types, 2021 (%)

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Italy Source Tourism - Opportunities and Challenges

Growth in the Italian tourism sector can be attributed to the developing tourism infrastructure, good transport links, and favorable summer climate. It would be more reliable to focus on domestic tourism, as the industry can make a quick recovery at times of uncertainty and international country restrictions. Moreover, government measures in countries such as France and Greece to control over-tourism will be a great opportunity for other countries to develop their tourism industry by developing tourism infrastructure.

The rising cost of living will challenge the growth of the tourism sector in Italy as it is likely to influence the purchase decisions of travelers. Additionally, the increased threat of terrorism to Italian outbound tourists affects travel conditions, visitor numbers, and media portrayals of the region. Thus, destinations need to place safety as a top priority, highlight their internal stability, expand their tourist attractions, and encourage collaboration among neighboring regions.

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This report is part of GlobalData’s Source Market Insights Series. It provides an in-depth analysis of traveler flows, spending patterns, and main destination markets. The report also covers current and future opportunities for tourism businesses seeking to tap into the Italy outbound travel market.

Key Highlights

According to GlobalData’s Q3 2021 consumer survey, 61% of Italian respondents preferred sun and beach holidays, which is higher than the global preference (57%).

According to GlobalData’s Q3 2021 consumer survey, recommendations from friends and family are a major influence on decisions made by Italian travelers when choosing their holiday destination. Around 42% of Italians prefer to take holiday destination decisions based on recommendations. However, this is 5% lower than the global respondents.

According to GlobalData’s Q4 2021 consumer survey, 34% of Italian respondents said that they choose online travel agents (OTAs) to book their holidays, which is higher than the global average (24%).

According to GlobalData, the major purpose of outbound travel is leisure, which stood at 23.19 million trips during 2023, which was an increase of 32.14% compared to 2022 and contributed 65.8% of overall outbound trips.

Reasons to Buy

This report provides:

  • Get detailed insights into developments in Italy’s regional and outbound tourism markets.
  • Get in-depth analysis of trends related to domestic trips, international departures, traveler spending, and main destination markets with data.
  • Understand the profiles of Italian tourists and the reasons for their travel, hence, providing an insight into the trends in different segments of the market.
  • Interpret opportunities in the country, as well as the risks, to support better business decisions
  • Gauge the impact of COVID-19 on Italy’s outbound and domestic tourism.

ITA Airways

Table of Contents


Italian Tourist Profile

Covid-19 Impact

Domestic Tourism

Outbound Tourism

Main and Developing Destination Markets



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