Italy Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2026 Update
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GlobalData’s Tourism Source Market Insight: Italy report provides a thorough insight into the Italy's domestic and outbound tourism market. The report looks at the profiles of Italian tourists and summarizes the key reasons why they travel. The report offers an in-depth analysis of traveler flows, spending patterns, main destination markets and current and future opportunities for tourism businesses seeking to tap into the Italy's outbound travel market.
Scope
This report is part of GlobalData's Source Market Insights Series. This report provides an in-depth analysis of traveler flows, spending patterns, main destination markets, as well as current and future opportunities for tourism businesses seeking to tap into the 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 clear insight into developments in Italy's regional and outbound tourism markets. The report uses data and analysis to discuss future trends related to domestic trips, international departures, traveler spending, Source Market attractive index and main destination markets.
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