Italy Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2023 Update
GlobalData’s Tourism Source Market Insight: Italy report provides a thorough insight into Italy’s domestic and outbound tourism market. The report looks at the profiles of Italian tourists and summarizes the key reasons that 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 Italian outbound travel market.
Italy Source Tourism Market Dynamics
Post the period of extended lockdown due to the COVID-19 pandemic, travel has increased and is on the journey of recovery. Outbound tourism increased between 2021 and 2022. The most popular purpose of travel for Italians is leisure which accounted for more than 65%, followed by visiting friends and relatives (VFR).
Moreover, Italy’s location and climate during the summer months make it an accessible holiday destination. According to GlobalData the most popular type of holiday choice is sun and beach holidays. Italy has many coastal locations that are available to tourists, also its proximity to neighboring countries such as France and Spain makes it great destinations for international travel that reflects the desire of Italian tourists for sun and beach holidays, as the climate is similar to Italy.
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Italy Source Tourism Market Segments
The key segments in the Italy source tourism market are domestic tourism and outbound tourism. Domestic travel is far more common than international.
Domestic Tourism: In 2021, most of all trips taken by Italians were domestic. More specifically, most of them went for leisure purposes and few of them traveled for VFR purposes. However, there was a slight percentage decrease in domestic travel’s share of total travel in 2022 owing to pent-up demand for international travel being satisfied after the relaxation of travel restrictions. Travel by land has surpassed other modes of transport for cross-country travel in this market. Also, accommodation is the highest domestic tourist expenditure.
Outbound Tourism: For Italian travelers, leisure continues to be the leading purpose for international travel. Travel for leisure increased in 2022 when compared to the previous year as a result post the pandemic, as borders opened, and travel became less complicated, Italians were more inclined to travel abroad.
Italy Source Tourism Market Segments, 2022 (%)
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Italy Source Tourism Market Segmentation by Holiday Types
The types of holidays preferred by tourists from Italy are sun & beach holidays, cultural holidays, city break holidays, visiting friends or family, gastronomical holidays, adventure/sports holidays, multi-stop trip holidays, wellness/medical holidays, cruise, eco holidays, wedding-related holidays, and religious holidays, among others. In 2021, sun and beach holidays were the most popular with Italy tourists.
Italy Source Tourism Market Analysis by Holiday Types, 2021 (%)
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Italy Source Tourism Market Research Overview
| Key Segments | Domestic Tourism and Outbound Tourism |
| Key Holiday Types | Sun & Beach Holidays, Cultural Holidays, City Break Holidays, Visiting Friends or Family, Gastronomical Holidays, Adventure/Sports Holidays, Multi-Stop Trip Holidays, Wellness/Medical Holidays, Cruise, Eco Holidays, Wedding-Related Holidays, and Religious Holidays |
Segments Covered in the Report
Italy Source Tourism Market Segments Outlook (2019-2026)
- Domestic Tourism
- Outbound Tourism
Italy Source Tourism Market Holiday Types (2019-2026)
- Sun & Beach Holidays
- Visiting Friends or Family
- Cruise
- Adventure/Sports Holidays
- City Break Holidays
- Religious Holidays
- Gastronomical Holidays
- Eco Holidays
- Cultural Holidays
- Wellness/Medical Holidays
- Multi-Stop Trip Holidays
- Wedding-Related Holidays
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 Italian outbound travel market.
Key Highlights
Sun and beach holidays are the most popular holiday type amongst Italians, with xx% of survey respondents saying they typically take this type of holiday compared to a world average of xx%.
Recommendations from friends and family are important to Italians’ decision making, with xx% of respondents citing this as a key factor.
Italian spending increased from 2021 to 2022 by xx% domestically and xx% internationally.
The highest domestic spending sector is accommodation (xx%), followed by foodservice (xx%).
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, and main destination markets.
The report explores the different profiles of Italian tourists and the reasons that they travel, hence providing an insight into the trends in different segments of the market. The reader gains a strong understanding of the opportunities in the country, as well as the risks, to support better business decisions.
This report examines the impact of COVID-19 on Italy’s outbound and domestic tourism.
Key Players
Table of Contents
Frequently Asked Questions
The key segments in the Italy source tourism market are domestic tourism and outbound tourism.
Italians rely on land and rail as their mode of transport accounting for 41% of total modes of transportation due to the affordability and accessibility of travel by car, coach, or rail offers.
The types of holidays in the Italy source tourism market are sun & beach holidays, cultural holidays, city break holidays, visiting friends or family, gastronomical holidays, adventure/sports holidays, multi-stop trip holidays, wellness/medical holidays, cruise, eco holidays, wedding-related holidays, and religious holidays, among others.
In 2021, sun and beach holidays were the most popular with Italy tourists.
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