The summer of 2024 in Italy is expected to be positive, with around 215 million tourist visits in the country, marking a 1.6% increase compared to 2023. This is according to the analysis by Fipe-Confcommercio, the Italian Federation of Public Establishments, for the summer season of 2024. The main driver of this growth continues to be foreign tourism, which is expected to increase by 4% compared to the previous year, while domestic tourism will see a slight decline of 0.8%.
Increased tourist spending in 2024
For the summer quarter (June-August 2024), total tourist spending is estimated at €62 billion. Of this, around €11.7 billion will be spent by tourists on eating out. August is anticipated to be a significant boost for the summer season, with over 84 million visitors expected and total tourist spending of €24 billion. Tourists are expected to spend approximately €4.8 billion this month on breakfasts, lunches, dinners, aperitifs, sweets, and ice creams.
Italy's attractiveness and strong tourism system
"The data on summer 2024 confirms the strength of the Italian tourism system," says Luciano Sbraga, director of the Fipe Research Centre. "Despite an economic cycle in slowdown and a geopolitical context that remains complicated, the extraordinary attractiveness of the country and the quality of services in Italy allow the tourism economy to take a further step forward and thus contribute positively to GDP growth again this year. Some signs of uncertainty come from domestic tourism, which in the first months of the year shows a negative trend that should, however, ease during the summer months."
Pre and post-pandemic holiday habits
Looking more deeply at the structural changes between pre and post-pandemic holiday habits of Italians, the analysis notes an increase in long holidays (4 or more nights), which in 2023 accounted for 59.4% of the total compared to 55.6% in 2019. Short trips (1-3 nights) decreased to 40.6%, from 44.4% pre-pandemic. Summer holidays are on the rise: in the overall context of a decline in holidays, the proportion of summer trips in the annual total rises to 45% (from 41.8% in 2019) and overnight stays to 61% (from 57.6%). Thus, summer consolidates its role as the preferred period for Italians to take a holiday.
Italy's appeal is increasing:
- 79.3% of Italians' holiday trips are to an Italian destination, a figure that has grown from 76.3% in 2019.
- The attractiveness of the North (+2%) and the South (+2.2%) is also rising.
- DIY bookings are on the rise: accommodation is directly booked by the tourist in 73.8% of holiday trips where the accommodation is booked (it was 45.4% in 2019).
- Online booking is increasing: in 70.6% of Italians' holiday trips, accommodation is booked online, compared to 59.6% in 2019. The internet allows tourists to independently gather all necessary information, compare prices, and identify the best opportunities on the market.