Tourism Source Market Insight: Italy (2024)

The 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.

Key Highlights

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

Scope

This report is part of the 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.

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.