The Italy source tourism market 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.

What are the market dynamics in Italy source tourism market?

Italy is in an advantageous position in that it has strong tourism pulls for international inbound visitors which can also be applied to drawing domestic tourists. Leisure is the most popular reason for travel across the board, followed by VFR travel and business. The most desired type of holiday by Italians is sun and beach holidays, followed by city break and cultural trips. In 2021, outbound Italian tourists traveled primarily to France and Spain. Transportation expenditure is an important sector of both domestic and outbound travel for Italian travelers.

What are the key segments in the Italy source tourism market?

The key segments in the Italy source travel market are domestic tourism and outbound tourism. In a country that is a popular destination for overseas tourists, it is no surprise that Italians mostly stay within their own country for holidays. However, domestic travel saw its share of overall trips decrease from 2020 to 2021 due to lessening pandemic restrictions, causing an uptick in predominantly international travel.

Italy tourism market, by segments

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What are the key types of holidays in Italy source tourism market?

The key types of holidays in the Italy source tourism market are sun and beach holidays, city break holidays, cultural holidays, gastronomy holidays, wellness/medical holidays, multi-stop trip holidays, cruise holidays, visiting friends or family, adventure sports, eco holidays, religious holidays, LGBTQIA+, and wedding related holidays.

Italy source tourism market, by types of holiday

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What are the key destinations in the Italy source tourism market?

The top ten destinations for the Italian source tourism market within Europe are France, Spain, Germany, Greece, the UK, Croatia, Slovenia, Hungary, and Portugal. Worldwide, Italian tourists travel to the US, Egypt, China, Brazil, Japan, Mexico, Canada, Argentina, Australia, and South Africa.

Market report scope

This report provides:

• Italy’s travel industry’s progress in 2021 and the projections for the next four years.
• Domestic and outbound flows, spending, the impact of COVID, and the consumer profile of the Italian tourist.
• In-depth analysis of traveler flows, spending patterns, and main destination.

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 Italian outbound and domestic tourism.