A Deep Dive into Italian Tourist Behavior and Booking Trends

Italians love to travel. They love to experience new places, try delicious food, and immerse themselves in local culture. That makes the Italian travel market an essential market to invest time and resources into. In 2023, the number of Italian tourists that traveled abroad was almost 60 million, while in August 2024 alone, outbound travel grew by 12% compared to August 2023.

Understanding the Italian Travel Market: Why It Matters in 2025–2026

Since 86% of Italian tourists are motivated to travel because they want to explore new places, a focus within the Italian travel market is a fantastic chance to attract new, loyal guests. In fact, 46% of Italians will travel to a specific destination because they want to stay at a certain hotel.

With a large percentage focused on accommodation, hotels should highlight their unique features and amenities. The major decision making factors for Italian tourists are driven by price, convenience, and total travel time. However, price sensitivity has decreased from 65% in 2024, to 58% in 2025. Marketing around these factors is essential to attract the Italian tourist.

This dive into the Italian travel market will provide important insight which can be incorporated into hotels’ marketing strategies. From Italians’ booking behavior, to their trip preferences, to their desire for sustainability, our guide is here to help you make sense of the Italian travel market.

Italian Booking Behavior: When and How Italians Plan Their Trips

The average trip length for the Italian booker is eight to nine nights, while they usually book travel packages that range from seven to ten nights. The Italian traveler likes to avoid the crowds, with 42% tending to book a trip in the low season. They appreciate direct booking benefits such as complimentary spa treatments or included dinners which will incentivize them to book trips.

13% of Italians report that they book all of their vacations for the year in January. They tend to book longer trips abroad three to four months in advance, especially in the peak seasons. This is because they want to avoid the increased demand for premium travel times as well as obtain better deals on flights earlier on.

When booking luxury trips, the Italian tourist will book three to six months in advance. These booking windows change for the younger generations who are more spontaneous with their booking habits, usually planning their trips merely one to three months in advance. Incidentally, 14% of Italian tourists will book one month before their trip if they find a good deal. The booking window is growing, however, with 38% of Italian travelers reporting that they are planning their trips even further in advance than they used to.

Italians tend to book longer trips or trips abroad during the Christmas and New Year break, Easter holiday, or in August for a summer escape. Public holidays in Italy are also popular vacation days. April 25th, May 1st, and August 15th are important public holiday dates to keep in mind when promoting your hotel to the Italian tourism market.

Where Italians Travel: Destination Trends for 2025

These preferences have been moving towards popular travel trends, with slow travel, off-season adventure, and wellness trips popular, especially those around Europe. Italians have a preference for couple and honeymoon travel, while solo travel is on the rise. 56% of Italians have solo traveled in the last year. Moreover, female solo travel is especially on the rise with almost half (30-45%) of Italian women looking to book a solo trip. Italians are also looking for the opportunity to book workation travel, opting to tie in business and pleasure. 67% of millennials are combining work with travel, and 79% of Gen Z. Overall, 25% of Italian respondents prefer workation.

Italians tend to plan most of their trips within Europe. 60% of Italian travelers visit other countries within the continent, while 30% prefer to book long-haul destination vacations.

Italian tourists want beach escapes and fantastic food. Their favorite destinations within Europe include Spain, France, Greece, and Turkey. When they decide to hop on a plane for a long-haul trip, they tend to visit New York City, China, Egypt, Morocco, and Brazil.

What Italian Travelers Want: Trip Preferences, Amenities, and Experiences

Italian travelers are curious and enjoy a variety of different types of trips. Food is a huge motivator, as it is so important to Italian culture itself, with 54% of Italian travelers motivated to travel because they want to try a new cuisine. Italian tourists enjoy visiting destinations where there is local cuisine with a strong identity. They seek authentic culinary experiences that provide unique cultural dishes, fusion options, and even plant-based meals.

There is also a rising desire for wellness and regeneration travel. This is incredibly popular in the form of detox retreats or women’s trips where guests can participate in authentic yoga and meditation experiences, try the local medicinal healing techniques, and spend their time relaxing in serene landscapes.

Italians love being immersed in the nature and culture of their chosen destination. From joining local spiritual rituals, discovering distinctive architectural features, and enjoying community traditions and cuisine, Italians are ready to learn about their destination. 58% of Italian travelers have highlighted that they are motivated by the desire to get to know new cultures.

Moreover, Italians enjoy exploring the outdoors, especially authentic off-the-beaten-path adventures that offer unique natural experiences. 36% of Italians also report that a balcony is an essential amenity to have in a hotel room in order to enjoy the outdoors within their own privacy.

There has also been a rise in sustainable trips, as slow travel becomes more popular. This includes trips that promote regenerative escapes far from the rest of the world, as well as authentic experiences away from tourism hotspots and crowds. Authentic, local experiences are the key to the Italian tourist’s heart.

The Rise of Sustainable Tourism in Italy

Sustainability is becoming more and more desirable to the Italian traveler, with 38% expressing a strong interest in slow and sustainable tourism. Following this, 69% of Italian travelers have reported that they are willing to pay more for an eco-friendly option. 31%, however, say that they think a financial incentive should exist for making sustainable choices.

There is also a large demand (41%) for hotels and tourism companies to provide clear information on their sustainability, while offering eco-friendly options. Moreover, 11% of Italian travelers would like more transparency within the tourism industry. While this is not a large number, it highlights the growing expectation that hotels put their money where their mouth is.

How Media Influences Italian Travel Decisions

The media has an important place in motivating Italian travelers to book a trip. This is especially true for Italians between the ages of 30-55 who opt for media reporting on eco-luxury, wellness, and retreat travel.

While print travel magazines and premium lifestyle magazines are still extremely relevant to reaching this target audience, social and online media has risen in influence with Italians looking to Instagram for reels and curated storytelling, high quality travel blogs for information and guidance, and other forms of digital travel media. Italian influencers are also important in inspiring travelers to book a certain destination, having a strong impact on travel decisions.

How to Pitch to Italian Travel Media: Tips for Hotels and Tourism Brands

The Italian media takes a different approach when promoting hotels, focusing on the destination itself as well as the travel experience as a whole rather than on accommodation. They tend to report on the unique activities, cultural and local experiences, and other unique aspects of the destination. This is important to keep in mind when pitching a story to the Italian media, as the story should tie your hotel into the broader cultural and natural landscape of the destination.

When establishing relationships within the Italian media industry, it is crucial that you focus on building personal relationships. The Italian media industry relies on constructing a good face-to-face connection. This means that phone calls, regular check ins, and in person meetings with journalists and editors are essential for securing premium coverage.

Key Trends Shaping the Future of Italian Tourism

The Italian tourism market is only growing, with more Italians looking to explore new places around the world. By catering to their natural curiosity and desire for good food, outdoor adventures, and cultural immersion, your hotel can expect to attract Italian travelers. It is especially important to keep in mind that almost half of Italian travelers will book a destination because they want to stay at a certain hotel. This statistic makes it crucial that hotels offer enticing perks and unique opportunities.

There are many trends which are motivating Italians to travel, but the following are trends we expect to stay and become more important in 2026 and beyond:

Discovering new places and new experiences will see Italians focus on their dream destinations (72%), with 86% saying that exploring a new place is their priority.
Solo travel is growing in popularity so much so that 6 out of 10 Italians are planning to do so by 2026.
Event tourism will motivate 4 out of 10 Italians to choose their holiday based on sporting events, concerts, and more.
Outdoor adventure is inspiring Italian tourists to focus on exploring natural landscapes, especially with travelers between the ages of 35-54.
Slow travel will steer tourism to a more sustainable path, with 90% of Italian travel providers predicting that it will continue to rise.

Italian tourists are ready to explore the world, ready to discover new experiences, cuisine, and culture. It is up to hotels to highlight what they have to offer and how they can best accommodate the tastes and desires of the Italian traveler.