69% of Italian travelers are likely or very likely to travel abroad in 2024.
Cost and local culture are top priorities when planning trips.
87% of Italians prefer relaxation and discovery trips.
Ryanair and ITA Airways are the most favored airlines.
Digital sources like TripAdvisor are primary information sources.
Italy Travel Report 2023
Discover all you need to know about Travelers in Italy with TGM StatBox. Get the comprehensive Travel report, featuring graphs and tables for insights.
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Italian travelers exhibit a high level of enthusiasm for overseas adventures, with 69% likely to embark on leisure trips abroad in the next 12 months. While only 10.15% indicate a lack of interest in traveling, this trend reveals a vast market of eager travelers ready for international experiences.
Affordability is a top priority for Italian travelers, with 43% citing cost as the main factor in their travel decisions. In addition to budget concerns, 27% are drawn to destinations that offer rich cultural experiences, while 25% seek excursions and relaxation time. This focus on balancing cost and enriching travel experiences presents an opportunity for travel companies to craft well-rounded, budget-friendly packages that highlight local culture.
Relaxation and discovery trips are preferred by 86.98% of Italian travelers, with a notable interest in health and well-being trips (28.90%) and festive trips (16.17%). Offering flexible travel packages that allow for both unwinding and exploration will cater to the dominant preferences of Italian adventurers.
Italian travelers heavily rely on digital tools for planning and booking trips, with 79% choosing to make their travel arrangements online. Independent planning is common, as 54% of travelers prefer organizing trips themselves. Popular resources for destination research include travel websites (40%), TripAdvisor (38%), and social media platforms such as Instagram (29%) and Facebook (19%). Although 21% still use travel agencies, the overwhelming preference for digital channels emphasizes the need for traditional travel services to enhance their online presence, offering a seamless digital experience for tech-savvy travelers.
Ryanair is the top choice for Italian travelers, with 36.8% opting for the budget airline, followed by EasyJet at 13.4%. Despite a desire for affordable air travel, ITA Airways remains a key player with 19.4% of travelers favoring the national airline, suggesting that some Italian travelers are willing to invest in comfort and service.
*Disclaimer: The information provided by TGM StatBox is intended for general informational purposes only. TGM StatBox does not assume liability for the completeness or accuracy of the information provided. Due to frequent updates, statistics may be more current than mentioned in the text. Please independently verify the information and consult experts as needed.
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