If you’re a person in the world with a social media account, you’ll know that Italy enjoyed a massive tourism rebound last year. International visitation was up 10 per cent on its peak 2019 levels and up seven per cent on 2022.
According to the recent Borsa Internazionale del Turismo (BIT 2024 – International Tourist Exchange) held in Milan from 9-11 February, the figures show a return of international travellers to Italy.
The European hotspot also reached a 51 per cent room occupancy rate – up 3.8 per cent compared to 2019.
International travellers also spent more on average at €68 (around AUD$113) per person per day, resulting in a 2.9 per cent increase in one year.
What’s driving tourism demand in Italy?
Data shows the country’s rich cultural heritage is the main reason for international travel at 24 per cent followed by natural beauty (20%) with travellers seeking personalised, authentic and deseasonalised experiences.
Experiential tourism in a slow, food and wine or outdoor perspective is trending with both Italian and overseas travellers with 17 per cent keen on outdoor experiences and 16 per cent interested in gastronomy.
There was also a noted increase in interest in camping, glamping and tourist villages in Italy (up 9% with international arrivals) and cycling and hiking tourism.
Another interesting trend from BIT 2024 was a focus on environment and socially sustainable travel, which have become key marketing and positioning drivers for Italy, with train travel an important component.
Trenitalia was the official transport provider for BIT 2024, demonstrating that train travel is a comfortable, sustainable and convenient way to move between Italy’s main cities.
With a focus on roots tourism in 2024, connections via Intercity and regional trains also allow visitors to reach villages and small towns in Italy, enhancing slow, sustainable and experience-based tourism.
