These are the conclusions of the Outdoor Tourism Observatory, a creation of Human Company in collaboration with Istituto Piepoli
Almost 7 out of 10 (67%), so about 34 million people, went on holiday last summer, with an average duration of 8 days. More than 1 in 5 holidays wer outdoors, a similar figure to previous years; this option is chosen for the freedom it offers (33%) and for the close contact with nature (24%).With autumn and winter on the horizon, meantime, 18 million Italians (almost 4 out of 10) are planning to go on a trip with at least one overnight stay; the share rises to more than 1 in 2 amongst Italians (52%) who will opt for an outdoor holiday. These are the preliminary results from the Outdoor Tourism Observatory[1], run by Human Company, a key Italian player in the hospitality sector, in collaboration with the Istituto Piepoli
The 2024 Outdoor Summer in Review
Outdoor holidays are no longer just a travel option but are renowned for the quality of the offering, representing an authentic lifestyle and emerging as a deliberate choice on the part of travellers, who are willing to invest more in stays that offer direct contact with nature and an alternative form of hospitality compared to traditional solutions. From an analysis of research data relating to Italians' summer holidays in 2024 emerges, first and foremost, increased spending capacity by outdoor holidaymakers: the average expenditure for an open-air holiday stood at 2,441 euros, an increase of 520 euros compared to last year but above all much higher than that spent on other types of accommodation facilities, which was only 1,690 euros (an increase of 115 euros compared to 2023). As for the months chosen for these holidays, we have seen a more even distribution of outdoor travellers in the period from June to September: while in general, tourism is still concentrated in the month of August (49% of preferences), outdoor holidaymakers also favour the months of June (26%) and September (14%). This shows how the formula of open-air tourism is a winning one in terms of extending the season, thanks in particular to the facilities offered and the diversified types of stay on offer; consequently, it is possible to harmonise tourist flows and to contribute to mitigating the negative effects of overtourism, reducing excessive pressure on some overcrowded locations and preserving the environment and the resources of the territory.
In general, for those who choose to opt for the months considered "low season", the determining factor is the search for less crowded places (28% in general and 23% for outdoor); in second place is the need to find lower prices compared to July and August (26%) and in third place are personal preferences (21%) while, for outdoor travellers, the desire for a milder climate (25%) is followed by lower prices (19%) and the availability of holidays (19%). The percentage of those who have chosen Italy as their holiday destination also increased, with 79% of preferences, compared to trips abroad which only reached 16%; then there were also some respondents (5%) who had the opportunity to treat themselves to more than one holiday, thus managing to explore destinations both at home and abroad. The preference for Italian and foreign open-air holidays remained stable, with over 7 out of 10 outdoor holidaymakers opting for national tourism because of their love for Italian destinations. More specifically, with regards to the destinations selected, the seaside remains the favourite, both in general (59%) and for outdoors holidays(53%) but slightly down compared to 2023 in favour of the mountains, standing at 19% with a growth of two points in general and, for outdoor, at 21%, an increase of 6%.
It is important to bear in mind how the current economic situation (including, for example, increases in the cost of utilities, consumer goods and petrol) has affected the travel choices of 61% of respondents; the fear of possible winter price increases also have an impact, influencing the decisions of 57% of people. A tendency to spend more, especially on the outdoors sector, highlights, however, how the quality facilities and experiences offered by the sites play an increasingly important role in influencing travellers' choices regarding destinations and accommodations where they will stay. Finally, for those Italians who were unable to go on holiday, economic and health reasons, with 41% and 36% of preferences respectively, were the factors that had the greatest impact on this decision, in line with previous years.
Forecasts for the next few months for holidays in the city and in the mountains
For travellers planning a holiday in the next few months, over 1 in 3 (44%) will travel during the Christmas period with 4-night stays; followed by the All Saints' Day long weekend (34%) with 2-day trips. The results for the outdoors are similar, with 47% of preferences for Christmas (with a 3-day stay), 45% for the All Saints' Day long weekend and 41% for the Immaculate Conception, both with two day stays. For autumn-winter holidays too, the expected expenditure on outdoor activities, amounting to 2,300 euros, is much higher than that for other types of stays, around 1,300 euros.
The preference for an Italian holiday also increases, chosen by 7 out of 10 Italians, compared to 18% opting to go abroad and 12% travelling both in Italy and abroad. Moreover, 68% of open-air travellers will remain in Italy compared to 20% who will opt to travel abroad and 12% who will alternate between Italy and abroad. As far as Italians are concerned, the winner as the ideal holiday is a cultural stay in the cities of art, both in general (46% of preferences) and for the outdoors sector (30%), followed by a mountain holiday (27% and 22%). Overall, in third place are holidays dedicated to wellness, fitness or spa and stays at the seaside (both 13%), while for those who opt for the open air, wellness holidays draw with food and wine holidays (both with 16%).
"The positive results that emerged from the research on the summer just gone by, in particular as concerns the outdoor sector, are also confirmed by the solid growth recorded by our Group, both in terms of revenues and attendance. Specifically, the fact that the average expenditure for open-air holidays is 44% higher than that dedicated to other forms of accommodation and that, in the face of slightly shorter stays, the predisposition to spend increases, consolidates open-air as a form of tourism capable of attracting a high-spending public and underlines the tendency of travellers to prefer sites that stand out for the quality of their offering. The outlook for the autumn and winter seasons is equally promising, especially for outdoor tourism, demonstrating the consistent interest of Italians in embracing the open-air experience, even during the coldest months. Our all year round sites, such as the in-town campsites, are therefore ideal destinations, ready to welcome all those who choose this form of holiday in close contact with nature" says Domenico Montano, General Manager of Human Company.
“2024 marks a turning point in the positioning of open air: for Italians, an open air holiday is an option for which you can and should spend a little more. Why? To enjoy experiences, excursions, activities. But also because outdoor sites are increasingly becoming sites for demanding tourists. Encouraging news also for Italian tourism in general: more and more Italians are choosing to spend their summer holidays here, and they do it because they prefer Italy, not to save money” says Livio Gigliuto, President of the Piepoli Institute.
[1] Survey carried out from 13 to 27 September 2024 using the CATI/CAMI/CAWI technique on a sample of over 3,000 individuals, representative of the adult Italian population