Rome, July 25 (LaPresse) – A tourism sector marked by positive growth, generating wealth for the country and showing signs of major change: summer 2025 is proving to be a success, with 36.1 million Italians expected to travel, producing a turnover of €41.3 billion—an increase of 1.7% compared to the same period last year. The figures come from a survey conducted by Tecnè for Federalberghi.
In the peak season, holidays now stretch from June to September, with increased departures during so-called “shoulder months,” leading to a natural de-seasonalization of tourist demand.
On average, the “typical vacation” is slightly shorter—down from 10.3 to 10 days—but occurs more frequently. This reflects a new kind of traveler, one who is changing their lifestyle and reshaping leisure time according to personal strategies, with greater focus on well-being.
According to the survey, holidays are no longer centered exclusively on August, even if it remains the primary vacation month. This year’s growth is driven more by the quality of spending than the length of stays.
Seaside destinations remain the most popular, although the study highlights a growing interest in nature-based and less crowded locations—evidence of the increasing sensitivity among Italians toward natural beauty, environmental concerns, and tranquility.
Italy continues to be the top choice, attracting 88% of travelers. The remaining 12% plan to go abroad, primarily also to seaside destinations.
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