loader image
We make your brand a success
Skip to content


According to Future4Tourism research, the majority of Italians will stay in Italy (67% of summer travellers), a slight decrease compared to summer 2022, confirming a recovery of European and even non-European destinations. Seaside destinations are decreasing in appeal and visits to villages and cities of art are increasing again, mainly due to the effect of trips to Europe and beyond Europe; mountain and hill or lake destinations are holding up well.

One has to reckon with last year’s increases, not only in holiday spending, but especially in the weekly shopping spend and monthly utility bills.

Online booking portals have carved a niche as a place for suggestions for holiday planning, while there is no change in the importance given to friends and acquaintances as a peer review of holiday places already visited. The Metaverse appears to be a tool with great potential, allowing a virtual immersion in hotels and places to discover their characteristics in advance and to check their alignment with needs.  It is also seen as useful on site, to seek inspiration with respect to activities to be done (21%) and to overcome language barriers (19%).

The theme of sustainability enters the world of tourism in its own right: travellers show a sensitivity and attention to the issue, so much so as to make choices in favour of structures that show a marked inclination towards environmental protection, avoiding waste of water and energy (33%).

* Source: Future4Tourism, Ipsos research on national and international tourism – Methodological note: about 1000 CAWI on-line interviews representative of the Italian population 16 years and over; survey period 14-20 June 2023

Summer 2023