August week sees 13 million Italians on the move, with a total expected expenditure between 6.7 and 7 billion euros, for what, in 58% of cases, is the main holiday. Numbers are substantially stable compared to the same period in 2023. This is the snapshot taken by the Tourism Observatory of Confcommercio in collaboration with Swg on Italians’ vacations for August 15th.
82% will vacation in Italy, of these 5% declare they will stay in locations near their home. 18% of Italians will go abroad, slightly down compared to the same period last year, when it was 22%. For destinations, this year Emilia Romagna and the South triumph, with Calabria, Sicily, Campania, and Puglia in the top five. Liguria and Tuscany come close to the top of the list. Abroad, Greek, Spanish, and French Mediterranean coast destinations continue to dominate. The sea is highly popular – chosen by half of vacationers – but the mountains are also highly appreciated, chosen by 18% of the interviewed sample. Art cities are less attractive for this week, not reaching 10%. Despite 31% planning to stay in second homes or with friends and relatives, the interest in hotel facilities remains high, hosting 23% of Italians on vacation.
Half of the respondents will spend these days in absolute relaxation; 34% – mainly composed of young people aged 18-34 – instead aim for fun. Almost 4 out of 10 state they choose this period because it’s the only one in which they have available holidays, and this is associated with an additional 17% who confess that only on August 15th can they enjoy the hospitality of family and friends. But there is also 20% of respondents who would never give up the habit of vacationing during this period.
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