What do Italian Tourists Expect Today?
Italian travelers are becoming more experience-driven, sustainability-conscious, and digitally influenced. They expect more than just a holiday—they want meaningful experiences, flexibility, and authenticity. These changes present an opportunity for tourism boards, destination management companies (DMCs), and travel agencies to adapt their offerings and marketing strategies to better meet the evolving expectations of Italian travelers.
Italian Travelers Are Seeking Hands-On Experiences
In recent years, Italian travelers have shifted away from traditional sightseeing in favor of deeper, more immersive experiences. According to a report by ENIT, nearly 80 percent of Italian tourists prioritize authentic interactions with local cultures over standard tourist attractions.
Many are embracing slow travel, preferring to stay longer in fewer destinations to fully experience the culture. Culinary and wine tourism continue to be a major draw, with over 60 percent of travelers listing gastronomy as a key part of their trip. There is also increasing interest in artisan workshops, heritage tours, and community-driven travel experiences.
Marco Bianchi, CEO of Travel Insights Europe, explains that Italian travelers no longer want passive tourism. Instead, they seek engagement, whether through hands-on cooking classes with local chefs or participating in community festivals. Destinations that offer these immersive experiences stand out in a competitive market.
73% of Italian Travelers Want Eco-Friendly Stays
Sustainability is becoming a critical factor in travel decisions. A Booking.com survey found that 73 percent of Italian travelers prefer eco-friendly accommodations, and more than half are willing to pay extra for sustainable travel options.
Destinations with green-certified hotels, nature-focused experiences, and responsible tourism practices are seeing increased demand. Many Italian travelers are opting for rail travel over flights, looking for eco-friendly transport options, and choosing accommodations that emphasize local products and environmental responsibility. Community-based tourism, where travelers contribute directly to local economies, is also gaining popularity.
Slovenia provides a strong example of how sustainability can drive tourism success. Through its “Slovenia Green” initiative, the country has developed a comprehensive system of eco-certified tourism experiences. This initiative includes sustainable accommodations, nature-based activities, and responsible travel guidelines, all aimed at minimizing environmental impact while enhancing visitor engagement. As a result, Slovenia has seen a 20 percent increase in nature-based tourism, demonstrating that a well-structured sustainability strategy can attract conscious travelers and drive economic growth.
Italian Travelers Want Direct, Personalized Bookings
There is a shift toward direct bookings. More Italian travelers are moving away from third-party booking platforms and opting to book directly with hotels and airlines. A 2023 STR report found that direct bookings in Italy increased by 15 percent, driven by travelers seeking better deals, personalised service, and greater flexibility.
Travel companies looking to attract Italian tourists should focus on engaging digital storytelling, user-generated content, and strong direct booking incentives. Brands that effectively leverage influencer partnerships and interactive content are seeing stronger engagement in the Italian market.
Forget Standard Luxury
The luxury travel segment in Italy is evolving, with more emphasis on personalization and exclusive experiences. A report from Virtuoso highlights that high-net-worth Italian travelers value tailor-made itineraries more than traditional luxury accommodations.
Private and exclusive experiences, such as VIP museum tours, curated wine tastings, and personalized wellness retreats, are in high demand. Italian luxury travelers are also showing interest in themed travel, including art and opera festivals, private yacht charters, and bespoke adventure travel.
Japan has successfully catered to this audience with its “Luxury Japan” initiative, offering exclusive cultural experiences such as private tea ceremonies and personalized Kaiseki dining. Destinations that provide similar high-end, customizable offerings can attract affluent Italian travelers seeking one-of-a-kind experiences.
Where Italian Travelers Are Going
While European destinations like Spain, France, and Greece remain popular, there is growing interest in emerging and less crowded locations.
More Italians are looking for off-the-beaten-path destinations, with rising demand for travel to Central Asia, the Caucasus, and lesser-known Mediterranean islands. Countries like Uzbekistan and Georgia are becoming attractive due to their cultural heritage and affordability, while nature-focused destinations such as Cape Verde and the Azores are drawing eco-conscious travelers.
Solo travel and female-led travel groups are also increasing, with more Italian women seeking safe and culturally enriching destinations. These shifting preferences present opportunities for destinations to tailor offerings that appeal to different traveler demographics.
How Tourism Businesses Can Attract Italian Travelers
The Italian travel market is evolving, and businesses that adapt to these changes will gain a competitive advantage. Italian travelers are looking for authentic experiences, sustainable travel options, direct booking benefits, and high-end, personalized services.
To attract Italian tourists, tourism boards, DMCs, and travel agencies should focus on:
- Designing immersive cultural experiences
- Highlighting sustainability in marketing efforts
- Enhancing digital engagement through social media storytelling
- Offering flexible booking options and personalized services
Understanding and responding to these trends will help travel businesses successfully connect with Italian travelers and stand out in an increasingly competitive industry.
For tailored strategies to position your destination in the Italian market, contact Travel Gateway today.
