Market Insights Snapshot for Italy

Europe

Market Insights Snapshot for Italy

Market Trends

Out of region travel for Italian travellers is gaining momentum in 2023 following the lull experienced during 2020 and 2021.
Volatile consumer confidence (impacted by inflation costs and political instabilities) however the demand for travel remains high.
Airline bookings: 83% of Italians books through Travel agents/tour operators
Accommodation bookings: 62% of Italians books in physical travel agencies; 30% book on travel agency/tour operator website
General strong return of the early booking for 2024

Buyer Snapshot

There are 13 buyers attending ATE from Italy this includes one new buyer, two Luxe and one Platinum Club.
Enjoy Destinations will attend first time for Italy --> Enjoy Destinations, based in Milano, focuses on tailor-made travel for medium to high-profile customers. Catering to travel agents, they offer deluxe travel and VIP event experiences, collaborating with over 800 agencies to promote their exclusive travel proposals.
Exclusive Aci Blueteam will attend as LUXE buyer for the first time --> ACI Group specialises in business travel, MICE, and Leisure sectors, ranks among the top 5 Travel Management Companies in Italy. With over 250 employees, it's a member of Virtuoso and has an exclusive brand for VIP clients and celebrities in luxury leisure. Exclusive is the new branch of the operator specialized in luxury leisure services for clients.

Consumer Trends

Italian travellers have a strong desire to holiday to the USA, followed by Spain.
When looking at the competitive set for Australia, Australia performs second to Japan on awareness, consideration and active planning.
When looking at where to travel the factors of greatest importance to Italian travellers are value for money, natural wonders and beautiful natural environments.
Increase in demand for Western Australia across the market also thanks to the Qantas direct flight operating seasonally from Rome to Perth.

Market Insights Snapshot for Italy

460 KB PDF

Discover more

Balloons and arboretum, Canberra, Australian Capital Territory © VisitCanberra

RoofClimb Adelaide Oval, Adeliade, South Australia © South Australian Tourism Commission

Consumer research

Surfers Paradise, Gold Coast, Queensland © Tourism and Events Queensland

Tourism statistics

Indigenous symbol - Natural Beauty

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

Disclaimer

*Disclaimer: The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

*Disclaimer: The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.