Current information about Italy tourism

Updated April 2024

Finland's position in the market

Although the conflict situation between Russia and Ukraine persists, the Northern European area is not affected as it is driven by distinctive elements such as the Northern Lights phenomenon and Santa product.

In terms of overnights, in 2023 Italy reached 192,110 overnight stays, +19.9% compared to 2022 and +7% on 2019). Italians' overnights between June and August were 53,789 (+17.6% compared to 2022) with August performing best (+27% compared to 2022), considering that August is the most important month for Italians' holidays and that temperatures in Italy were very high.

Considering that the majority of bookings in summer are from DIY clients, a few tour operators reported selling several tour packages (escorted and FIT) in the Lakeland and Coast&Archipelago regions, someone else reconfirmed the great difficulty in confirming packages in Finland for the summer.

November 2023 also grew by +38% compared to November 2022 and this is the reconfirmation that some Italians are doing the Winter Holiday not only in December or January, giving more space to the “shoulder seasons”, which are less crowded and cheaper.

For Winter 2023-24, tour operators remained focused on Rovaniemi: all have a package for Rovaniemi and Santa, which is an iconic product for Finland. The tour operators that have invested the most in this destination (Giver Viaggi and Alpitour) confirm that they have now sold most of their packages. In addition, the new low-cost flights to Rovaniemi brought further Italians from other cities (Bergamo) and not only pre-packaged tours.

However, there is a diversification of the product in other locations in Lapland (Inari, Saariselka, Levi, Pyha-Luosto, Ruka-Kuusamo, Kilpisjarvi, Muonio, Utsjoki) in order to propose more authentic and less crowded alternatives: great potential for packages in other regions of Finland.

At stage, there are more than 100 Tour Operators programming the destination.

Flight connections

As also reported in the previous report, flights from Italy to Finland are regularly increasing. Also in 2023, both scheduled and low-cost flight has seen an increase of 20% in terms of seat capacity vs. 2022. Nonetheless, 2024 has already registered a +8% of seat capacity from Italy.

Indeed, the number of flights connecting Italy and Finland are growing in 2024 as well (from different Italian cities). E.g. Flights from Helsinki to Venice are going to increase: during Summer 2024, the flights are going to rise from 7 to 8 per week, and to 9 in the peak weeks of the summer holidays. Moreover, Finnair will offer daily flights also in the winter season 2025. (Source: Finnair.com)

It is also important to underline that also in 2024 airlines continue to connect Italy with more Finnish cities, both in Summer and Winter.

Here below, an updated flight summary:

• Finnair connects Helsinki to Milan-Malpensa and Rome every day of the year twice a day, to Venice with 7-9 weekly flights, to Naples with 4 weekly flights, to Milan-Linate 4 flights per week. In Summer, they offer flights to Bologna every weekday and to Verona 4 times a week.
• Ryanair during Summer connects Bergamo with Lappeenranta twice a week and with Helsinki with 4 flights a week, and Venice with Helsinki twice a week.
• Wizzair flies from Rome-Fiumicino to Turku twice a week (ayr).
• Norwegian connects Helsinki with Pisa three times a week between Apr-Oct and Milan-Bergamo to Helsinki with 3 flights per week.
• Air Baltic it seems it won't fly anymore from Milan-Malpensa to Tampere
• Giver Viaggi and Alpitour are operating with charter flights from Milan and Rome to Rovaniemi (in winter only). The first with 5 rotations and the second with 9 rotations: 189-seat aircraft for Giver and 186 for Alpitour. 

Consumer trends and behavior

According to the latest Banca d’Italia data, in 2023 (between January and September) Italians made 43,781,000 trips, registering a +7.9% compared to the same period of the previous year.

According to the eDreams ODIGEO report based on its customers' global booking trends from June to September 2023, beach destinations and European major cities prevail in the list of booked places, with Palma de Mallorca, London and Barcelona holding the 3 highest positions.

For the year 2023, hotels are once again the preferred kind of accommodation with a total expenditure of € 14,646 mln ( +47% on 2022).

In 2023 there was also an increase of stays at relatives or friends houses by 9.4% vs 2022 (€ 3,963 mln vs € 3,624 mln). Inversely, there has been a decrease in rented houses by 8.7% vs last year (€ 2,712 mln vs € 2,970 mln).

For other kinds of accommodations, in 2023, italians have spent € 1,967 mln ( +10.2% on 2022).

According to the EY Future Travel Behaviours Observatory, regarding the means of transport that will be used by the European citizens, air travel has a higher rate of use in the United Kingdom and Spain, while Italy ranks first in terms of train use. In addition, 3 out of 5 people plan to travel to a foreign country in Europe and about 20 per cent outside Europe.

Industry update and distribution channels

Tour Operators and Travel Agencies

Italy's two most impressive tour operators will reach and exceed 2019 revenue levels this year, said Alpitour and Quality Group. Revenge tourism certainly played an important role in achieving this result, to which the average price increase also contributed.

Italians have shown interest in travelling abroad and especially in setting off with organised tourism. This is what Assoviaggi Confesercenti says, based on estimates provided by the Centre for Tourism Studies in Florence on the turnovers of organised tourism companies.

This year, 11.5 million Italians have already chosen travel agencies and tour operators to go abroad, leading the trade to expect to close the year with a turnover of over 10.5 billion euros and an estimated growth of +12% over last year. The levels of 2019, the last year before the pandemic, have not yet been reached, but organised tourism is looking to 2024 with confidence.

Data for 2023 speak of 10.2 million requests, between service brokerage and package sales, for a total of around 24 million Italians (+11% on 2022) who have used - or will use - the services of organised tourism companies in the current year. And in total there are 11.5 million (48%) Italians who choose travel agencies to travel abroad.

Online reservations

In the analysis of the origin of direct bookings transited by the official websites of the establishments, bookings from the United States have a high incidence (32%). This is followed by Italians (18%), English (7%), Germans (6%). (Source: Trade Magazine Guida Viaggi)

For what concerns bookings of the accommodation, the use of price comparison websites tops the list of ways Italians choose to book their holiday accommodation: in fact, more than 6 out of 10 Italians (62%) use them. Following this, 33% rely on online reviews by other travellers, 26% use Google, 21% trust the recommendations of friends and relatives and 18% turn to travel agencies.

Booking.com is used by 56% of Italians and the percentage reaches 63% among 18-34 year olds and 60% among 35-54 year olds. This is followed by Trivago (13%) and Airbnb (9%). (Source: YouGov)

Regarding the flights, 61% of Italians use a search engine to compare flight fares, only 47% prefer the airline’s website. Among search engines, Skyscanner is first in ranking (23%), followed by Expedia (14%). (Source: YouGov)

Finland travel USP's

The name of the happiest country in the world, the Rent a Finn and Find your inner Finn campaigns and the commitment to develop increasingly sustainable tourism has led more and more Italians to visit Finland.

In Italians’ mind, Finland is still very strongly connected to Lapland in winter, especially Rovaniemi: this is shown also by the fact that charterand low-cost flights have increased especially between December and January.

Italians choose Finnish Lapland for Father Christmas for those travelling with families, for the Northern Lights, the activities in the wilderness, the beautiful glass and design structures for those who want a unique experience. The combination of all these elements wins out over the same region in other seasons, over other Finnish regions and over competing countries. When travelling, Italians are also very interested in getting to know the local culture, that of the Sami.

The Helsinki Region offers a timeless blend of urban nature, innovative design, and a juxtaposition of modern and traditional architecture, embodying the essence of a smart city like Helsinki. This fusion extends beyond the city limits to include charming villages and historic towns, creating an enticing tapestry for visitors. With its emphasis on sustainable tourism, culinary delights, design culture, enriching museums, and captivating architecture, it presents an irresistible proposition for a leisurely long weekend getaway.

In addition to leisure travel, there is a burgeoning opportunity in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, highlighting Helsinki's versatility as a destination.

Interest in exploring Finland's Lakes, Coastal, and Archipelago Regions is steadily increasing, particularly among Italians seeking immersive travel experiences. The allure of experiencing Finnish culture firsthand, from rustic cabin stays (mökki) to indulging in the timeless tradition of sauna, resonates strongly. While winter tourism in the Lakes Region faces challenges due to Italians' fascination with the Northern Lights, concerted efforts to promote accessibility, enhance services, and showcase unique offerings could bolster winter arrivals.

The Coastal and Archipelago product remains highly seasonal, primarily attracting Italian visitors during the summer months. To sustainably grow this segment, efforts should focus on highlighting iconic elements such as the beloved figure of Father Christmas and leveraging the sauna experience, recognized as a UNESCO Intangible Cultural Heritage, to underscore Finland's distinct cultural identity.

Furthermore, the country's pristine natural landscapes, dotted with serene lakes and cozy cottages, present opportunities to position Finland as a premier destination for slow and outdoor tourism. Whether embarking on leisurely hikes, cycling adventures, or simply immersing oneself in the tranquil beauty of untouched wilderness, Finland promises unparalleled experiences for nature enthusiasts and wellness seekers alike.

Future outlook and upcoming season

Consumer sentiment

1. Demographic Changes: The Aging Global Population
The world’s population is aging rapidly. There’s growing demand for amenities, services, and experiences tailored to an older demographic. For the travel industry, this means a potential shift in popular destinations, types of accommodations, and the nature of activities offered. There will be issues, such as labor shortages, since many travel jobs rely on younger workers. But there is also an opportunity for the travel industry: to craft enriching, accessible, and tailored travel experiences for an older yet increasingly active and adventurous population.

2. The Loneliness Crisis: Addressing Isolation in Western Societies
The pandemic intensified feelings of isolation, especially where community ties may not be robust. It’s a loneliness crisis, and people are seeking meaningful connections more than ever. The travel industry has a unique chance to help: it can create community-driven travel experiences or group travels centered around shared interests and themes. This issue may also increase the attraction of traveling to collectivist cultures of countries in Asia, Africa and Latin America, and offers a hint for long-term growth potential of travel in those markets.

3. The Future of Work: AI and Evolving Leisure Patterns
The workplace is undergoing a big transformation. Advances in AI are automating a range of jobs, altering the very fabric of traditional employment. As work routines shift and provide more flexibility, people might find they have more leisure time. How will they spend it? Travel could very well be the answer. But travel companies need to be agile, offering experiences that cater to varied schedules and evolving work-leisure dynamics.

4. Climate Adaptation: The Imperative of Sustainable Travel
The immediate crisis of climate change demands immediate attention. For the travel sector, this means confronting the environmental impact of tourism. Sustainable travel practices and investments in green infrastructure are just some of the ways the industry can move towards a more resilient and sustainable future. (Source: Skift, release Sept 2023)

Trends

According to a survey of Booking.com, among more than 27,000 travelers across 33 countries and territories, combining it with its insights as a leading digital travel platform to reveal seven predictions for travel in 2024.

1. Alter Ego Enthusiast - Aliases and avatars abound, both IRL and through VR and AR. Those digital alter egos with a desire for wanderlust can go anywhere and do anything in the metaverse, and in 2024 the people behind them will bring their digital fantasies to life in real-world destinations.

2. Cool-cationers - The majority (51%) report that climate change will impact the way they plan their vacation in 2024, while over half (56%) say that as temperatures soar close to home, they will use their vacation to cool down elsewhere.

3. Surrenders Seekers - Travelers increasingly want to surrender themselves to the element of surprise, explore the unknown and venture into uncharted territory on vacation, with over half (52 %) keen to book a surprise trip where everything down to the destination is unknown until arrival.

4. Culinary Excavators - The food archeologists of 2024 will dig deep into the roots of food on vacation to unearth new culinary treasures, with nearly two thirds (61%) more interested in learning about the origins of a destination’s ‘must-eat’ delicacies than they were in the past.

5. Reboot Retreaters: The new era of sleep tourism, for example, welcomes sleep concierges and cutting-edge tech to serve the 58% who want to travel in 2024 to solely focus on uninterrupted shut-eye.

6. A La Carte Affluencers - travelers in 2024 will employ money saving hacks to cut costs, yet level up vacations with ‘à la carte’ luxuries, scoring a rush from traveling like the rich – even if just for a moment in time.

7. Mindful Aesthetes - with over half (53%) looking for accommodation that has wow-factor sustainability innovation. Three in five (60%) want to see sustainability in action, while nearly two thirds (65%) want to see the outside brought indoors with green spaces and plants in accommodations on vacation.
(Source: Booking.com)

Here are some of the trends that Condé Nast Traveller believes will shape tourism in 2024:

• Trains get glam: rising climate consciousness has fueled a rail travel revival, and so the luxury train niche is reaching new heights of popularity, extravagance, and ambition. Travel booking platforms are reporting growing demand for luxury rail trips.
• Train Stations are the new food destinations: Nowadays, as travel delays increase and visitors want more local experiences, it pays for train stations to welcome travelers with shops, restaurants, and bars for them to explore.
• Resorts will help you biohack your health span: the science of extending life and optimizing health has become the focus at hotels.
• Restaurateus-owned hotels: with people hankering for the next hot reservation and planning entire trips around engaging with a culture through its food, it makes sense that restaurateurs are adding hotelier to their personal bios—and ensuring their new properties have impressive food offering.
• Home swapping: increasingly, discerning travelers are looking to stay away for longer stretches, while the rise of remote jobs means that working and living abroad has never been more appealing. As the cost of traveling continues to climb, home swapping is an affordable alternative to splashing out on expensive hotels or Airbnbs.
• Astro Tourism: increasingly, wellness-centric hotels and spas are creating the space for guests to gaze upwards, watching for comets, spying constellations, and identifying patterns in the glittering expanse

(Source: Condé Nast Traveller)