Italians cautious about summer holidays: only 23% have already booked

The first edition of the Tourism Forum, held at Casa del Mare in Santa Margherita Ligure, highlighted a cautious approach among Italians toward summer holidays. An exclusive study by Noto Sondaggi presented at the event captures a market still marked by uncertainty and change.

• 23% of Italians have already booked their summer holidays.
• 20% suspended bookings due to geopolitical uncertainty.
• 5% changed their destination.
• 3% gave up their holiday entirely.

Forum participants stressed that winning strategies for Italian tourism will rest on three pillars: sustainability, digitalization of services and destagionalization of flows. Experts also identified artificial intelligence as a key tool for predictive analysis and hyper-personalization of traveler experiences, while emphasizing that technology should complement, not replace, the human element of hospitality.

The takeaway for operators and public authorities is to work in concert to quickly address new traveler needs, promote destinations perceived as safe, and invest in digital tools that enhance both the offer and destination management.