2026 looks set to be "a complex and uneven year with fluctuating trends, and the aim is to consolidate our figures," says Julian Zappalà, general manager of Dimensione Sicilia. 

"A growing focus on diversification and quality"

“Despite the uncertainties, the outlook remains positive overall, and we are confident of bringing the season to a close with satisfactory results. Europe remains the main target market, both due to its proximity and the stability of demand. At the same time, we are closely monitoring the American market, which is currently maintaining good levels and still represents a significant contribution in terms of volume and value. At this stage the main objective is to consolidate our figures, maintaining the levels achieved in recent years, but with a growing focus on diversification and the quality of our offering," says Zappalà

Tapping into new high-potential market niches 

"Rather than choosing between volume and quality, the strategy is, on the one hand, to preserve existing flows and, on the other, to tap into new high-potential market niches. An interesting example is groups with specific needs, such as the one recently hosted linked to the world of Parkinson’s disease, which has opened up new prospects for more targeted and inclusive tourism. This shows that there are segments that are still largely unexplored but very promising. There has been a significant decline in visitor numbers from Australia, though they have not disappeared entirely. Overall things are uncertain, which is reflected in conversion times which have lengthened and bookings which are more fragmented and less predictable. There is a slight decline of around 5% in some markets, offset by growth in others. This rebalancing confirms a transitional phase rather than a genuine structural crisis".

"Focusing primarily on small, bespoke groups"

Demand from Anglo-Saxon markets remains largely stable: ‘Although it does not currently represent our main market in terms of overall share, the clientele continues to show interest in the destination, but with requests increasingly focused on personalized experiences. We are therefore focusing primarily on small, bespoke groups, that ensure greater flexibility, attention to detail and content more in line with expectations, whilst also offering some regular-departure tours, selected to meet a more structured demand.” Dimensione Sicilia’s strength remains its bespoke product, which forms the heart of its offering. “The bespoke approach, applied to both groups and individuals, allows us to respond precisely to the needs of an increasingly demanding and segmented clientele. At the same time, our regular programme has been enhanced with the introduction of French-language tours, a targeted investment that is already yielding positive results. This expansion enables us to boost our presence in specific markets and improve the accessibility of our offering.”

Holidays with the extended family, a need for privacy, an immersion in nature, a desire for authentic contact with the local area and community: the characteristics of the most sought-after holiday in 2026 follow a very specific paradigm, which many operators in the tourism sector have already developed and interpreted. This is a trend that ties in well with the increasingly frequent demand for villa stays. Not just any property, but a villa perfectly integrated into the local landscape, with a range of five-star amenities that make the holiday feel like a stay in a five-star hotel, just for you.

This is precisely why the survey by Il Sole 24 Ore is so timely, highlighting how the luxury property market is particularly thriving, especially in the South. Italy’s luxury property market is is in fact operating at two speeds, with demand in the high-end property sector set to rise by 6.3% by 2025. The analysis is contained in the Market Report Italia 2026 presented by Engel & Völkers in collaboration with Nomisma. 

Whilst in the North around one in two transactions is for the purchase of a first home, the South and the Islands account for the highest proportion of investment purchases in the luxury property segment, amounting to 23% of the total. These are investments that often stem from a desire to convert properties for tourist use, and that Sardinia, the jewel of the national property market, tops the rankings. On the Costa Smeralda between Porto Cervo and Porto Rotondo, sea-front villas and luxury penthouses are reaching record prices, while the Amalfi Coast and Capri are also consolidating their status as top destinations.

Between these two hubs lies Central Italy, which stands out as the favourite destination for international investors. In this area, foreign buyers, mainly from Europe and North America, account for 52% of the total. In the Tuscan hills and Chianti, moreover, over half of buyers are foreign nationals. Engel & Völkers’ outlook for the current year remains positive. The high-end and luxury segments will continue to benefit from solid demand, driven both by domestic buyers with high spending power, and by international buyers keenly interested in lifestyle and tourist destinations, such as rural areas of particular scenic beauty, art cities and coastal resorts.

Isabella Cattoni
Journalist

Tomorrow Travel, the specialist in bespoke travel which prioritizes quality over volume, continues to focus on the United States and Canada.

The US and Canada are key markets

The markets in which it has been operating for over 20 years, North America – in particular the United States and Canada – remain solid, key markets. “There is also a growing, albeit still modest, interest from the UK and the Mexican market in mid-to-high-end, quality travel,- says CEO and general manager Antonella Chiaranzelli. -Geopolitical tensions, particularly the conflict in Iran which has severely slowed the Asian market, are also affecting demand from Anglo-Saxon countries.”

"Authentic experiences and quality services"

Tomorrow Travel has always prioritized quality over volume, focusing on sustainable growth. “We specialize in creating tailor-made trips, for both individuals and groups, bespoke to the client’s needs. This approach allows us to maintain a high level of personalization and attention to detail, offering authentic experiences and quality services without compromising the product’s identity.”

Booking trends are fluctuating

At present, booking trends are fluctuating. “The American and Canadian markets are in slowdown due to airport delays and rising airfares, driven by high fuel costs. We incoming tour operators, together with many of our suppliers, are absorbing the cost increases linked to fuel prices, particularly for transfers and daily car and coach hire services. However, should the situation fail to improve, an increase or adjustment in the prices of package holidays is foreseeable, with an inevitable impact on the end customer and a possible decline in demand. Although Italy continues to be perceived as a safe and reliable destination, the global context is affecting perceptions of travel. We are seeing greater attention to planning and a growing demand for flexibility in booking conditions, as well as concern about rising costs.

New, more local products

 “Alongside the major art cities there is a growing demand for local areas in a more intimate way, favouring options that allow direct contact with the local culture. With this in mind, we have expanded with an even more carefully curated selection of boutique hotels and villas in strategic locations, allowing guests to immerse themselves in local life without sacrificing the chance to explore iconic destinations through day trips, as is the case, for example, in Tuscany or along the Amalfi Coast. Among emerging trends, there is a growing interest in the Dolomites even during the summer season and in Sardinia, whilst destinations such as Puglia and Sicily continue to attract strong interest, often included as subsequent stops after an initial stay in Rome. At the same time, demand is growing for multi-generational trips and small group tours, formats increasingly appreciated for their ability to combine flexibility, shared experiences and tailor-made itineraries.”

The international situation is a delicate one and tourism is struggling to interpret how travellers are going to react.  

Authoritative sources warn against the risk of focusing solely on nearby destinations because, they say, the fact that Italians are staying in Italy, Germans in Germany and so on is more than just a possibility. It is a trend that would trigger inevitable chain reactions, from traffic congestion to rising prices and an inevitable decline in quality. But it would also mean a loss of revenue from all those foreign markets that are the lifeblood of Italian tourism.

Looking further afield there are dynamics emerging at a European level that need to be kept under close check. For example tourism in the eastern Mediterranean is reacting unevenly to the current regional crisis. Greece remains widely perceived as a safe European destination and could even benefit from a reoriented demand for travel. Turkey is showing resilience, but faces caution due to its proximity to theatres of war and flight disruptions. The situation is different for Cyprus, the area closest to the conflict, which is exposed to the highest tourism risk due to uncertainty over bookings.

What seems clear is that many travellers will continue to travel, but they will choose places they consider safer and easier to reach. This creates “winners and losers” within the eastern Mediterranean itself. Destinations that are geographically close to the crisis but politically stable could benefit from travel demand, while destinations that appear too close to the front line or receive stricter government warnings are more likely to experience a slowdown in bookings.

In this context Italy would seem to be called upon to play a leading role, but it is still too early to understand if and how inbound tourism flows will evolve. Meanwhile, the Easter holidays are just around the corner.

Isabella Cattoni
Journalist

The international situation is a delicate one and tourism is struggling to interpret how travellers are going to react.  

Authoritative sources warn against the risk of focusing solely on nearby destinations because, they say, the fact that Italians are staying in Italy, Germans in Germany and so on is more than just a possibility. It is a trend that would trigger inevitable chain reactions, from traffic congestion to rising prices and an inevitable decline in quality. But it would also mean a loss of revenue from all those foreign markets that are the lifeblood of Italian tourism.

Looking further afield there are dynamics emerging at a European level that need to be kept under close check. For example tourism in the eastern Mediterranean is reacting unevenly to the current regional crisis. Greece remains widely perceived as a safe European destination and could even benefit from a reoriented demand for travel. Turkey is showing resilience, but faces caution due to its proximity to theatres of war and flight disruptions. The situation is different for Cyprus, the area closest to the conflict, which is exposed to the highest tourism risk due to uncertainty over bookings.

What seems clear is that many travellers will continue to travel, but they will choose places they consider safer and easier to reach. This creates “winners and losers” within the eastern Mediterranean itself. Destinations that are geographically close to the crisis but politically stable could benefit from travel demand, while destinations that appear too close to the front line or receive stricter government warnings are more likely to experience a slowdown in bookings.

In this context Italy would seem to be called upon to play a leading role, but it is still too early to understand if and how inbound tourism flows will evolve. Meanwhile, the Easter holidays are just around the corner.

Isabella Cattoni
Journalist

The Milan Cortina 2026 Olympics are in full swing. Leaving aside the controversy over the soaring hotel room prices and many ancillary services, and setting aside discussions about the delay in completing infrastructural works, we have entered the vortex of an event that puts the spotlight on our entire country. With a long-lasting impact that, as past editions of various events have shown us, will be felt even more strongly in the years ahead.

This is the driving force behind major events: capitalizing on the power of word of mouth and media exposure, and generating interest and curiosity even in those who, for now, have only seen Italy on television screens or social media.

In the meantime, however, the first figures are starting to arrive. Linate and Malpensa airports are enjoying a peak in flights from Canada, the United States and even China. The positive data collected by IATA contrasts with the analysis conducted by Cirium, which puts the traffic into Milan on a par with what happened with the Olympic Games in Paris. And neighbouring countries seem somewhat hesitant to visit Milan and its region during the sporting event, with bookings from Germany down 1.8% and down 8.3% from France. 

It‘s still too soon to offer even a preliminary assessment, but the international attention our country is receiving these days gives us every reason to feel optimistic.

Isabella Cattoni
Journalist

Giorgio Marchegiani, CEO of Una Italian Hospitality, says “our response to an evolving market” sees new customer demands providing the fundamental impetus for future strategies.  

Last-minute is now widespread in long-haul markets

"We are witnessing a continuous evolution in the needs of both Italian and international leisure and business customers who are increasingly oriented towards flexibility, authenticity and experience. On the leisure front the trend towards last-minute bookings has strengthened and is now widespread in long-haul markets such as the United States, together with a growing segmentation of demand from numerous “repeaters” seeking local experiences and theme trips linked to specific interests, from culture to wellness and from sport to food."

“We have accelerated digitalization” 

There has also been a significant increase in attention to local communities, “with strong demand, for example, for farm-to-fork experiences particularly from the European, US and Canadian markets, while the MICE and corporate segment is also evolving towards a more flexible and experiential model.  “It requires an increasingly diversified offering, and it’s becoming crucial to focus on multifunctional spaces and hybrid solutions. To manage these trends, we have accelerated digitalization, making the speed of response a key element of our commercial approach. We offer a balanced mix of dynamic and fixed solutions to support the budgetary needs of European travel managers and ensure continuity in bookings.”

An integrated vision of hospitality

There is also a strong focus on sustainability, ease of digital contact and combined offers for business and leisure. This integrated vision of hospitality, which is authentic, responsible and experience-oriented, allows us to strengthen our brand positioning and remain a partner of choice for global travellers and businesses.”

Graziano Debellini, president of TH Group is raising the bar with a €400 million target, and €40 million in EBITDA, by 2030.

“What are challenges for the TH Group, and its future goals?

“We invested in 2025 and have identified several goals. We know we can play a leading role in the mountains, an area we have moved into to complete our product range and competitiveness. With the reopening of the TH Borca di Cadore - Parc Hotel Des Dolomites, we have added another piece to the mosaic that now spans all seasons, seamlessly integrating sea and mountain experiences.”

“The seaside accounts for…20% of our turnover”

The art cities are a second driver of development. “We started with Assisi, Rome and Peschiera, all of which are prestigious locations. Without any pretensions of competing with the big brands’ hotels in cities and smaller towns, our aim is to develop a new product that is distinctly experiential.” And then the seaside, “which is already an important part of TH Group and currently accounts for about 20% of our turnover.”

What is the outlook for 2025?

“We are closing 2025 with a turnover of close to €300 million.   We have restructured all areas of the group, and hanks to dynamic pricing we are able to optimize occupancy and safeguard a more orderly and strategic growth. The flexibility of the length of stay, which is no longer only the traditional seven nights, allows us to reach the maximum number of customers, and thanks to partners like CDP Equity and ISA we have been able to grow while maintaining our DNA unchanged.”

What is the outlook for the coming years? What still needs to be improved?

“The hotel industry in Italy should function like a well-conducted orchestra, something that is challenging to achieve for many reasons. There is extreme fragmentation with around 34,000 active hotels, making collaboration difficult. But there are some positive examples, such as Trentino Alto Adige, which has managed to build a system that works in a similar way to that of the large hotel chains.”

What is your recipe for facing the challenges of the future with confidence?

“In the post-Covid era the hotel industry has become a necessary asset for travellers, operators and local areas. The potential for growth has expanded considerably, but it is necessary to define one's identity and invest in innovation and training, and also to join forces and view with greater esteem, attention and collaboration a sector with great potential for development, that can contribut to sustainable, long-term economic growth for Italy."