To support the positive upswing post-Covid, Italy was present at the 2022 edition of The Luxury Travel Market International (Iltm) in Cannes with 19 regions, Rome and some 126 travel companies.
Italy a favourite destination for high-end travellers looking for art, culture, food and wine
In October and November 2022 Italy was the second favourite destination for French travellers, preceded by Spain and followed by the United States according to Google accommodation searches. In the first 6 months of 2022 French visitors to Italy spent €1.6 billion, 180% more than in January-June 2021. The most popular regions were Lombardy, Piedmont, Lazio, Liguria and Tuscany.
The return of European and American tourists
A Virtuoso survey shows that high-end travellers to Italy are looking for personalised, hyper-exclusive, responsible experiences, and the outlook remains very positive for 2023, with the absence of the Russian and Asian markets is partly offset by the return of European and American tourists. December’s French airline bookings to Italy were in line with those of the same month in 2021, and hotels were the most popular choice with 4.5 million French visitors against the 2.4 million taking non-hotel accommodation
“Italy is attracting millennials and generation Z travellers”
"Traditionally considered the ideal destination for the affluent, family and honeymoon and MICE travel, Italy - says ENIT’s new CEO Ivana Jelinic - is also increasingly attracting millennials and generation Z travellers looking for sustainability and something new."
