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.”
