As critical issues and opportunity risks persist operators are calling for a systemic vision, warning that chronic inefficiencies could erode Italy’s competitive edge.
Critical issues
Empty beaches, outdated infrastructure and lack of coordination top the list of concerns. The critical issues have not changed. “They are the difficulty in finding staff, obsolete structures, lack of coordinated promotion and harmful disintermediation. In some seaside resorts, even on central weekends, the beaches were empty. This should give us pause for thought,- says Matteo Mambelli, CEO of Arcadia. -The system has chronic problems: insufficient flights to smaller destinations, poor redistribution of tourist taxes, rising prices not justified by services, unmanaged overtourism in the art cities, poor generational personnel turnover. Without a national tourism strategy the risk is that things will never change We can still grow, but we need an industrial vision of tourism. Spot promotions or bonuses are not enough. We need networking, quality and true alliances. We are ready, but we want to be able to operate with a clear vision for the future.”
Opportunity risk
Are the upcoming winter Olympics a golden chance or a potential boomerang? Mambelli's opinion is shared by Dina Ravera, who reminds us how even big events can either be an opportunity to be seized or a dangerous boomerang. "The Winter Olympics are an extraordinary opportunity to enhance the Italian Alps as an experiential and not just a sporting destination But high fares and very strict non-refundable cancellation policies are holding back access, especially for international leisure tourism. To seize this opportunity the offer has to be more flexible, inclusive, and geared to those who want to enjoy the mountains through culture, food, or nature beyond sports.
Jubilee impact
Some visitors are put off by prices and crowd fear and are delaying Italy plans until 2026.
Regarding the Jubilee Gino Acampora, CEO of Acampora Travel points out: “The Jubilee may have driven tourists away rather than attracting them. Some of our clients even suspended planning Italy for 2025, postponing everything to 2026, to avoid both the presumed crowding and the high prices.”
