The summer of 2024 looks promising for Italian tourism, with Lake Garda emerging as one of the preferred destinations along with Salento and the Amalfi Coast, surpassing Sardinia unexpectedly. According to a survey by AstraRicerche for Emma Villas, the majority of Italians (84.4%) will choose to spend their holidays in Italy. A total of 65.8 million tourists, including Italians and foreigners, are expected, generating over 266 million overnight stays and a total expenditure exceeding 43 billion euros.
The research also highlights a growing desire for high-quality and sustainable vacations. 75.3% of travelers are looking for outdoor sports activities, while 65.4% are seeking relaxation. The demand for villas and country houses has increased by 6.4% compared to 2023, with a particular interest in destinations such as Tuscany, Umbria, and Sicily. Additionally, tourists show a strong preference for sustainable facilities and pet-friendly services.
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