Luxury tourism: Italy among the top destinations

Tourism is a rapidly growing industry in Italy: 80% of pre-Covid luxury purchases in Italy were made by foreign tourists.

This niche market represents 3% of the country's GDP (corresponding to 13% of GDP in terms of the tourism market) and acts as a driving force for the Italian economy.

Luxury tourism generates 15% of total hotel sector revenue and 25% of total tourist spending (direct and indirect).

High-end international tourists spend approximately 23 billion euros in Italy (7 billion euros on accommodation, 2 billion euros on dining, and 14 billion euros on visits, tours, and shopping).

Traditionally, luxury tourism demands a unique, authentic, and high-quality experience, delivered through personalised and exclusive services. In the post-pandemic period, new needs for inner fulfilment have emerged among travellers, who are now seeking more spiritual and emotional experiences.

Luxury tourism is therefore fundamental to a return to growth and will likely be the first segment of the tourism industry to return to its former peaks in Italy. High-end travellers want to travel again and enjoy the world's finest destinations, especially Italy. They will be the first to do so, precisely because they can afford higher standards of comfort and safety.

In 2021, among the accommodation types chosen for overnight stays in Italy, hotels predominate: 4.5 million French overnight stays, representing 65.5% of total nights, compared to approximately 2.4 million in non-hotel accommodation, the remaining 34.5%.

Very positive forecasts for luxury tourism in Italy are confirmed for 2022.

Italy is, in fact, among the preferred destinations for top-end travellers seeking art, culture, and food and wine experiences.

For French tourists in October and November 2022, Italy ranks as the second most searched destination for accommodation on Google for international travel, behind Spain and ahead of the United States.

In the first six months of 2022, French travellers in Italy spent approximately 1.6 billion euros, 180% more than in January to June 2021. The leading tourist destinations are Lombardy, Piedmont, Lazio, Liguria, and Tuscany.

The sector is therefore able to satisfy high-end tourism clients who expect, in addition to the safety so widely sought in recent years, even greater consultancy, event travel, hyper-exclusive and above all responsible personalised experiences.

For December 2022, French air bookings to Italy are in line with those of the same month in 2021, accounting for 6% of total international bookings.

Despite geopolitical and economic tensions, the trend remains very positive for 2023, as the absence of Russian and Asian markets is partly offset by the return of European and American clients.

By 2025, the luxury clientele in Italy will reach 450 million, compared to 390 million in 2019, driven primarily by the growth of the middle class, especially in Asia. In the meantime, Italy remains the most attractive country for luxury holidays, traditionally considered the ideal destination for high-income clients, families, and honeymooners, and is attracting a growing number of Millennials and Generation Z. Representing 20% of international tourists, this is the new clientele in this recovery phase, with new desires and expectations. Luxury holidays have become a way to be seen, to confirm one's status and identify as part of an elite social group. Contemporary travellers share their experiences on social networks and become ambassadors for their own journeys.