In spite of rising prices and economic uncertainty, which continue to weigh on household budgets, in addition to the concerning geopolitical context, Italians' desire to travel shows no sign of abating. For summer 2026, 57% of Italians are planning at least one overnight stay; among travellers who chose an open-air holiday last year, this figure is 90%, reflecting a growing loyalty to this type of travel. These results were revealed in the new survey for the Summer Outdoor Tourism Observatory, carried out by Istituto Piepoli on behalf of Human Company, an Italian group and leading player in the hospitality sector.
news - 20-07-2026
Summer 2026: Human Company and Istituto Piepoli survey on Italians' travel plans and open-air tourism
Almost 6 out of 10 Italians are planning to travel, while open-air tourism continues to grow
The season is growing: June and September gain ground
While July and August remain the most popular months, there is a clear trend towards off-season travel: September is now the preferred choice for 29% of respondents, while June accounts for 12% (15% among outdoor holidaymakers). The main reason for this choice is economic savings, as indicated by 46% of respondents (53% among travellers who prefer outdoor trips), followed by a desire for less crowded destinations (45% in general, 43% for open-air tourists) and milder weather (33%). The weather proved less important to outdoor holidaymakers (26%), probably because they are already accustomed to spending their travels in close contact with nature.
There is also good news in terms of length of stays: the balance between travellers planning longer and shorter holidays has finally been restored. After a shift of 13% in 2023 and 3% last year, 52% of respondents are planning to maintain their previous holiday length. This result reflects a return to stability in terms of travel habits, with holidaymakers shaking off the desire to cut the number of nights away.
Open-air travel is no longer just a matter of convenience
26% of people who have already decided to travel during the summer of 2026 plan to stay at an outdoor site (campsites, villages, glampsites, farm stays), which represents an increase compared to 22% in 2024 and 23% in 2025. This preference is no longer motivated solely by budget: the main reason is the desire for freedom (38%), followed by contact with nature (29%) and the opportunity to do many activities (24%); in fact, economic reasons have fallen to 21%.
However, expectations are growing with regard to these sites: 71% of Italians expect well-prepared staff who are attentive to guests’ needs; 69% are looking for well-maintained common areas that are more than just functional; and 67% are interested in supporting the local area through the organisation and promotion of dedicated activities and experiences. 70% of travellers use digital channels to learn and book, but continue to value human contact during their stay, while pre-departure services play a central role for 64% of guests.
The seaside remains the top choice, but demand for alternative destinations is growing
The seaside remains the preferred destination for Italians (58%), although it has slightly declined compared to previous years, followed by cultural holidays in artistic cities (21%) and the mountains (16%). Among travellers who choose outdoor pursuits, the results differ: while the seaside holds the top spot (55%), mountains (20%), hiking (14%), food and wine (9%) and rural holidays (8%) are on the rise, reflecting a growing demand for outdoor experiences with an increasing focus on an authentic connection with the local area.
Growing budgets but greater care and attention
The average expected spend for a 2026 holiday is around €1,993: an increase compared to €1,700 in 2024 and in line with the €1,949 reported in 2025. Among travellers who prefer outdoor holidays, the average budget remains higher, at around €2,350 (a slight decrease compared to the 2025 figure of €2,680), highlighting that this type of holiday is increasingly associated with a premium and quality experience. In both cases, accommodation is the main expense, followed by travel and dining costs.
The high cost of living remains the number one concern for travellers
70% of Italians who are inclined to travel say that the increase in bills, food and fuel has had a major or moderate impact on their holiday choices; among those who prefer the outdoors, this percentage is 77%. For people who have decided to not to go on holiday (43% of the sample), economic reasons were also the top motivation, indicated by 41% of respondents, followed by health reasons (38%) and family commitments (22%).
Italy remains the favourite, with some caution about travelling abroad
78% of Italians who are inclined to travel will remain in Italy (83% of outdoor enthusiasts), compared to 22% of holidaymakers who will choose to travel abroad. Sicily, Apulia and Tuscany are the leading domestic choices; outdoor holidaymakers prefer Apulia (16%), Tuscany (14%) and Sicily (13%). The current international context is weighing heavily on more distant destinations or places perceived as unstable: 39% of Italians say they are less likely to choose the Middle East and North Africa, while 36% are more cautious about long-haul destinations (such as the United States, Asia and South America). The impact is less significant with regard to Western Europe (27%) and neighbouring countries (26%).
Domenico Montano, CEO of Human Company.
“The Observatory has confirmed that Italians continue to consider their summer holidays an absolute priority: almost 60% have already planned at least one holiday, and the increase in holiday budgets highlights strong demand and a growing willingness to invest in travel. The growth in average spending on holidays reflects a change in travellers' priorities: today, the value of a stay is increasingly measured by the quality of the guest experience. Travellers are investing not only in accommodation, but in a range of elements that make the stay unique, from activities to services, to discovering the area's local specialities. In this context, open-air tourism is undergoing a significant transformation, establishing itself as a conscientious choice, guided by a search for authenticity, quality and value, as well as convenience.
At the same time, the current economic climate makes value-for-money even more central in the minds of Italian travellers. For this very reason, the consistent average holiday length is an encouraging sign: despite the uncertainties, Italians continue to recognise the value of travel as a priority, protecting the time dedicated to rest, discovery, and experiences."
Livio Gigliuto, Chairman of Istituto Piepoli.
“We may be witnessing the birth of a new model, based on a kind of “adaptive holiday”: Italians are not giving up on travelling, but they are changing the timing, places, and methods to strike a balance between their desires and caution. The time frame is expanding, and the months of June and September are increasingly preferable, while open-air activities are becoming an element of travellers’ identities, rooted in freedom, nature, and their relationship with the land. Alongside traditional destination tourism, experiential tourism is also growing. Of course, we are becoming more selective: budgets are increasing, but so are Italians’ expectations in terms of quality and services."