Live, in the open air.

Outdoor tourism is now a key distinctive concept in our sector, going beyond the concept of “en plein air” rooted in an image of small campsites with necessarily shared facilities, tents and caravans. The perception of open-air holidays as something simple and basic, almost spartan, has changed and continues to change. Today, people who choose outdoor holidays are looking for a high-quality, unique break with carefully selected services that enhance the travel experience.
Today, open-air holidays are becoming increasingly mainstream for both Italians and foreigners, precisely because guests are increasingly aware of the quality of this type of break. The demand for high-quality open-air facilities has more than tripled in recent decades, while demand for hotels has remained largely stable.

The key is to put people at the centre, with care and passion that allow guests to get close to nature, experience connections with the local area and immerse themselves in authentic, tailor-made experiences, by offering unique, continuously improved services.

Outdoor tourism is a way of welcoming visitors and creating holidays that differs from traditional tourism: the human dimension is always at the heart, there is a familiarity that is reflected in a sense of belonging and getting involved, and the happiness of guests grows alongside the happiness of local communities in a virtuous circle where natural, cultural and social resources are restored to the communities that live and work around our sites.  

Outdoor tourism is a way of welcoming visitors and creating holidays that differs from traditional tourism: the human dimension is always at the heart, there is a familiarity that is reflected in a sense of belonging and getting involved, and the happiness of guests grows alongside the happiness of local communities in a virtuous circle where natural, cultural and social resources are restored to the communities that live and work around our sites.  

As Human Company, our concept of open air involves a strong permeability with the local area, and we forge authentic relationships because moments of encounter and exchange are constantly nurtured to ensure that the journey becomes an opportunity for collective growth, not just individual growth. This is why we talk about regeneration: natural, cultural and social resources are restored to the communities that live and work around our sites.  

We are intrinsically linked to the natural habitat in and around our sites, and we believe in, seek out and build a close, in-depth relationship with the natural landscape, based on the principles of conservation, integration and enhancement, and supported by the awareness that even at sites that welcome large numbers of guests, no one is just a number. And it’s never just a holiday. It’s life. 

Observe,
understand,
improve.

Over the years, our desire to observe the world of tourism, and outdoor tourism in particular, has led us to want to understand, explore and delve deeper into the world of the open air. This is why we decided to create the Osservatorio del Turismo Outdoor, a publication that has become a point of reference for operators and stakeholders. The Observatory collects and analyses data to understand the evolution and potential of the outdoor tourism sector, analysing trends such as the increase in quality, the integration between nature and well-being, the role of technology and the impact of economic factors. We have invited THRENDS – a company specialising in analysis and strategies in the tourism and hospitality sector – and Istituto Piepoli – a leading Italian market research and opinion polls company – to work with us, and we have forged a media partnership with Il Corriere della Sera, under the patronage of the Italian National Tourism Agency ENIT and worked with BVA Doxa (Italy’s first market research company) on a vertical focus on sustainability. 

The 2025 season is shaping up to be a year of consolidation for the outdoor tourism sector in Italy, with a forecast of 67.7 million visitors, in line with the trend recorded in 2024. In the summer period (June–September) alone, approximately 55.8 million visitors are expected, confirming the strategic role of the high season, while the importance of the so-called shoulder months, such as May and October, is growing. 

The sector is driven mainly by the international market, with over 38 million visitors expected (+1% on 2024), consolidating Italy’s position as a “top of mind” destination for international tourists. At the same time, there is a growing presence of global players who attract significant flows and strengthen Italy’s position on international markets. 

For the domestic market, forecasts indicate 29.7 million visitors, a slight decrease (–2%) on the previous year, influenced by a reduction in purchasing power and competition from alternative Mediterranean destinations. 

At a regional level, the North East and North West areas remain the main attraction, accounting for almost 60% of total visitors together, with over 31 million in the North East and around 10 million in the North West, both showing slight growth compared to 2024, thanks mainly to international demand. 
From an economic perspective, the analysis highlights an estimated direct impact of €4.97 billion from spending by tourists who choose outdoor activities. 

 

Daily per capita spending is estimated at €73. Taking into account indirect effects and allied industries, the overall impact of the outdoor sector for 2025 is expected to be around €8.85 billion, confirming the sector’s strategic role for the Italian tourism system and economy. 

related documents

Outdoor Tourism Report: Italy Market Trends

15/05/2025

“Tourism and Sustainability” Survey 2025

15/05/2025

Outdoor Tourism Report: 2025 Forecasts

15/05/2025