AIAV – Italian Association of Travel Agents, has released the results of a survey carried out among 700 of its members to assess the performance of the spring season and project the outlook for the summer of 2026. The data reveals a market marked by a sharp initial contraction — with 86% of respondents reporting declines of up to 50% during the spring "bridges" — followed by a gradual recovery in bookings from June and early July, accompanied by a sharp return to last-minute sales.
"The data shows that, fortunately, Italians have not stopped traveling, but they are making decisions more cautiously. They wait until the last moment and look for safe and reliable options. The Gulf crisis has helped to redirect attention to the perceived value of travel agencies: many independent travelers have been left helpless, facing significant disruption without a point of contact to offer timely assistance," explained Fulvio Avataneo, president of AIAV. "The package tourism sector faces a slow season – impacted by geopolitics, rising costs and reduced household purchasing power – but it remains the most effective means of converting volatile demand into real travel. Recovery is nascent yet real, driven by the ability to interpret customer behavior in real time and deliver flexible solutions."
As for product and destination segmentation, summer deals focus mainly on short- and medium-haul trips. Around 75% of agencies report an excellent performance for Spain, Greece and Italian coastal destinations, with positive trends for Egypt and local domestic tourism (growing for 84% of respondents, including the lakes and mountains segments). Cruise bookings remain stable, while the long-haul sector shows a polarizing trend: travel to the United States is declining, while destinations such as Kenya and Thailand maintain good results — although bookings for the latter are concentrated on departures in the fall and winter (starting in October). A structural finding from the survey concerns the role of insurance coverage, which is now considered by all agencies interviewed as a standard and non-optional component of the travel package.
