By 2026, 72.1% of families with children will take at least one holiday trip, spending an average of 9.6 nights away from home throughout the year. This is a constantly growing sector, with specific needs, which predominantly opts for domestic destinations in Italy.
These conclusions derive from the study "The Value of Family Tourism – Holidays with Children: Market, Economic Impact and Destinations", carried out by JFC. According to the survey, 76.6% of Italians say they are willing to spend a little more to ensure that their children have a pleasant and worry-free holiday. This market segment represents a potential audience of approximately 35 million Italians; This year, 7,855,000 families will take at least one holiday trip, totaling 241 million nights of stay and estimated spending between €15 billion and €22.7 billion.
As for the travel season, families not only travel in summer, but also book days for trips in autumn and winter. In terms of accommodation, hotels occupy the first place — preferred by 48.7% of families — followed, by some distance, by houses or apartments, with 16.8%..."
