By 2026, almost 90% of Italians will travel on summer vacation, driven by the phenomenon of "whycation", where the meaning and purpose of the trip matter more than the destination. The main common goal is to slow down and disconnect (34%), although Gen Z values cultural growth and older generations focus on well-being.
However, 51% of travellers (especially younger travellers) face the social pressure of the "perfect holiday" and decision-making fatigue, aggravated by limited budgets and rest times.
The coast continues to be the preferred destination (51%), but interest in itinerant and flexible travel is growing (33%), with road tourism standing out among young people. In addition, artificial intelligence is gaining strength in vacation planning, being accepted by 55% of Italians and rejected by the majority of Baby Boomers.
