Mathematicians would call it "Q.E.D. (what you wanted to prove). Early indicators pointed to a summer marked by last-minute bookings, and now that the season is underway, the situation confirms this trend. Travel agencies and tour operators agree that the pace of bookings has increased since the second half of June.
Driven by heat waves and attempts — more or less effective — to ease international tensions, the latent desire for holidays is now turning into action. Italians have returned to booking summer vacations — albeit cautiously — allowing agencies and operators to gradually reduce the gap compared to the previous year.
"In the last three weeks, we have seen significant growth compared to last year," Marco Peci, Chief Commercial Officer at Quality Group, told TTG.
Veratour has also confirmed this turnaround. Since mid-June, the operator has recorded a steady increase in daily booking confirmations, with volumes 10% higher than in the same period last year. This signals that consumers are gradually overcoming the initial uncertainty. "When complex situations arise — such as the ones we have seen in recent months — the initial reaction of the market is always emotional: customers do not necessarily give up on their vacation, but postpone the decision," explained Stefano Pompili, Co-CEO of Veratour.
What the associations say:
The return of companies in the sector is corroborated by preliminary data from organized tourism associations. The Astoi Confindustria Viaggi Observatory and a recent survey carried out with agencies associated by AIAV highlight "initial signs of recovery since June", with demand concentrated mainly in Italy and Mediterranean destinations, seen as safer and more reassuring options..."
