Italians are increasingly inclined towards outdoor tourism: in fact, 26% of those who go on holiday will choose an establishment focused on outdoor activities.
This is the main conclusion of the summer open air tourism observatory, carried out by the Piepoli Institute for the Human Company, an Italian group in the hospitality sector.
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The study highlights Italians' willingness to take a holiday; despite rising costs, economic uncertainty and an anxiety-generating geopolitical climate, they are still eager to enjoy a relaxing break. This summer, 57% of Italians plan at least one overnight trip — a figure that rises to 90% among those who chose an outdoor vacation last year, signaling a growing loyalty to this type of trip.
In addition, the holiday calendar is expanding: June and September are gaining ground compared to July and August. While the latter remain the most popular months, their share is declining due to the trend of spreading trips beyond peak season. Specifically, September represents 29% of preferences, while June reached 12% (rising to 15% among outdoor holiday enthusiasts). The main factor for this choice is cost savings, cited by 46% of respondents (53% among outdoor enthusiasts), followed by the desire for less crowded destinations (45% overall, 43% for the outdoor segment) and milder weather (33%). This last factor is less relevant for those who opt for outdoor vacations (26%), probably because these people are already used to spending their vacations in direct contact with nature.
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Analysts therefore note that outdoor travel is no longer just a cost-based choice. Almost three in ten Italians have already decided to stay in outdoor establishments (such as campsites, villages, glamping sites or agritourism properties) — a figure that shows continued growth from 22% in 2024 and 23% in 2025..."
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