Ferragosto It remains one of the key moments of the Italian summer, and in 2026 millions of people chose to spend it away from home. According to the Longitudinal Observatory on the tourist propensity of Italians Confturismo-Confcommercio and Swg, 13 million Italians will be on holiday During this period, 9 million will treat themselves to a longer stay, while another 4 million will choose a short vacation. Added to these are 4,5 million Italians who will take a day trip, without staying away from home. However, the numbers only tell part of the story: the research shows a increasingly differentiated, in which the length of stays, the way of choosing destinations, the budget and even the relationship with social media and online reviews change.
From digital tourist to micro-vacationer: the five Italians of Ferragosto
Among the profiles identified by the research there is first of all the “Digital” traveler, the largest group with 18 million people. They have an average budget of €1.389 per person, generally take multiple vacations during the summer, and at least one of them is long. When choosing where to go, they are also influenced by social media and travel bloggers, and once they arrive at their destination, they share photos and videos, choose restaurants and activities based on reviews, and in turn feed the online opinion circuit. At the other end of the spectrum, at least in terms of digital habits, are the 9,5 million “Silver” vacationers, over 65: seven in ten take at least one long vacation, often in a second home or staying with friends and relatives, and prioritize relaxation, wellness, and cultural experiences. The average budget is €1.237, and the preference goes primarily to Italian destinations and well-known locations.
Another significant phenomenon is that of micro-vacationers, approximately 7 million Italians choose stays of just 3-5 nights during the summer. They mostly stay in Italy, preferring hotels and seeking flexibility in booking, often organizing their trip online, even at the last minute. Their average summer budget is €828, a model that well represents the trend toward shorter vacations spread out throughout the year.
Then there are those who choose to go beyond the border. “foreign-loving” vacationer They are predominantly under 35 and focus primarily on long trips abroad, particularly in Europe, in search of new experiences and opportunities for cultural discovery. The average budget rises to €1.244 per person, and this type of traveler more often uses travel agencies, both online and traditional. Finally, there are the "creatures of habit", approximately 4,5 million Italians return to the same places every year, concentrating their holidays mainly in August. They are generally older, often live in large cities, and are primarily looking for rest, tranquility, and continuity. The average budget is €892, and even in this case, the preferred destination remains predominantly Italian, often a second home.
August 15th 2026: Beach or Mountains? Here's where Italians are going.
For Ferragosto 2026 the sea stay the favorite choice from Italians. According to estimates by Cna Tourism and Commerce, seaside resorts are at the top of the preferences for the central week of August, followed by cities and villages of art. Immediately after they arrive Mountains, lakes e spa, while the desire for nature holidays and active tourism is growing. More and more Italians are choosing walks, hikes, cycling tours, and nature parks, seeking alternatives to the traditional beach day. Food and wine experiences, crafts, and cultural heritage, along with food festivals, concerts, and shows, also make a difference in the choice of destination. The sea remains the star of Ferragosto, but a more varied way of experiencing holidays is growing, combining nature, culture, and exploring the local area.
August 15th 2026: An increasingly fragmented tourism season
Putting these profiles together, a picture of Ferragosto emerges that is very different from that of the past. There is no longer only the classic long August holiday, but a mix of different behaviors: some leave multiple times, some only take a few days off, some choose a short trip, some go abroad, and some continue to rely on traditional holidays. It is precisely this fragmentation that represents one of the main characteristics of Ferragosto 2026. As emphasized Manfred Pinzger, president of Confturismo-Confcommercio, the data depicts a tourism industry that is "more fragmented, more informed, and increasingly tied to individual needs." This transformation affects not only traveler habits, but also the way the tourism sector must organize its offerings, with the goal of distributing visitor flows more widely throughout the year.
