Summer 2025 promises to be a Record season for Italian travel: almost 9 in 10 (86%) have already planned at least one summer vacation, marking an impressive +24% compared to 2015 and reaching the highest rate globally. Among them, 38% dream of more than one trip, with an average duration of about two weeks. This is what emerges from the 24th Holiday Barometer by Ipsos-Europ Assistance.
Deseasonalization: Summer is no longer just August
The era of holidays only August seems to be outdated. In 2025, in fact, 39% of Italians will choose September to start, followed by a solid 31% to June. August, historically the most popular month, stands at 29%, below the European average of 33%. Spring is no exception: 41% have already planned holidays in April and May, while autumn and winter collect 18% and 14% of preferences respectively, confirming the trend towards deseasonalization.
Italy or abroad? The choice is increasingly international
While on the one hand, the Bel Paese remains the favourite destination for 67% of Italians (although down 7% compared to 2024), on the other hand the desire to discover the world is growing: 36% dream destinations abroad, with a 7% increase compared to last year. Spain (12%), France (7%) and Greece (6%) are the most popular destinations, while the sea remains the main attraction (66%), followed by cities of art (29%) and mountains (25%).
Between enthusiasm and new concerns
The enthusiasm for travel reaches 85% of Italians (+6% vs 2024), the highest level ever among the countries surveyed. However, alongside the desire to leave, there is also growing concerns: inflation (77%), armed conflicts (58%), personal safety (50%), extreme weather events (42%) and overtourism (38%) influence the choice of destinations.
Despite the uncertainties, only 39% of Italians subscribe travel insurance, a low figure compared to the European average of 62%. Among the main reasons, the perceived cost as too high (30%) and the belief of not needing it (16%). Among the most requested coverages: health protection (87%), baggage protection (64%) and trip cancellation (70%).
How do you travel?
The hotel remains the most popular accommodation (45%), followed by Bed & Breakfast, which reaches 32%, the highest figure in Europe. In decline are private rentals (27%). For travel, the is still the queen (51%), but theplane(46%, +8%) and the train (25%, +5%). Bookings are increasingly being made further in advance: 37% plan their trip 2-4 months in advance, while 44% book directly online.
New ways to travel and organize
Attention to sustainability is alive and well: 78% of Italians are ready to try slow tourism and 76% prefer less popular destinations. Among eco-friendly people, 89% avoid environmentally harmful activities, 85% travel in low season and over 80% choose sustainable means of transport. Green-certified accommodations are a must for 78%, while 75% use platforms specializing in sustainable travel.
As many as 20% have already used it artificial intelligence to plan a vacation, and a further 26% are ready to do so: the most advanced in Europe. AI is used above all to create itineraries (44%) and search for information on accommodation (42%) and destinations (41%).
