More and more travellers are choosing green travel

Holiday home tourism in Italy has historically followed a pattern of concentration on a few iconic destinations, such as the great cities of art (Rome, Florence, Venice), the most famous seaside resorts (Amalfi Coast, Riviera Romagnola), regions particularly loved for their landscape and culture (Tuscany, Sicily, Puglia) and abroad. Often, however, the most popular destinations are taken by storm by tourists, especially during the high season. Overcrowding, loss of authenticity and massification of tourism and commodification of local culture are leading more and more people to choose destinations less frequented by mass tourism and embracing a sustainable, authentic and environmentally friendly approach.

In this new trend, a strong preference emerges among Italians for the reappropriation of spaces and slow rhythms, far from the chaos of the most crowded destinations. In this context, the promotion and valorization of rural areas and lesser-known villages is moving, with the development of sustainable tourism projects that focus on local excellence, the short supply chain, the traditions and the beauty of lesser-known territories.

GREEN HOLIDAYS FOR 10 MILLION PEOPLE

Summer 2025 looks positive for Italian tourism, with an increase in the number of holidaymakers. Of the approximately 38 million Italian holidaymakers, approximately 10 million will opt for a green holiday, with a 10% increase compared to the summer of 2024.
Four out of 10 people are willing to spend more to stay in eco-friendly accommodations, accommodations that use renewable energy, adopt sustainable waste management practices and minimize the use of plastic, including agritourism, eco-lodges and certified sustainable hotels.

Green holidays conquer 35% of travellers who declared they prefer destinations in direct contact with nature and that promote sustainability. 40% of tourists are interested in participating in excursions on foot, by bike or on horseback, which represent activities with low environmental impact and that allow them to explore and appreciate the natural beauty of the destinations visited.

50% of tourists who opt for green holidays participate in food and wine tours that promote local, organic and zero-mile products, thus supporting local economies and reducing the environmental impact related to food transportation. 60% of green tourists participate in local cultural events, such as fairs, festivals and craft workshops.

DESTINATIONS

Boom for little-known villages and destinations: village festivals and celebrations saw a +63.8% increase in attendance compared to 2023.

Among the less popular destinations, the presence of tourists in the villages and inland areas of Calabria has increased by 15% thanks to its combination of natural beauty, authentic gastronomy and less crowding compared to traditional tourist destinations. Basilicata, known for Matera, the city of Sassi and a UNESCO World Heritage Site, is attracting more and more visitors for its cultural and landscape attractions with a 12% increase in attendance, especially in eco-friendly facilities that promote sustainable activities. Small villages such as Castelmezzano and Pietrapertosa, nestled in the Lucanian Dolomites, which offer an authentic experience, breathtaking views and a zipline adventure in the mountains (Volo dell’Angelo), are attracting visitors to this region. The presence of tourists in Friuli Venezia Giulia is also increasing by 10%, a region that is gaining popularity thanks to its variety of landscapes, from the mountains to the Adriatic coast, and the offer of food and wine tourism. Tourists choose this destination for excursions and tastings of local wines.

FAVORITE TYPES OF STRUCTURES
Great success for agritourisms, which will register a 15% increase compared to the previous year, confirming the growing interest in structures that offer experiences in contact with nature, such as the countryside and natural parks, and local products.

Compared to 2023, Glamping has recorded an increase of 18%, a combination of the glamour of camping with the comfort of a hotel structure. A choice that is becoming especially among young people and families.

The greatest increase is recorded for holiday homes and apartments, thanks to greater flexibility and the possibility of independently managing one’s holiday. This type of accommodation records a very important increase of 30%.

COSTS

The average cost for a week-long green holiday in Italy varies depending on the type of accommodation chosen and the location. For a week in a farmhouse, it ranges from 500 euros per person in the low season (June and September) to 800 euros in the high season (July and August). The glamping trend is driving up prices: for a week, it ranges from 700 euros in the months of June and September to 1000 euros in July and August, per person. Prices for holiday homes are more moderate, with prices averaging 400 euros for a group of 4 people in the low season and 700 euros in the high season.