- Italian organised tourism market is expected to reach €11.3bn in 2026.
- Tour operating accounts for €4.3bn and cruise sector €1.3bn.
- Revenues are running about 4pc lower than last year.
- Travellers are shortening trips and choosing lower category hotels.
- Average passenger spend for an organised trip is approximately €1,600.
The Italian organised tourism market is expected to reach €11.3bn by the end of 2026 according to Astoi Confindustria Viaggi. Revenues are running about 4pc lower than last year due to geopolitical tensions and higher costs. Travellers are shortening trips and choosing lower category hotels while seeking more experiences and cultural immersion.
The total valuation is distributed across tour operating at €4.3bn, online travel agencies at €2.9bn, physical travel agencies at €2.8bn and cruise sector at €1.3bn. The sector faces a projected 4.1pc decline in revenue for the autumn-winter season due to geopolitical tensions, high inflation and rising airfares.
Travellers are increasingly shifting toward extreme early-bird bookings or very last-minute purchases within 30 days of departure leaving a gap in mid-range planning. While the desire to travel remains resilient travellers are opting for shorter trip durations, shifting to more affordable hotel categories and prioritising flexible cancellation terms. The average passenger spend for an organised trip sits at approximately €1,600.
