Programme

The first Survey on Open-Air Tourism will cover the number of campsites and tourism villages in Italy, who the Italian and foreign guests are and where they go, online satisfaction levels, tourism trends and forecasts, and the value of Italy’s outdoor offer.

The survey is conducted by Human Company, a Florence-based group that is sector leader in Italy, in partnership with Travel Appeal, a start-up that deals with big data analytics for tourism. It is presented as a complete analysis tool for all socio-economic aspects and trends relating to the open-air market in Italy, beginning with the analysis of over 2,000 facilities surveyed online between 2016 and June 2018, with a total of more than 270,000 comments gathered on the main social media sites, websites and OTAs, including Facebook, TripAdvisor, Google, Booking and Expedia.

For the 2018 summer season, the survey projects an average increase in tourist numbers of 1.4% with a peak in July (+3% in estimated flows), with growth for 80% of Italy’s regions. The regional distribution of estimated tourism flows puts Basilicata in first place, with an increase of almost 6%, followed by Piedmont (+4.9%) and Valle d’Aosta (+4.4%). For Tuscany, Veneto, Lombardy and Puglia, which overall account for 40% of the outdoor offer online, growth is seen at an average of 2.1%.