PRESS RELEASE
Spring holiday bridges: around 14 million Italians are ready to travel
With 25 April falling on a Thursday, the 2024 calendar is especially favourable for people planning a short break from work. Italians are preparing for the spring holiday bridges with a strong orientation towards travel, especially to small villages and art cities, according to joint research by the Italian Food & Wine Tourism Association and ISMEA.
“The exceptional nature of this long bridge encourages Italians to travel and discover small villages, territories rich in charm and history, less crowded and at the same time more affordable, alongside the classic art cities. Rural landscapes remain among the most desired experiences and should be valued as a driver of economic, social and cultural value for inland areas,” says Roberta Garibaldi.
Despite concerns linked to unstable weather and a complex geopolitical situation, around 14 million Italians, roughly two out of three among those who have travelled in the last three years, are expected to take a trip during the spring bridges. Of these, 56% are planning holidays of two to three days, 23% will take a single day trip without an overnight stay, 17% will travel for a full week and 4% will extend their break beyond seven days. Only one third of Italians say they have no intention of leaving home.
Holiday budgets are also holding up. Compared with the same period in 2023, 54% say their budget is unchanged, 21% report a slightly higher budget and 5% a much higher one. Italy remains by far the most popular destination, while fewer than 13% plan to travel abroad.
Among destinations, art cities and small villages top the ranking, ahead of seaside resorts, with rural destinations also performing well. Hill destinations, mountains and lake areas follow. In Southern Italy, the appeal of seaside destinations is six percentage points above the average, while among younger travellers the strongest appeal lies in villages and art cities. Seaside destinations dominate especially in the 35-44 age group.
The most desired food and wine activity for spring travel is the enjoyment of rural landscapes (30%), confirming a European trend that has strengthened since the pandemic and the desire to interrupt work routines with immersive experiences in nature. This is followed by tasting experiences in restaurants, particularly appreciated by travellers aged 25 to 34, and by food and wine events.
Gen Z travellers show greater openness to less conventional experiences, such as wine- and olive oil-themed spas and active formats. The car remains the preferred means of transport for the upcoming bridge holidays (63%), followed by trains at 17%. Younger travellers aged 18 to 34 are the most inclined to consider alternatives to private cars.
