Interface Tourism Italy communication agency, thanks to The European Traveler Intelligence Monitor (Etim), the business intelligence platform for tourism, reveals what European travellers expect when they think of a trip to Italy. A concrete reflection on the profile of EU tourists wishing to visit the Mediterranean peninsula and how their interests and habits vary from country to country.
In fact, the study clearly reveals how the four European markets analysed show interesting disparities: the Spanish look for holidays in nature, punctuated by outdoor activities and stays in independent 3 or 4-star hotels, the French prefer boutique hotels and cultural stays, the Germans find their comfort by renting holiday homes and relaxing in spas and wellness centres while the Dutch want to alternate shopping and outdoor activities along the Mediterranean coast, finding their nest in private rented houses.
Interface Tourism Italy signs a new research that analyses the perception of Italy in France, Germany, Spain and the Netherlands and explores the trends that will drive travel choices during the summer season
With a panel of 20,000 people interviewed in 13 European countries, including 10,000 in the 4 markets covered (3,000 in Germany, 3,000 in Spain, 3,000 in France and 1,000 in the Netherlands), the Etim platform combines 5.7 million data points to offer a detailed analysis of travel trends.
In fact, the research shows that all target markets have placed Italy in one of the top 7 of 100 steps in the global satisfaction rankings. The Spanish seem to appreciate our country to the point of crowning it the winner of the ranking. Second position for the French and fourth and seventh position respectively for the Dutch and Germans, who prefer the Nordic countries for their holidays.
Although awareness of Italian tourism products is not uniform among Europeans, they agree on the positive perception of the destination.
Undisputed fans of the country of the Dolce Vita are the Spanish: 94% of them rate the image of Italy positively, 73% would like to visit it during a holiday and 35% intend to do so in the next three years. Even 91% of the French have a positive image of the peninsula: 62% of them intend to visit it while 21% plan to organise a holiday there in the next three years. The reputation of the Dutch (89%) and Germans (87%) is also very good: in both countries 50% of the reference sample would like to visit our country and 23% and 18% respectively plan to do so in the next few years.
None of the 4 markets recorded a satisfaction index lower than 89%, a figure recorded in the Netherlands.
French in Italy: 50-64 year olds thirsting for authenticity
Among the French, it is mainly the 50-64 year olds (50%) who want to discover the Mediterranean peninsula. They prefer smaller, more authentic accommodation: mid-range boutique hotels (38%) and private rentals such as Airbnb (37%). While they reveal a passion for moments in the open air (85%) and by the sea (40%), they also express a great preference for the many cultural experiences (41%) that Italy can offer all its tourists.
Germans in Italy: Boomers looking for independence and relaxation
The majority of Germans who have expressed a desire to visit Italy belong to the 50-64 age group, followed by travellers aged 35-49. This category of travellers tend to rent a holiday home (50%) or stay in independent 3-4* hotels (47%). They prefer outdoor holidays (86%), a beach break (60%) which can be accompanied by wellness activities such as yoga, retreats or spas (35%) but also appreciate cultural stays and shopping experiences.
The Spanish in Italy: 35-49 years old in slow tourism mode
Spaniards interested in holidays in Italy also tend to belong to Generation X, with 40% aged between 35 and 49. They go for independent 3-4* hotels (54%), but 38% of them also go for accommodation in the countryside (country houses, farms, b&b). They like holidays by the sea (49%) and in the open air (85%), as well as cultural holidays (60%). They love interacting with locals, meeting new people and enjoying the activities offered by big cities.
The Dutch in France: Millennials looking for active holidays
34% of Dutch 18-34 year olds dream of visiting Italy. They prefer to rent a holiday home (54%) or even opt for an independent hotel (36%). They also appreciate holidays in contact with nature (74%) and dedicated to bathing moments (45%), always interspersed with sport activities (40%) such as hiking and climbing.