Women are dominating the tourism scene in this period. This is confirmed by the data processed by Osservatorio dell’imprenditorialità femminile Unioncamere-Infocamere e dall’Osservatorio sull’economia del turismo delle Camere di commercio italiane.
The phenomenon of women travelling alone is emerging and has been growing strongly in recent years. Moreover, around 80% of all travel choices are made by women. The web also reflects this phenomenon: 152 million Google results were returned by typing Solo Female Travel, compared to 100 million for Solo Male Travel.
Women travelling alone trust the advice of Facebook groups and, more generally, of social networks and blogs created by women for women.
In this context, among the “tribes of tourists”, the woman tourist is also a member by right, with very marked characteristics including a preference for cultural (46.5%), nature and “adventure” trips, the choice of purchasing local goods and products, with a higher average expenditure than male tourists and a greater attention to responsible travel.
As regards the summer that has just ended, the surveys carried out by Isnart on the choices and motivations that have moved women’s tourism, offer some food for thought: in the current pandemic context, 23% of women, both Italian and foreign, have oriented their choice towards Italy, also thanks to the perceived “Covid security” of our country.
Moreover, 56% of the women interviewed declared to have been directly influenced by the measures in their choice of stay. In the last summer season, women travelling alone preferred to be hosted by friends or relatives rather than staying in accommodation facilities.