Travellyze blog

Summer travelers and their Impact on European Markets

Tourism has undergone significant changes in recent years, and an interesting trend has emerged in Italy. According to an article published in Guida Viaggi titled "MARE 2023: IL PASSAPAROLA DELL'ITALIANO TRANQUILLO CHE FA DA SÉ" ("Sea 2023: The Quiet Italian's Word of Mouth Doing It Themselves"), more and more Italians are choosing to organize and plan their own sea vacations in 2023. This approach, known as "fa da sé" in Italian, involves travelers taking full control of their holiday experience, from choosing the destination to finding accommodation and activities. This exclusive analysis reveals valuable insights into Italians' beach vacations in Italy and how they influence the European markets of France, Germany, and the United Kingdom. In this article, we will examine and analyze the key findings, providing a fresh and structured perspective.

The Profile of Summer Travelers in Italy

Our research shows that summer travelers in Italy are described as "calm individuals." They are predominantly mature women. Within this demographic group, they are aged between 45 and 54, and mostly they are married or in a relationship. In terms of budget, most beach travelers allocate a medium-low budget for their vacations. The research indicates a budget below one thousand euros and minorly between one thousand and three thousand euros at their disposal.

Analysis of Influence on European Markets

The data collected, also provides deep insights into how the profile of Italian summer travelers follows the same trend in other European markets. Overall, the sea is considered the primary travel motivation and the ideal destination for 54.5% of European travelers. However, there are significant differences observed among the markets of France, Germany, and the United Kingdom.


In France, 52.4% of travelers consider the sea as their main motivation for travel. Additionally, it is noteworthy that 23.5% of French tourists have a lower spending budget, with a maximum of one thousand euros. This suggests significant demand for affordable options among French travelers who wish to enjoy beach vacations in Italy.


The German market stands out for its willingness to spend more on beach vacations. Almost 40% of German travelers allocate a budget between three thousand and ten thousand euros. This indicates a higher propensity to seek high-quality experiences and luxury accommodations in Italian coastal destinations. It is essential for tour operators and hotel businesses to offer attractive options and high-level services to meet the demands of this market segment.

United Kingdom:

In the British market, there is a polarization in spending preferences. On one hand, 3.9% of UK travelers are willing to spend over ten thousand euros, indicating the presence of a select group of high-end travelers. On the other hand, 17.9% have a more limited budget, with less than one thousand euros to spend on their beach vacations. This suggests an opportunity to provide affordable options and appealing promotions to attract these "budget-conscious" travelers.


In the European market, the sea is considered the primary travel motivation and the ideal vacation by 54.5% of travelers (France 52.4%, Germany 59%, United Kingdom 53.7%). To win them over and make them come to Italy, it is important to respond to their needs. The top 3 travel factors of european summer travelers:
The analysis of the profile of summer travelers in Italy and their impact on European markets reveals important trends and preferences. Understanding the characteristics and needs of these travelers allows the travel industry to adapt and develop effective strategies to meet their demands. Italian coastal destinations can leverage these insights to offer unique and appealing experiences, ensuring a steady flow of tourists and sustainable growth in the beach tourism sector.
Market intelligence Travel/tourism insights