High holiday costs put the holidays of the Italian middle class at risk

Forecasts for the summer of 2024 are positive thanks to the arrival of tourists from abroad, but for Italian families, the middle class, the high cost of holidays is weighing heavily. "Undoubtedly on holiday spending, particularly for the middle class, the high prices have weighed heavily compared to the spending capacity," explained Dante Colitta, Welcome Travel Group network director, at a meeting organised by Bit-Fiera Milano at which the trend of the season was reviewed. "In Sardinia, Sicily and Apulia there is availability - continues Colitta -. The average expenditure per person has grown by about 10% and for a short-medium range holiday we spend 1,300 - 1,400 euro which become 2,500 - 2,800 euro for a long range one". So between January and April travel agencies did a lot of work "and bookings grew by 30-35% thanks to high-spending customers who choose faraway destinations such as the USA, the Indian Ocean, Kenya, Zanzibar and Japan, which could quadruple the number of visitors". The slowdown is being felt by the middle class, families who have to allocate between three and five thousand euro for a week's holiday. The length of stay is also decreasing: those who, before the pandemic, used to allow themselves 15 days are now content with 11 days "or take short breaks," adds the director of Welcome Travel, who adds, "The bad weather has also not helped us because it has kept customers away, and the agencies fill up when the weather is warm.

If there is still availability in Italy, short- to medium-haul destinations such as Greece, Spain and 'Egypt is the first destination in terms of quality/price ratio and cannot be replaced because a budget of around one thousand euros per person is sufficient. It is the destination Italy that is the real problem between high prices and the decreasing spending capacity of families'. Egypt is betting heavily on Italian tourism and Egyptair is increasing its flights, both scheduled and charter, such as the seasonal one connecting Palermo with Sharm El Sheikh together with the tour operator Going, while from Milan Malpensa there will be a direct flight to Luxor. The Ministry of Tourism in Cairo reports that in 2023 Egypt recorded 14.9 million visitors, up 27% from 2022 and far higher than the historical record of 13.1 million arrivals recorded in 2019. Italian tourism plays an important role, growing by 250% with a total of 850,000 arrivals.

If Italian holidaymakers are on the brink due to reduced availability of funds the season, as in recent years, will be saved by arrivals from abroad, the incoming. In fact, Italy, according to the European Travel Commission's May 2024 surveys, is confirmed as the most attractive destination with 8.4% of travel intentions followed by Spain (8.1%), France (7.1%) and Greece (6.3%). Moreover, 75% of Europeans intend to make at least one trip this summer, +3% compared to last year. "The data confirm a fast-growing sector," says Magda Antonioli, vice president of the European Travel Commission. "Italy is also first in terms of sentiment, and the more foreigners there are the more the concentration in the same periods is dampened. According to Magda Antonioli, this year the overnight stays of foreign guests will be at 52%, in line with the trend of the last two years and, quoting Forward Keys data, she recalls that a 12% increase in international arrivals is estimated. Long-haul arrivals are growing, from the USA (+14%) but also those from neighbouring markets such as Spain (+44%), Denmark (+43%) and Austria (+30%). From the classic holiday in the Belpaese in the name of sun, sea and food, because more and more guests, Italian and not, are going further, in search of the emotional journey. Some go in search of cool destinations to escape the sultriness, others opt for cycle tourism, spiritual walks, outdoor experiences, those that satisfy the palate, and all-round well-being.