Italy land of the holiday on the road

On-the-road holidays are becoming increasingly popular. This year, 67.7 million presences are expected, with an average return on the territory of almost 100 euro per day, 97.8 euro to be precise, spent mainly on food products, especially local products. According to a study by Ergo, a spin-off of the Scuola Superiore Sant'Anna in Pisa, out of 13 days of holiday an average of 9 meals are consumed outside the camper van. 72% of those who choose the home on wheels travel in Italy, visiting small villages and less touristy places to the benefit of local shops, bars, restaurants and, of course, campsites and rest areas. A form of tourism that, according to the study, generates a lower environmental impact than car and hotel holidays, with a 30% reduction in emissions and 27% reduction in water consumption: data that show how the sector supports small local economies, and does so in a sustainable manner. The campervan driver experiences the chosen destination and takes advantage of all the opportunities offered, nature, museums, historic centres, typical products and local crafts.

The 2025 season is expected to be one of growth for outdoor tourism in Italy, with a forecast of 67.7 million presences and the sector is once again being driven by the foreign market, for which more than 38 million presences are expected (+1% compared to 2024), while according to data from Human Company's 2025 Outdoor Tourism Observatory, the direct economic impact of the sector is around 4.97 billion euros, and if we add to direct expenditure also indirect expenditure and induced activities, we can arrive at a forecast of around 8.85 billion euros.

With regard to the purchase of motorhomes between January and December 2024, registrations in Italy were +19.20% over the previous year. Italy is Europe's third largest producer of motorhomes, after Germany and France, with an annual turnover in excess of 1 billion; direct and indirect employees in the industrial sector number more than 8 thousand, to which must be added the distribution dealers. Over 80% of Italian production is destined for export, and Made in Italy products are appreciated for their design and high quality standards. These are some of the data confirming that the motorhome sector makes a significant contribution to the Italian economy, whether we are talking about production, sales of vehicles, accessories, or camping or rest areas. The highlight for the sector is the Salone del Camper, which this year will be held from 13 to 21 September at Fiere di Parma in cooperation with Apc, the Association of Caravan and Motorhome Producers. It will be a moment of confrontation to get to know the sector in depth and see what is new.

"The motorhome is an investment that maintains its value over time and the purchase is possible thanks to the numerous types of financing that can be accessed. The recreational vehicle never disappoints, it is a travel and life companion for an increasing number of people, as confirmed by the data of the sector, which is growing with an increase in registrations of new motorhomes of 9.5% in 2024 in Europe and 19.20% in Italy," explains Gloria Oppici, brand manager of Fiere di Parma. The importance of the sector is also demonstrated by the attention paid by the Ministry of Tourism, which has allocated 33 million in 2024, a call extended until 22 January 2025, for the creation and redevelopment of camper van parks, with the aim of attracting quality tourism. This is also confirmed by the fact that more than 170 exhibitors have already signed up for the Camper Show scheduled for next September".

According to a survey by Enit on Italian tourism trends, a direct correlation emerges between the export of our products and incoming tourism. Made in Italy excellences that are taken home as 'souvenirs' or gifts for friends and relatives are a sort of 'business card' and attract tourists. First and foremost, the agri-food products sector: the main destination countries of Italy's agri-food exports are Germany (15.4%), the United States (11%), France (11%) and the United Kingdom (6.8%).