Positive trend for bookings in June and arrivals from abroad at 55%.

Yet something is moving. It is the Italians who are discovering holidays in what are technically called the shoulder periods, i.e. the months of June with September and October. This year in June there is a slight growth in arrivals (+1.8 per cent) and in presences with +1.3 per cent. Thus in June, arrivals will be around 15.2 million for a total of over 53 million presences. This is what is revealed by the calculations carried out by CST - Centro Studi Turistici di Firenze (Tourism Studies Centre of Florence) for Assoturismo Confesercenti, on the basis of a survey conducted on 1,489 Italian accommodation entrepreneurs. Accommodation businesses report an increase in bookings mainly from European tourists, particularly from Germany, France, Switzerland, Belgium, the Netherlands, Austria, Poland and Spain. On the other hand, flows from Australia and China are slightly down, due to the economic and geopolitical context. Demand from the USA is slowing down, after a long period of growth. As far as Italians are concerned, growth will be particularly contained with a +0.6% increase in admissions, totalling more than 23.8 million. Much more substantial is the increase in the attendance of foreign tourists (+1.9%), totalling 29.1 million. On the overall total of expected presences, therefore, there is a first overtaking: in June the incidence of foreign demand will be 55%.

"Despite the uncertainty of the international context, tourism continues to show positive signs, especially thanks to the contribution of foreign demand, even if there is a certain discontinuity in flows, often concentrated on weekends," explained Vittorio Messina, president of Assoturismo Confesercenti. "The hope is that this month's good start, which marks the beginning of the sector's peak season, will confirm the growth forecasts for the summer, and that the positive performance will continue afterwards, given that the holiday period is now progressively lengthening into September as well.

According to entrepreneurs, June will be marked by peaks of arrivals on weekends linked to events, such as the Pink Night, which illuminates the Romagna coast until Sunday, and similar activities. Demand is mainly oriented towards seaside and mountain destinations, followed by cities of art. Lakes and rural/hill tourism, on the other hand, are growing more slowly (+0.7%).

Climate change is also weighing on holidaymakers' choices, with an increase in holiday preferences in the spring and autumn periods, to the detriment of choices for the summer season. This is a widespread trend that mainly affects all types of offers, except for the 'mountain' - a decrease in booking requests during periods with heat waves or a reduction in average stays. Mountain businesses are the only ones to record an increase in bookings during heatwaves. There is an increase in booking cancellations, in addition to the physiological quota they normally record during the year, coinciding with 'weather alert' notices issued by the authorities.

The Veratour Study Centre also confirms the growth in bookings at the start of the summer season. Volumes for the summer season alone, i.e. confirmed bookings for trips in the period between June and September, show a growth in Veratour turnover of +10% compared to the same period in 2024. Looking at the whole of 2025, the tour operator expects an increase in volumes of +10%: the projection of turnover at the end of the year is 270 million euros with a growth of over 10%. The average expenditure per traveller is EUR 1,580. The offer is being renewed and this year Veratour has launched a Cyclades cruise on board a yacht with 20 cabins for a seven-day trip along the archipelago. This has succeeded in intercepting a new segment of high-end tourism, as the average expenditure is 2,500 euros per person.