Summer holidays: more Italians are choosing not to travel

39% of Italians say they are experiencing financial difficulties, and the political and economic climate leads 49 per cent of them to take a pessimistic view of their own situation. As a result, one in two Italians does not feel inclined to treat themselves to pleasures or rewards. This situation is having an impact on summer holidays: the number of people who will not be going away is on the rise (27 per cent, up 2 per cent compared with 2025), whilst only 23 per cent of households will be travelling abroad (down 3 per cent). These are some of the key findings from the YouGov ‘Behaviour Change Spring/Summer Report 2026’ and ‘Trend Reality Summer 2026 Report’.

The desire to keep costs down proves to be key to choice of destination. The figures show that 38 per cent prefer Italia for financial reasons, although staying within the country’s borders may hold some surprises: 44 per cent believe that travelling within Italy can be more expensive than expected, a figure that drops to 16 per cent for overseas destinations, and it is no coincidence that almost one in two (47%) Italians have chosen foreign countries precisely because they are perceived as more affordable.

The survey (1,037 respondents interviewed between 9 and 10 July 2026) also explores other trends: 59 per cent of Italians prefer to focus on the present, whilst 36 per cent say they feel nostalgic for the past (+6 per cent over the last six months). This sentiment underlies a need that also influences consumer behaviour: trends such as Nonnamaxxing (a lifestyle inspired by grandmothers to combat stress and the culture of productivity) and Analogue Economy emphasise traditional rituals and offline activities to support mental balance, which is constantly put to the test by hyper-connectivity.

One of the most significant trends of 2026 is therefore a return to simpler, more tangible and reassuring experiences, which in our country translates into a lifestyle that prioritises living better rather than living life to the full. This explains the rise of phenomena such as deinfluencing, the distancing from the consumerist pressures of social media already practised by 39 per cent of Italians, and digital detox, with 33 per cent saying they disconnect temporarily.