‘The Devil Wears Prada 2’: a surge in foreign tourists in sweltering summer Milan

Moderate growth (+0.9%) is expected for seaside resorts, with varying trends across different areas and an estimated total of 43.2 million visitor nights. Lake regions are showing stronger growth (+1.6%, over 8.6 million overnight stays) and, above all, mountain regions (+2.3%, around 11.7 million), whilst rural and hilly areas are set to grow by 1.4%, exceeding 3.4 million visitor nights, thanks in part to an increase in bookings for small villages. The spa sector is expected to see a very slight growth trend (+0.2 per cent, 2.1 million visitors), driven by outdoor facilities and wellness programmes set in natural surroundings, whilst traditional spas are experiencing the usual seasonal decline typical of August. “Tourism is proving resilient, although the issue of spending remains unresolved,” comments Vittorio Messina, president of Assoturismo Confesercenti. “In this regard, high fuel and transport costs could have a particular impact. The rise in prices at the pump will result in a cost of around 700 million euros right at the height of the season, and this is the variable to monitor: further price rises could lead to a reduction in short trips linked to weekend tourism – a predominantly domestic phenomenon – as well as a shortening of the average length of stay for those booking at the last minute, both Italians and foreigners, in order to offset the rise in travel costs.”

A week’s seaside holiday in peak season for a family of two adults and one child costs an average of 2,325 euros. It is not just high fuel prices that are hitting Italians’ wallets; the high cost of holidays is also taking its toll. This is according to an analysis by the Anasf Study and Research Centre, the national association of financial advisers, based on INPS data for 2024: a family can expect an average gross annual salary of €24,486 per person, giving a net family income of around €3,300 per month and €48,972 gross per year. The scenario used assumes a departure from the Milan metropolitan area, travelling to the Adriatic coast of central Italia during the first week of August 2026. Duration of stay: 7 nights for two adults and one child aged between 4 and 10, travelling in a mid-range petrol car. Accommodation is in a 3-star seafront hotel, in a triple room on full board, with advance booking. An excursion is also included. The estimated cost accounts for 70–80 per cent of a family’s net monthly income. Added to this is the impact of inflation, estimated at 3 per cent, and the possible use of instalment payments for the holiday, which may result in a surcharge of up to 20 per cent in interest and fees. ‘The result,’ comments Anasf president Luigi Conte, ‘is that for many families, a holiday is becoming an extraordinary expense that is increasingly difficult to afford.’ According to a survey carried out by Ipsos-Doxa, 54 per cent of those who will not be going away this summer cite financial reasons, ten percentage points more than in 2025. Inflation, fixed costs and market volatility “are gradually eroding people’s ability to save and undermining households’ financial security, as is currently the case with high fuel prices. Holidays therefore risk becoming a luxury even for the middle class,” he emphasises. ‘To avoid having to choose between giving up a holiday or going into debt, it is essential to factor the cost-benefit of holidays into annual financial planning, on a par with other regular expenses such as mortgage repayments and monthly utility bills. We believe that policies are needed to support purchasing power and enhance citizens’ financial literacy, so that even the most common spending decisions, such as summer holidays, do not end up jeopardising the family budget’s balance,” concludes the Anasf president.

This summer, 6.1 million Italians are choosing to go on holiday with their pets – almost one in six of those setting off on holiday – thanks to the growing availability of ‘pet-friendly’ accommodation across the peninsula. This is according to a Coldiretti/Ixè analysis carried out to mark the first ‘black sticker’ weekend of the summer, which sees not only millions of families but also dogs, cats and other pets taking to the roads.

Among those who own a pet, 30 per cent have decided to take it with them, whilst 43 per cent will leave it in the care of relatives, friends or specialist boarding facilities. A further 27% would like to go on holiday with their pet but are forced to give up the idea due to a lack of facilities able to accommodate them. Despite the progress made in terms of accommodation, the scourge of abandonment remains a problem. According to Coldiretti, around 30 per cent of the 130,000 animals abandoned in Italia each year are abandoned during the summer months – a phenomenon that represents not only a serious act of cruelty, but also a risk to road safety and a cost to society.