The Northern European market does not take off, the wait is now on for last minute deals

It will be a summer characterised by 'last minute' bookings and, in all likelihood, without much tourism growth that is coming to Umbria, a region that is facing a brilliant 2023 for the sector, which saw arrivals rise above 2.6 million (+12.8%) and presences touch 6.9 million (+8.9%), well above the pre-Covid levels of 2019 (Umbria Region data).

"The first six months of 2024 were in line with those of the past, and therefore good," explains Ilaria Baccarelli, president of the Tourism section of Confindustria Umbria. "The months of July and August, for now, are seeing slower bookings, especially on some foreign markets that usually move ahead, such as Germany and Northern Europe. Even in tourism-related catering there is a certain contraction'. If foreigners are delaying their holiday choices, Italians - the driving force behind the region famous for its naturalistic, religious and cultural itineraries, villages and wine tourism - seem to have changed their travel formula. "There is a different mode," adds Baccarelli, "maybe they take four to five-day breaks rather than a long holiday. And in any case, Italians, who account for two-thirds of presences, have always been last-minute customers'.

The loss of purchasing power of families, combined with the increase in prices of accommodation facilities, is making itself felt, with the effect of pushing the growth of non-hotel accommodation, from flats to b&b's, which often has more affordable prices for a family. But at the same time, high-end offerings are growing: Umbria has in fact accelerated investments in luxury hotellerie, laying the foundations for a rise in the quality of facilities and an increase in tourist spending. Real estate, understood as second homes purchased by Italians and foreigners, is also in turmoil. 'Covid allowed us to enhance the image and identity we already had,' says Baccarelli, 'and to make ourselves better known. Now we need to work on the world of experiences to attract an increasingly contemporary visitor'.

Among tourist destinations, Perugia is the city that is growing the most (+5%), but there are niche destinations - from Rasiglia to Sellano, where Europe's highest Tibetan bridge has been built - that are helping to lengthen the average stay. And in the autumn, with the start of the Jubilee celebrations to be held in 2025, centres such as Assisi, Norcia and Cascia should boost tourism.