The Outdoor Tourism Observatory was created to network
and conduct structured talks with key institutions and
the public sector.
It is a point of reference that presents itself clearly
and coherently, strengthening the sector's identity and
ensuring that its positioning is instantly recognisable.
Outdoor Tourism Observatory 2025
Industry data, trends, and perspectives.
The fifth edition of the Outdoor Tourism Observatory
strengthens the report's role as a tool for understanding
and interpreting the sector. It is a firm basis for
analysing flows, dynamics and emerging trends, offering a
solid vision of 2024 and a forward-looking perspective on
2025.
In a market phase characterized by progressive
stabilisation, the Observatory highlights territorial
differences and new challenges for operators, addressing
them through the analysis of trends, markets and
legislative issues. In a complex geopolitical environment,
the importance of a coordinated, system-wide approach
capable of unlocking the sector's potential and
strengthening a common voice in dialogue with institutions
becomes increasingly evident.
Also in 2025, outdoor tourism once again proved to be a cross-cutting choice, capable of capturing the interest of all market segments. No longer just a budget-conscious option, it is a holiday style increasingly recognized and appreciated by those seeking value, quality, and new experiences.
Outdoor Tourism Observatory 2025
A mixture of stability, evolution and new geographies of demand
In the absence of major geopolitical disruptions, outdoor tourism is proving to be highly resilient, with overall
stable volumes and a demand that is progressively redefining itself.
In the reference year 2025, there was greater focus on destinations perceived as quieter and more
accessible, along with a natural diversification of travel choices. Interest in the outdoor sector
remains high, supported by the continuous improvement of sites, product innovation and the
strengthening of increasingly competitive groups. Glamping and nature holidays continue to play a
key role in the sector's international attractiveness, which maintains a solid position even in
markets with a stronger propensity to travel.
Overall, a balanced scenario emerges, in which the sector demonstrates resilience and adaptability,
laying solid foundations for conscious and lasting growth, beyond the horizon of a single year.
Observatory 2025: the key figures
67,72 mln
Estimate of outdoor overnight stays for 2026.
67,81 mln
Outdoor overnight stays 2024 (+1.4% vs 2019 and -0.6% vs 2023)
+13 %
The increase in overnight stays at outdoor sites between 2024 (37.6 million - 55% of the total) and 2019 (33.1 million - 50%). Italian overnight stays in 2024 (-10% vs 2019)
60 %
The share of overnight stays absorbed by the regions of Northern Italy in 2024 (+10% vs 2019).
72 %
Share of demand for overnight accommodation among foreign visitors of the top 5 outdoor destinations in 2024 (it was 69% in 2022): Veneto, Tuscany, Lombardy, Alto Adige and Piedmont.
40 %
Share of outdoor demand absorbed by the regions of the Upper Adriatic (Friuli, Veneto and Emilia-Romagna) in 2024.
Summer 2024: a comparison of forecast and results
A comparison that confirms the reliability of the forecasting model
The comparison between the forecasts and the actual figures for summer 2024 highlights a trend fully in line with
the initial estimates, confirming the reliability of the analysis model adopted. The first data
available on the outdoor sector show only a minimal deviation, with a margin of error of around 1%.
As in the previous edition, also for 2024 the difference between the estimated number of overnight
stays and the preliminary final figures is marginal. Against a forecast of 56.49 million overnight
stays, the initial data stand at 55.89 million, with a variation of 1.1% less.
The overall picture for summer 2024 was reconstructed using data shared by the Regional Statistics
Offices. This information is still provisional and not definitive, but it is sufficient to clearly
outline the trend of the season and reinforce the robustness of the forecasting framework.
Forecast vs Actual Figures for Summer 2024
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