The Data Appeal Company - Almawave Group has released its latest macro report on Italy’s tourism landscape, revealing a notable decline in the digital footprints tracked across the country. The report, which examines 32 million of online reviews and feedback collected from September 2023 to August 2024, reflects a significant drop from the 40 million analyzed in the previous year. Key findings suggest that rising costs and inflation-driven economic constraints have reshaped travel behaviors, influencing both the quantity and nature of digital interactions in the tourism sector.
Analyzing over 797,000 points of interest (POIs) — including cultural sites, accommodations, and restaurants — The Data Appeal Company's research highlights that the number of digital footprints, such as online reviews and comments, has decreased by 20%.
Economic challenges appear to be impacting domestic tourism in particular, as Italians shorten trips and reduce overall spending on leisure activities. Analyses indicate an average increase of over 9% in hotel and short-term rental rates published on OTAs over the past year. Projections for the period of October to March 2024 indicate an additional increase of 6%, bringing the average rate to approximately 130 euros per night. In response to these financial pressures, many Italian travelers have opted for shorter trips, with an average duration of just three days.
Main highlights of the analysis
- Data on Italian travellers reveals a drop in both the number of flights and the average duration of stays. However, in the upcoming six months, flights are expected to increase by 7.4% compared to the same period last year. Additionally, there is a rise in visitor numbers from the United States, Germany, France, and South Korea.
- Foreign visitors account for 58.2% of the total, marking a 1.5% increase from the previous year. After Italy, the main countries of origin are Germany, France, the United Kingdom, and Spain. Overall satisfaction among foreign visitors is high, with a score of 84 out of 100, reflecting the strong appeal of the Italian tourism experience.
- The report reveals shifts in hospitality sentiment, with 135,000 accommodations achieving a sentiment score of 86/100, particularly in Southern Italy, where staff friendliness rates highest at 94/100. However, affordability remains a concern, with the price-value ratio rated lower at 71/100, reflecting visitors’ concerns over room quality and value for money.
- Short-term rentals, with 166,000 listings, have a high satisfaction score of 90.9/100, with travelers particularly valuing location and host hospitality. In dining, the sentiment for 344,000 establishments holds steady at 86.7/100, yet service and cleanliness draw criticism.
- Cultural attractions, totaling 152,000, received the highest sentiment at 91/100, praised for their location and atmosphere, but challenges with cost and accessibility persist.
“The data from our latest report highlights the undeniable impact of economic pressures on travel behaviors," said Mirko Lalli, CEO of The Data Appeal Company. "While Italy remains a premier destination for international visitors, the evolving patterns in domestic tourism require us to rethink strategies for sustainable growth and traveler engagement. By leveraging in-depth digital insights, we are helping the industry better understand these shifts and adapt in ways that enhance both visitor experiences and destination resilience."
The Data Appeal Company - Almawave Group, a leader in tourism sentiment analysis, has identified these shifts as part of a broader trend. In partnership with BVA Doxa, the company is investigating the effects of overtourism in high-traffic areas like Florence, Milan, and San Gimignano, focusing on sustainability and resident well-being. As tourism destinations face evolving challenges, these insights provide a valuable foundation for industry stakeholders looking to adapt to new travel trends and economic realities.
