Italy Consumer Travel 2021

Summary

The unprecedented global health crisis triggered by COVID-19 affected travel markets and consumer behavior worldwide. Across Europe, travel segments contracted sharply in 2020, in stark contrast with the expansive growth experienced in previous years. In Italy, the first European epicenter of the virus, tourism swiftly came to a screeching halt. Leisure travelers took fewer trips and average household travel spend declined significantly, though trip type, purchases and attitudes often varied by traveler demographic. Despite the difficulties, more than seven in 10 Italians surveyed traveled when permitted – reflecting the enduring importance of travel to people’s lifestyles.

This report is based on a comprehensive survey of past Italian travelers and those who planned to travel in 2021. It explores Italian consumers’ trip-planning and purchasing behavior, including the impact of the pandemic on their 2020 travel and their attitudes toward travel in 2021 and beyond. 

Also in this series:

• Europe Consumer Travel Report 2021 (Series)
• France Consumer Travel 2021 
• Germany Consumer Travel 2021
• Spain Consumer Travel 2021
• U.K. Consumer Travel 2021