This product includes key data collected specifically for interactive charts.

Italy’s travel market is projected to climb 5-6% annually for the next several years, with online channels accounting for the biggest gains. Though suppliers and OTAs currently capture an equal portion of online bookings, the OTA share will slip in the coming years as suppliers step up their efforts to drive bookings to their direct channels. This report provides current data, charts and analysis on the Italian travel market, with sizing and projections from 2016-2022.

Rising consumer confidence and optimism in Italy – owing in part to a newly elected government – are fueling growth in the country’s travel industry. A record number of Italians vacationed with the country in summer 2018. At the same time, international investment and increased inbound tourism are driving strong gains in the hotel market, while the ailing air segment looks to rebound and reinvent itself. This publication presents a high-level summary of the Italian travel market, focusing on the need-to-know developments, trends and stories that are impacting the market now.