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Easter tourist boom in Italy, slow tourism on the rise


Easter 2024 marked a pivotal moment for Italian tourism, with nearly 7 million guests recorded and a notable preference for art cities and sustainable travel modes among foreign tourists.

This Easter represented a key moment for Italian tourism, as shown by the data collected by the Florence-based Center for Tourism Studies on behalf of Assoturismo Confesercenti.

Nearly 7 million guests were recorded at accommodation facilities over the Easter period, with an increase of 1.2% compared to the same period in 2023.

Foreign tourists in particular increased by 3.2% compared to last year, while the percentage of Italians decreased slightly by 0.8%, probably influenced by economic factors and a reduction in purchasing power.

In terms of destination, foreign tourists showed a strong preference for art cities and villages, with an estimated increase of 2.7%.

Italian tourists, on the other hand, preferred beach or spa locations, in addition to showing a growing interest in slow tourism. This trend is confirmed by the success of FrecciaLink, the all-in-one train + bus service offered by Trenitalia, and the use of trains as the favoured means of transport for these trips.

FrecciaLink journeys up 90% on 2022

FrecciaLink journeys (Frecciarossa high-speed train + bus connection) saw a dramatic increase of 90% compared to 2022, and over 1 million passengers purchased a ticket to use the 123 Links offered by the Regional train service.

The introduction of the Frecciarossa night service and hybrid Intercity trains has further expanded the range of services, with over 16 million people travelling on board the Intercity and Intercity night trains over the past year.

The destinations that benefited the most from this increase include places such as Madonna di Campiglio, Cortina d’Ampezzo, Pompeii, Matera and Assisi, all easily accessible thanks to Trenitalia’s integrated train + bus service, thus promoting a more sustainable and mindful approach to tourism.

Intermodal and slow tourism

The concept of intermodal and slow tourism gained popularity during Easter 2024, charting new trends in the way people travel in Italy. This growing attention towards more sustainable and mindful tourism has led to the rediscovery of alternative ways of travelling which combine different means of transport, particularly trains, with walking and other eco-friendly modes of transport. This makes it possible to reach your destination comfortably and ecologically, with the aim of reducing the journey’s carbon footprint. This is also the mission of True Italian Experience, whose main partner is Trenitalia, which offers sustainable, original and exclusive travel experiences designed to reveal the most authentic essence of Italy.

Madonna di Campigliois one of the 2024 preferred destinations for lovers of the mountains and slow tourism. Trenitalia’s FrecciaLink connections have made this location accessible to those seeking a holiday experience that combines sport, nature and relaxation, while respecting the environment. Reaching it easily by train contributes to reducing environmental impact, promoting a more mindful and respectful way to enjoy the Alpine landscape.

Naples and Pompeii, with their incalculable historical and cultural heritage, attracted numerous visitors, interested in exploring their archaeological and artistic wealth. The FrecciaLink service facilitated access to the archaeological area, making it possible to combine the convenience of train travel with the discovery of some of the most fascinating vestiges of the past.

Vicky Karantzavelou
Co-Founder & Chief Editor - TravelDailyNews Media Network | Website

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.