Focus Discover Italy 2024

Exotic charm on Lake Garda

In 2023, the Grand Hotel Fasano celebrated 135 years of history, and each year brings important developments. 2024 saw the construction of a brand-new wing of the hotel, which now hosts 4 suites and 2 interconnecting executive rooms with suites, each measuring 90 square metres, with breath-taking views of the lake from balconies of approximately 20 square metres. Another noteworthy addition concerns the dining experience, with the restaurant Il Fagiano earning its first Michelin star.

Exclusive services

The Grand Hotel Fasano, part of the Virtuoso network, perches on picturesque Lake Garda, surrounded by a 12,000 square metre park. Located at the foot of the Dolomites and halfway between Venice and Milan, this iconic property has been welcoming guests with impeccable service since the 19th century. Once a splendid residence used as a hunting retreat by the Austrian royal family, the hotel is managed by a family of hoteliers, and is an oasis for travellers seeking an exotic environment where tradition and modernity harmoniously blend in a peaceful setting. The property became a part of The Leading Hotels of the World in 2019, and among its exclusive services it boasts a 3,500 square metre spa, 3 restaurants, one with a Michelin star, along with the possibility of arranging a private luxury speedboat tour directly from the hotel pier.

International clientele

The German market dominates the clientele of this hotel, but the British market is also significant, along with the United States, which has now reached second position with exponential growth over the last 3 years. The Middle East, Australia and Mexico stand out among emerging markets.

by Alessandra Tesan


Unusual Italy by Slow Drive

W ith the aim of offering an increasingly personalised and original product, Slow Drive presents new itineraries throughout Italy and numerous solutions for incentive travel. This is combined with a commitment to streamlining individual bookings through a booking system that makes viewing availability and carrying out reservations easier for operators. With nearly 20 years of experience in the incentive sector and vintage car events, Slow Drive also specialises in renting vintage convertibles for tourist use. It offers customers not only a simple car rental service but a 360-degree experience, where the charm of shiny, vintage convertibles and attention to detail translate into an enduring memory.

The formulas

Slow Drive offers two options for self-drive rental: self-rental for one or more days, or the option to drive a car on a guided tour of approximately 3.5 hours. During the tour, a guiding car leads the way to discover the most beautiful, scenic places around Lake Garda and Tuscany.

New markets

Germany and the Netherlands are the operator’s two long-time foreign markets, but interest is expanding to Northern European countries such as Sweden and Norway, and Eastern European countries such as Poland and the Czech Republic, especially for Lake Garda, whilst the US market prevails for Tuscany. Top trends currently include the demand for an increasingly tailor-made product and the growth of high-level clientele.

by Alessandra Tesan


Campania for Gen Y and Z

The Campania Region and its tourism industry’s objective looks far beyond seaside tourism, with the aim being to promote the strengths of the area, particularly its villages, wellbeing and sustainable tourism for its islands and protected marine areas.

Medium-spending couples

According to data from the research, “Campania tourism performance according to the tourism observatory of the Chambers of Commerce: from analysis of 2023 data to prospects for 2024,” the 2023 profile of tourists in the region is young, medium-spending couples who are happy with their choice. Half of Campania’s tourists belong to Generation Y and Z, people who were born after 1981. According to estimates, by 2030, these travellers will represent 70% of the global tourism market.

Foreign summer

During the summer months, most tourism is foreign (predominantly from North America at 30%), while in winter there are more Italian tourists (64%). Campania remains tied to the idea of long breaks abroad, while Italians are beginning to appreciate the potential of off-season vacations.

A diversified offer

By offering diverse tourism products, Campania manages to attract different types of tourists. Naples and Caserta (49.7% and 39.4%) are chosen for culture, Salerno for the sea (26.9%) and Avellino for food and wine (28.9%). Post-pandemic, there has been increased interest in nature, relaxation and food and wine.

Enormous satisfaction

The sentiment analysis shows a very high level of tourist satisfaction (87%), highlighting the generational change of visitors and their approach to tourism. Traditional experiences and classic services still have room for improvement and innovation. The health crisis has forever changed our way of living and experiencing tourism: post-pandemic, tourists prioritise outdoor activities, authentic places far from overtourism and immersive experiences (61.1%), as well as relaxation by the sea (36.6%).

The importance of the internet

The internet is the channel that most influences destination choice (58.5%), followed by word of mouth (20.5%). Millennials and Generation Z tend to check information on the internet before booking a vacation. Salerno manages to retain tourists through personal experiences and the work of tourist guides more than Naples does.

Above-average spending

On average, tourists staying in Campania spend more per day than elsewhere in Italy for accommodation (€75 vs. €71) and for other expenses in the area (€73 vs. €60). A typical trip will cost a total of €215 on average, which is lower than the national average (€269).

Air connections

The role of Naples Airport is crucial in destination development, which last year set a record with almost 12.4 million passengers, an increase of 13.5% compared to 2022 (+14.1% compared to 2019), as revealed by the survey “The numbers, impact and tourism trends in Campania. The role of the city of Naples” by the Studi e Ricerche per il Mezziogiorno research centre. The 8.3 million international passengers are more than double the national share (4.1 million).

Demand consolidation

2024 is expected to be a good year for Campania thanks to the “engine” of international visitors interested in its historical, archaeological and traditional heritage – 6 out of 59 UNESCO heritage sites are in the region – its food and wine and the quality of its seaside resorts, which include 19 Blue Flag beach municipalities out of the 226 in Italy.

by Paola Olivari

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