Italy Sustainable Tourism Market
Discover How Sustainable Tourism is Gaining Grounds in Italy with FMI’s Latest Insights
Italy Sustainable Tourism Market by Tourism Type, Booking Channel, Tourist Type, Tour Type, Consumer Orientation, Age Group & Region - Forecast 2022 – 2032
Italy Sustainable Tourism Market Outlook (2022-2032)
[300 Pages Report] The Italy sustainable tourism market size is estimated to reach US$ 34.9 Mn in 2021. Furthermore, with rising awareness of sustainable tourism in Italy and other European regions, the overall demand is forecast to increase at a prolific 14.5% CAGR between 2022 and 2032.Total sales in the Italy sustainable tourism market represent 3%-6% of the global sustainable tourism market.
Italy Sustainable Tourism Market Estimated Size (2022)
US$ 34.9 Mn
Value-based CAGR (2022-2032)
Top Players Share in 2021.
2017-2021 Italy Sustainable Tourism Market Outlook Compared to 2022-2032 Forecast
According to Future Market Insights, sustainable tourism in Italy is anticipated to increase dramatically at a stupendous CAGR of 14.5% during the forthcoming decade.
Italy is well-known around the world for its tourist destinations and food. It’s great cities of art, like Rome, Venice and Florence are world famous and have been attracting visitors for centuries. The country is also quite famous for its warm hospitality and is accustomed to welcoming pilgrims to the Eternal City from all across Europe and other regions.
The Italian government and industry players are increasingly aware that sustainable tourism will become the only possible tourism model in the medium-to-long term. As a result, they are using various strategies to promote sustainable tourism in the country.
What are the Key Trends Driving the Italy Sustainable Tourism Market?
“Breath-taking Landscapes and Cultural Treasures Making Italy an Ideal Sustainable Tourism Destination”
One of the key factors impacting the sustainable tourism industry in Italy is the presence of beautiful and calm landscapes as well as cultural and historic treasures.
Italy is considered as one of the most beautiful countries in the world. It flaunts the most inspiring treasures and magnificent scenery, which cannot be found in other places of the world.
Thanks to its extraordinary diversity, rich culture, and presence of beautiful cities like Rome and Venice, Italy has become a well-liked tourism destination. Therefore, it is essential to safeguard the sustainability of the tourist industry.
The majority of countries now recognize the significance of sustainable tourism as a critical global trend for the growth of the tourist sector. So, countries like Italy are taking various steps to boost sustainable tourism.
“Social Media Playing a Key Role in Promoting the Sustainable Tourism Industry in Italy?
Social media's introduction has caused a paradigm shift in communication methods globally by enabling users to connect, observe, and share information. The way tourist industry operates has been altered as a result of social media's development as new technology. This has had a big impact on the sustainable tourism industry.
Tourism providers may keep in touch with other stakeholders by using social media platforms like Facebook, Instagram, Twitter, Google, and Pinterest. A paradigm change in worldwide purchasing habits has been brought about by the internet's development throughout time.
The local populace benefits from and is empowered by tourism, a significant revenue-generating sector. As a result, a convenient strategic media platform is needed for the promotion.
According to the study, actively promoting sustainable tourism locations on social media platforms will increase the exposure and accessibility of the destination to tourists. Therefore, information shared by both locals and visitors via social media is significantly contributing towards Italy's sustainable tourism revival.
What is the Future of the Sustainable Tourism Industry in Italy?
“Growing Awareness Among Tourist to Foster Growth of Italy’s Sustainable Tourism Industry”
Over the years, there has been a significant rise in awareness levels among people about sustainable tourism and its benefits. This has ignited the growth of sustainable tourism industry in the country and the trend is likely to continue during the forecast period.
Due to its many cultural and regional patterns, Italy is one of the most notable nations in Europe working to achieve sustainable tourism. The importance of sustainable tourism is rising in the area. Also, Italy's economy has grown as a result of responsible tourism since it brings in money for the government.
How are Government Initiatives Promoting Sustainable Tourism in Italy?
“Focus Towards Encouraging Sustainable Travel by Assisting Tourism Businesses Remains a Key Motive of Government”
According to data from the Central Bank of Italy, the tourist sector contributed more than 5% of Italy's GDP and 6% of all national employment in 2019. Furthermore, 96.2 million international visitors spent 44.3 billion euros in Italy in 2019. (USD 52.5 billion).
Similarly, according to the National Tourism Agency (ENIT), Italy officially launched a project backed by the European Union (EU) to help tourism businesses become eco-friendlier and make better use of the post-pandemic opportunities. The project is aimed at encouraging entrepreneurs and innovators in the industry as well as trailblazers from other economic sectors to network with SMEs.
The project's participants would gain knowledge and skills for managing sustainable tourism, or for starting the ecological transformation of their companies.
Through its initiative for SMEs, the European Union co-finances the EU Eco-Tandem project (COSME). From Italy, Germany, Austria, Slovakia, and Greece, it brings together scholars and authorities in the fields of innovation and sustainable development. managerial abilities.
Who are the Most Frequent Travelers by Age Group?
“Millennials are Particularly Fond of Sustainable Travel.”
In 2021, Italy’s sustainable tourism market was led by the 26 to 35-year-old age group segment. Furthermore, this segment is expected to grow at a prolific pace during the forecast period. This can be attributed to the rising awareness about sustainability among people of the 26-35 age group.
Growth of this segment is also due to surge in millennial population and their growing concern for the environment. The importance of millennial travelers, who make up the largest generational group of travelers, in the development of sustainable tourism is growing rapidly.
Why is there Surge in Independent Travelers in Italy’s Sustainable Tourism Market?
Rising Trend of Solo-Trips to Boost Growth in Italy Sustainable Tourism Market
One of the main causes of the rise in independent travelers is the growing number of lone wolves among the millennial and generation Z populations. Independent travelers have been driven to visit isolated locations in their quest to discover uncharted territory.
Along with this, trends that demonstrate a rising need for genuine vacation experiences include individuality, the search for a range of experiences, self-improvement, experimentation, and heightened social and environmental awareness.
As the Italian government and key players in the business are becoming more and more conscious about sustainable tourism, they are striving hard to develop and expand the industry in the country. For instance, in 2020, Italy officially launched an EU-backed project to promote eco-friendly tourism.
Similarly, companies like Ecobnb, an innovative start-up offering a network of eco-sustainable accommodations, are guiding growth in the Italy sustainable tourism industry.
Ecobnb is working hard to offer an alternative tourism experience to travelers, while bringing together a community of responsible tourists that contribute to the promotion of sustainable tourism and the preservation of the environment. The company received co-financing for the implementation of the booking system in 2018 under FESR 2014-2020 program.
Another company that provides responsible travels to Italy, with a special focus on the country’s sustainability is Asolando.
Scope of Report
Estimated Market Size (2022)
US$ 34.9 Mn
Projected Growth Rate (2022-2032)
Historical Data Available for
US$ Million for Value
Key Region Covered
Key Countries Covered
Key Segments Covered
Tourism Type, Booking Channel, Consumer Orientation, Tourist Type,Tour Type, Age Group, and Region.
Key Companies Profiled
Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives
Italy Sustainable Tourism Market is segmented as
By Tourism Type:
- Green Tourism
- Soft Tourism
- Community Tourism
By Booking Channel:
- Phone Booking
- Online Booking
- In-Person Booking
By Tourist Type:
By Tour Type:
- Independent Traveller
- Tour Group
- Package Traveller
By Consumer Orientation:
By Age Group:
- 15-25 Years
- 26-35 Years
- 36-45 Years
- 46-55 Years
- 66-75 Years
Frequently Asked Questions
The Italy sustainable tourism market is expected to reach a valuation of US$ 34.9 Million in 2022.
The Italy sustainable tourism market is anticipated to expand at a 14.5% CAGR over the forecast period.
Leading players operating in the Italy sustainable tourism market are GetYourGuide, Bitan - Daily Tours, Capri Hydro, Fortieventi, Venice Black Car, Etna and Sea Excursion, Rome Tour Tickets, Francesco Linzalone, UNIQUE EXPERIENCE, Panorama Sicilia, Go-Etna, Sesto Continente Tours, Sicicla, ARCA - Associazione per la Ricerca e la Conservazione dell'Ambiente, DST- Diving & Snorkelling Team Sardegna, etc. among others
The Italy sustainable tourism market grew at 11.7 % CAGR between 2017 and 2021.
Table of Content
1. Executive Summary
1.1. Italy Sustainable Tourism Market Outlook
1.1.1. Who Is Travelling?
1.1.2. How Much Do They Spend?
1.1.3. Direct Contribution of Tourism To GDP
1.1.4. Direct Contribution of Tourism To Employment
1.2. Sustainable Tourism Evolution Analysis
1.3. FMI Analysis and Recommendations
2. Market Introduction
2.1. Total Spending (US$ Mn) and Forecast (2022-2032)
2.2. Number of Tourists (Mn) and Forecast (2022-2032)
2.3. Total Spending Y-o-Y Growth Projections (2022-2032)
2.4. Number of Tourists Y-o-Y Growth Projections
3. Sustainable Tourism Industry Analysis
3.1. Sustainable Tourism Industry Overview
3.1.1. Sustainable Tourism Industry Contribution to Italy ’s GDP
3.1.2. Sustainable Tourism Sector Contribution to Italy’s Overall Employment
3.1.3. Impact of Covid-19
4. Italy Sustainable Tourism Market Dynamics
4.1. Market Drivers & Opportunities
4.1.1. Rapid Growth of Infrastructure Boosting the Growth in the Market
4.1.2. Aggressively Growing Government Initiatives to Promote Tourism Industry
4.1.3. Driving Factors Like International Accreditation and Presence of Top Travel Agencies Propel the Market Forward
4.1.4. Others (during course study)
5. Market Background
5.1. Macro-Economic Factors
5.1.1. Italy GDP Growth Outlook
5.1.2. Italy Industry Value Added
5.1.3. Consumer Spending Outlook
5.1.4. Italy Direct contribution of Sustainable Tourism to GDP
5.1.5. Internet Penetration Rates
5.1.6. Capital Investment in Sustainable Tourism
5.2. Forecast Factors - Relevance & Impact
6. Categorizing of Italy Sustainable Tourism Market, 2021
6.1. Introduction/ Key Findings
6.2. Current Market Analysis by Tourism Type
6.2.2. Green Tourism
6.2.3. Soft Tourism
6.2.4. Community Tourism
6.3. Current Market Analysis by Tourist Type
6.4. Current Market Analysis by Tour Type
6.4.1. Independent Traveller
6.4.2. Tour Group
6.4.3. Package Traveller
6.5. Current Market Analysis by Consumer Orientation
6.6. Current Market Analysis by Age Group
6.6.1. 15-25 Years
6.6.2. 26-35 Years
6.6.3. 36-45 Years
6.6.4. 46-55 Years
6.6.5. 66-75 Years
6.7. Current Market Analysis by Booking Channel
6.7.1. Phone Booking
6.7.2. Online Booking
6.7.3. In-Person Booking
7. Social Media Sentimental Analysis
7.1. Social Media Platforms Preferred
7.2. Consumer Perception for Destinations On Social Media Platforms-Positive and Negative Mentions
7.3. Trending #Hashtags
7.4. Social Media Platform Mentions (% of Total Mentions)
7.5. Region-Wise Social Media Mentions (% of Total Mentions)
7.6. Trending Subject Titles
8. Competition Analysis
8.1. Competition Dashboard
8.2. Pricing Analysis by Competition
8.3. Competition Benchmarking
8.4. Competition Deep Dive
22.214.171.124. Product Portfolio
126.96.36.199. Profitability by Market Segments (Product/Channel/Region)
188.8.131.52. Sales Footprint
184.108.40.206. Strategy Overview
220.127.116.11. Marketing Strategy
18.104.22.168. Product Strategy
22.214.171.124. Channel Strategy
8.4.2. Bitan - Daily Tours
126.96.36.199. Product Portfolio
188.8.131.52. Profitability by Market Segments (Product/Channel/Region)
184.108.40.206. Sales Footprint
220.127.116.11. Strategy Overview
18.104.22.168. Marketing Strategy
22.214.171.124. Product Strategy
126.96.36.199. Channel Strategy
8.4.3. Capri Hydro
188.8.131.52. Product Portfolio
184.108.40.206. Profitability by Market Segments (Product/Channel/Region)
220.127.116.11. Sales Footprint
18.104.22.168. Strategy Overview
22.214.171.124. Marketing Strategy
126.96.36.199. Product Strategy
188.8.131.52. Channel Strategy
184.108.40.206. Product Portfolio
220.127.116.11. Profitability by Market Segments (Product/Channel/Region)
18.104.22.168. Sales Footprint
22.214.171.124. Strategy Overview
126.96.36.199. Marketing Strategy
188.8.131.52. Product Strategy
184.108.40.206. Channel Strategy
8.4.5. Venice Black Car
220.127.116.11. Product Portfolio
18.104.22.168. Profitability by Market Segments (Product/Channel/Region)
22.214.171.124. Sales Footprint
126.96.36.199. Strategy Overview
188.8.131.52. Marketing Strategy
184.108.40.206. Product Strategy
220.127.116.11. Channel Strategy
8.4.6. Etna and Sea Excursion
18.104.22.168. Product Portfolio
22.214.171.124. Profitability by Market Segments (Product/Channel/Region)
126.96.36.199. Sales Footprint
188.8.131.52. Strategy Overview
184.108.40.206. Marketing Strategy
220.127.116.11. Product Strategy
18.104.22.168. Channel Strategy
8.4.7. Rome Tour Tickets
22.214.171.124. Product Portfolio
126.96.36.199. Profitability by Market Segments (Product/Channel/Region)
188.8.131.52. Sales Footprint
184.108.40.206. Strategy Overview
220.127.116.11. Marketing Strategy
18.104.22.168. Product Strategy
22.214.171.124. Channel Strategy
8.4.8. Francesco Linzalone
126.96.36.199. Product Portfolio
188.8.131.52. Profitability by Market Segments (Product/Channel/Region)
184.108.40.206. Sales Footprint
220.127.116.11. Strategy Overview
18.104.22.168. Marketing Strategy
22.214.171.124. Product Strategy
126.96.36.199. Channel Strategy
8.4.9. UNIQUE EXPERIENCE
188.8.131.52. Product Portfolio
184.108.40.206. Profitability by Market Segments (Product/Channel/Region)
220.127.116.11. Sales Footprint
18.104.22.168. Strategy Overview
22.214.171.124. Marketing Strategy
126.96.36.199. Product Strategy
188.8.131.52. Channel Strategy
8.4.10. Panorama Sicilia
184.108.40.206. Product Portfolio
220.127.116.11. Profitability by Market Segments (Product/Channel/Region)
18.104.22.168. Sales Footprint
22.214.171.124. Strategy Overview
126.96.36.199. Marketing Strategy
188.8.131.52. Product Strategy
184.108.40.206. Channel Strategy
220.127.116.11. Product Portfolio
18.104.22.168. Profitability by Market Segments (Product/Channel/Region)
22.214.171.124. Sales Footprint
126.96.36.199. Strategy Overview
188.8.131.52. Marketing Strategy
184.108.40.206. Product Strategy
220.127.116.11. Channel Strategy
8.4.12. Sesto Continente Tours
18.104.22.168. Product Portfolio
22.214.171.124. Profitability by Market Segments (Product/Channel/Region)
126.96.36.199. Sales Footprint
188.8.131.52. Strategy Overview
184.108.40.206. Marketing Strategy
220.127.116.11. Product Strategy
18.104.22.168. Channel Strategy
22.214.171.124. Product Portfolio
126.96.36.199. Profitability by Market Segments (Product/Channel/Region)
188.8.131.52. Sales Footprint
184.108.40.206. Strategy Overview
220.127.116.11. Marketing Strategy
18.104.22.168. Product Strategy
22.214.171.124. Channel Strategy
8.4.14. ARCA - Associazione per la Ricerca e la Conservazione dell'Ambiente
126.96.36.199. Product Portfolio
188.8.131.52. Profitability by Market Segments (Product/Channel/Region)
184.108.40.206. Sales Footprint
220.127.116.11. Strategy Overview
18.104.22.168. Marketing Strategy
22.214.171.124. Product Strategy
126.96.36.199. Channel Strategy
8.4.15. DST- Diving & Snorkelling Team SardegnaOthers
188.8.131.52. Product Portfolio
184.108.40.206. Profitability by Market Segments (Product/Channel/Region)
220.127.116.11. Sales Footprint
18.104.22.168. Strategy Overview
22.214.171.124. Marketing Strategy
126.96.36.199. Product Strategy
188.8.131.52. Channel Strategy
9. Assumptions and Acronyms Used
10. Research Methodology
List of Tables
List of Charts