A report based on 32 million online reviews and feedback collected from September 2023 to August 2024 from tourists, has identified a significant drop in digital engagement of Italy as a destination, down from 40 million last year. 

The Data Appeal Company, a tourism intelligence firm, says in its recently released macro report that there are visibly notable shifts in Italy‘s tourism landscape. 

According to the report, the decline is largely attributed to economic constraints, which appear to be reshaping both the frequency and quality of digital interactions related to tourism.

The report analysed over 797,000 points of interest (POIs), such as cultural sites, accommodations and dining establishments and found a 20 pc reduction in digital reviews and comments. 

The findings suggest that rising costs and inflation-driven economic pressures are prompting Italians to shorten trips and cut back on leisure spending. 

Domestic travellers are particularly affected, with average trip durations reduced to three days as accommodation rates rise. 

Hotel and short-term rental rates increased by over 9 pc in the past year, with projections showing an additional 6 pc hike, bringing nightly costs to an estimated EUR 130.

According to the report, Italy continues to attract international travellers, who make up 58.2 pc of all visitors, up 1.5 pc from last year, despite economic challenges. 

The report says that visitors from the United States, Germany, France, and South Korea show particularly strong interest. 

Foreign visitor satisfaction remains high, scoring an 84 out of 100, with Italy’s cultural attractions and hospitality being especially praised. However, affordability remains a challenge, with value-for-money ratings lower at 71/100.

In the survey, the accommodation sentiment score was 86 out of 100 for over 135,000 properties, especially in southern Italy, where staff friendliness rates highest.

For short-term rentals, satisfaction score of 90.9 was recorded, with high ratings for location and host hospitality. Dining scored 86.7, though service and cleanliness need improvement, while cultural attractions had the highest sentiment score at 91 out of 100, driven by Italy’s unique locations and ambiance, though issues with cost and accessibility persist.

Mirko Lalli

The awards highlighted Veneto for best online reputation, Ragusa for culinary offerings, Trentino for sustainability, and Lombardy for inclusivity.

“The data from our latest report highlights the undeniable impact of economic pressures on travel behaviours. While Italy remains a premier destination for international visitors, the evolving patterns in domestic tourism require us to rethink strategies for sustainable growth and traveller engagement. By leveraging in-depth digital insights, we are helping the industry better understand these shifts and adapt in ways that enhance both visitor experiences and destination resilience,” says Mirko Lalli, CEO of the Data Appeal Company.

The report’s findings were presented at the 2024 Italia Destinazione Digitale Awards at the TTG Travel Experience event in Rimini, where regions excelling in digital reputation and visitor experience were honoured.