(Finance) – In 2025 growth between 3% and 5% is expected, travel will be even more experiential, thematic and personalized, also thanks to Ai and augmented reality. The seasonality is expanded in the Mediterranean and grows the tourism Summer in Northern Europe, also as a consequence of climate change in Italy in the foreground, the ability of Milan-Cortina, estimated between 2.3 and 3 billion euros.
Ended Bit’s 2025 editionone of the most important European events dedicated to tourism, which this year has inaugurated a new more linear and extensive format, thanks to the new location of Rho Fierawho hosted about a thousand exhibitors from 64 countriesvisited by buyers all over the world, coming from 49 nations.
Like every year Bit is also an opportunity to observe closely New trends and to analyze the results of the year just passed, which reveal a market definitely healthy.
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According to the data of the World Tourism Barometer In fact, in 2024 Europe recorded 747 million international arrivals (+5% compared to 2023), supported by a strong intraregional question.
2024 was also the first year characterized by a real extension of the seasons to avoid the hottest summer months (which in the past year have actually been the hottest ever recorded). The trend also seems to persist for 2025, with a growth of spring tourism and northern European destinations for the summer period, also in the name of noctoTourismthat is, the tourism dedicated to the observation of astronomical phenomena, such as eclipses and the boreal aurora (which still remains particularly attractive especially in winter).
With regard to Italya particularly interesting figure is the Total tourist expenditure which, for 2024, was calculated by Confindustria in 110 billion euros.
The Tourism of the Beeserand, more and more linked not only to the same good at 360 degrees, but also in search of a lHealthy ongevity.
Another interesting news that is expected will continue to grow in 2025 are Immersive sensory travel able to stimulate all the senses in an innovative way, also with the support of the virtual reality and increased. An example of these experiences are the High cuisine workshop oi Guided tours in the dark To amplify sensory perception, but also the premises and the immersive exhibitions designed to offer multisensory experiences.
The request for Relax destinationswhich according to most travelers are an opportunity for reconnect with their loved ones.
In parallel it also finds new forms on sports tourism. Our country in particular should see a growth of attention for winter sportsdriven by the preparatory path to Olympics and winter paralympics of Milan-Cortina 2026: three different studies of the La Sapienza universities, Bocconi and Ca ‘Foscari estimate that these appointments will provide an important contribution toeconomic impact overall of the Olympic event, assessed between 2.3 and 3 billion euro. According to Deloitte instead, they are more than 2 million visitors are expected with a expenditure of 154 million euros For the stay alone.
Among the now consolidated trends, on the other hand, we find the luxury shoppingwhich remains the protagonist in our country; in Milan in particular, Via montenapoleone is Becoming the most dear luxury path in the world, overcoming the Fifth Avenue in New York. In the summer of 2024, according to a Lombardy Region study, high-salary visitors spent on average 158 euros per day For accommodation and 215 euros for restaurants, shoppingmuseums and transport.
Transversal to the different travel styles, the tendency to hyper-personalization, that according to Euromonitor International, he will see an increasingly radical evolution thanks to contribution of generative artificial intelligencewhich will allow you to manage the needs of tourists in an increasingly simple, in -depth and automatic way.