Outdoor tourism continues to strengthen its position within the European travel market, despite ongoing geopolitical uncertainty, climate-related risks, and inflationary pressures shaping traveller behaviour.
While the wider landscape remains complex, the outdoor holiday segment is showing notable resilience, with Italy expected to enter a period of consolidation in 2026.
These findings come from the sixth edition of the Outdoor Tourism Observatory by Human Company, developed in collaboration with tourism consultancy Thrends.
For the first time, the report takes a broader international view, comparing six key European markets: France, Germany, Spain, the Netherlands, Croatia, and Italy.
In Italy, moderate growth is forecast for 2026, with total outdoor overnight stays expected to reach 68.4 million—an increase of 0.4% year-on-year. Following strong post-pandemic growth, the sector is now stabilising, with international demand continuing to drive performance while domestic travel shows a more gradual recovery.
Foreign visitors are projected to account for 37.8 million overnight stays, significantly above 2019 levels. Domestic demand, meanwhile, is expected to reach 30.6 million overnight stays, still slightly below pre-pandemic figures but steadily improving.
Regionally, North-East Italy remains the leading destination, followed by Central regions, the South and Islands, and the North-West. Domestic travellers tend to favour Tuscany, Veneto, and Emilia-Romagna, while international visitors are concentrated in Veneto, Tuscany, and Lombardy.
The report also underlines the sector’s economic impact. Direct spending from outdoor tourism in Italy is estimated at €5.12 billion in 2026, with total economic impact—when indirect and induced effects are included—ranging between €9.12 billion and €13.3 billion. Average daily spend is approximately €75 per person.
Across Europe, tourism approached 3 billion overnight stays in 2025, with outdoor tourism emerging as one of the fastest-growing segments. Outdoor stays reached 413.2 million, led by France, Italy, and Spain. The findings also point to evolving accommodation standards, with campsites and holiday parks increasingly aligning with mid-range hotel offerings.
Overall, the data highlights a maturing sector, where growth is increasingly driven by quality, international demand, and the continued evolution of outdoor hospitality experiences.
