While the end of 2022 and the beginning of this year saw a decisive surge in tourist demand, well confirmed by the excellent trend of the spring and the record-breaking figures recorded in July, the month of August, which was expected to be sold out, was slightly underwhelming compared to the numbers forecast.

High prices and less disposable income put the brakes on what everyone expected to be a record-breaking summer, without, however, compromising the season, which is still to be framed.

In fact, according to Federturismo, July ended in line with the same period last year, while August already recorded 85% room occupancy at the beginning of the month in Italy's main cities of art (Rome, Florence, Venice and Naples), mainly by foreign tourists, such as Germans, French and Americans. The data also confirmed by the Bit Observatory, which had noted in July a 20% increase in sales for tourist stays in August and September.

Again according to Federturismo, Italy remained the country most sought after by foreigners, with a 28%increase in arrivals, a 20% growth in air bookings in the first half of August compared to 2022 (+16% of US tourists, followed by Germans and French). Numbers also report a revival of Italian cities of art, again among the most popular destinations for foreign travelers.

The Ministry's data, published at the end of August, also confirmed a strong season, which saw Italy in second place for the average saturation rate of online accommodation (44.6 per cent), while at the same time offering a 9 per cent cheaper solution than the average of the competitor countries considered.

All in all, although not record-breaking, the summer season was positive, and the growing interest in shoulder months such as September suggests that tourism in Italy is changing, moving towards new periods and options.

There are  9.8 million Italians who chose to spend at least part of their summer holidays in September, either to save money or to find destinations less besieged by tourists or even milder temperatures. According to Coldiretti/Ixè, travelers in this period are up 11% compared to last year.

Maybe the summer is not ending, after all! What if it is getting longer instead?

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