Italy is set to be the biggest winner of the 2026 summer travel season. Faced with rising costs, growing environmental awareness, and a desire for more meaningful experiences, Italians are increasingly choosing domestic destinations, mountain escapes, and sustainable forms of tourism over long-haul vacations abroad.
According to the latest survey conducted by the Touring Club Italiano’s Vacation Observatory, based on more than 2,800 responses from a travel community of 320,000 people, the desire to travel remains exceptionally strong. About 75% of respondents say they will definitely take a vacation this summer, while another 17% expect to travel, confirming that leisure travel remains a priority despite economic pressures.
