Italian domestic tourism rises as families confront higher travel costs

A Coldiretti‑Ixè survey projects that about 36 million Italians will take at least one day of vacation in summer 2026, with a marked shift toward domestic destinations. The trend is driven by rising international tensions and a 20 % jump in travel‑related prices since 2021, prompting many to forgo trips abroad.

In the Varese province, local officials highlight agritourism, farms and short‑supply‑chain enterprises as key attractions. President of Coldiretti Varese Pietro Luca Colombo and Terranostra Varese president Tiffany Bertoni say, “Il turismo di prossimità continua a rappresentare una grande opportunità per il nostro territorio,” adding that visitors increasingly seek experiences that go “beyond the simple stay.”

Travel costs have risen sharply: airline tickets on some routes are up at least 20 % over the previous year, hotel rates have risen 3 % and holiday village prices more than 5 %. A typical family week, which cost about €1 500 in 2021, now ranges from €1 800 to €2 000. While many Italians book early, shorten trips or travel in the low‑season, overall tourism volumes are still expected to grow in 2026.