Pet‑friendly travel dominates Italian holiday choices

A survey by Rover.com, the world’s largest pet‑care marketplace, found that more than 60% of Italians now select only pet‑friendly destinations for their vacations. About half of respondents say the presence of their animal directly influences where they go, and over 70% have cancelled at least one trip because of pet‑related difficulties.

The research also shows pets are the preferred travel companion for roughly a quarter of Italians, second only to a partner. Travelers prioritize finding accommodation that accepts pets (54% of respondents), clear rules and restrictions (42%), and practical advice (40%). The average extra cost of traveling with a pet exceeds €250.

In response, Rover partnered with Lonely Planet Italy to publish a free online guide, “Viaggi pet friendly in Italia,” offering destination suggestions, trekking routes, beach options, pet‑focused spas, and information on veterinary services. The guide aims to support the growing demand for inclusive tourism experiences across Italy.