Holidays 2025: Italians first in Europe for desire to travel, but last for insurance

We have less money – translated: inflation has skyrocketed prices and salaries have stagnated – but we continue to travel. The numbers speak for themselves: 83% of Italians have declared that they want to leave for the summer, well above the European average of 75%. To be able to do so, however, we spend less than other Europeans: the average expected expenditure per household is 1,950 euros in Italy, with an increase of 16% compared to 2024, even if it remains lower than the European average of 2,217 euros. A figure that reflects, in fact, the loss of purchasing power in recent years, but also the determination not to give up on holidays. In short, 2025 promises to be a year of contrasts for Italian tourism: on the one hand, Italians confirm their vocation as inveterate travelers, on the other, new fears and a growing sensitivity towards sustainability and authenticity emerge. This is the portrait that emerges from the European Summer Vacation Confidence Index 2025 by Allianz Partners, a research that involved 9,300 people in nine European countries.

First for desire, last for caution

"This year too, we are first in Europe in terms of propensity to travel. A confirmation of the sacredness of summer holidays for Italians and a consolidated trend in recent years, especially after the pandemic" - explains Marco Gioieni, CEO of Allianz Partners Italia. "And yet, for the first time since the post-Covid era, there has been a general slowdown: a drop of 9 percentage points compared to 2024, in line with the European trend". The reasons? "First the inflationary impact and economic uncertainty, the second instead a certain concern on issues more linked to extreme weather phenomena and climate risks, which are becoming increasingly frequent", continues Gioieni

. Sacrifices to avoid giving up on holidays

Despite economic difficulties, Italians demonstrate an almost sacred attachment to summer vacations. 68% are willing to reduce spending on leisure activities (restaurants, gyms, culture) in order to travel, a percentage higher than the European average of 60%. Even more surprising: 67% postpone major purchases such as new cars or home renovations.

Climate and geopolitics: the new anxieties

One of the most significant developments concerns the growing sensitivity to climate change. 62% of Italians (versus 53% of Europeans) say they are worried about extreme weather events such as heat waves, floods and fires. 66% say they consider environmental risks when choosing a destination. The international geopolitical situation also weighs on decisions: 51% of Italian travellers express concern, and 44% would change destination in the event of stricter border controls.

The Insurance Paradox

Despite growing concerns, Italy remains at the bottom of the list in Europe for the propensity to insure: only 43% said they wanted to insure themselves, compared to 80% in the Netherlands or 77% in the United Kingdom. "The propensity of Italians to insure themselves is growing, but we remain behind in the European rankings. Why don't people insure themselves?

We are among those who most prefer domestic destinations and short trips. This leads to underestimating the importance of protecting one's holidays. In fact, about a third of those interviewed believe that their trip is too short to purchase domestic travel insurance", analyzes Gioieni. The data reflects an Italian specificity: two thirds of Italians prefer to stay within national borders, reducing the perception of risk. When traveling abroad, however, the top destinations remain the United States (26%, slightly down from 30% in 2024), followed by Japan (5.5%) and the United Kingdom.

Towards a more ethical and sustainable tourism

A new sensitivity is emerging with force: 73% of Italians believe it is important that their tourism spending brings benefits to local communities. Attention to overtourism is also growing: 21% of those who do not travel cite overcrowding as the main reason. There is also a growing preference for alternative means of transport to the plane: "The number of travellers who prefer public transport, perhaps the train or bus, is growing. However, Italians continue to prefer the car as the main means of transport for holidays", concludes Gioieni.