Vacations, shorter stays at agritourisms: "Foreigners on the rise." And hit-and-runs are back.

Short, intense, and if possible with the whole family. With the mid -August holiday just days away, Italian agritourism facilities are expected to be packed . Despite this , summer 2025 promises to be a mixed bag for the sector. According to surveys by Agriturist (Confagricoltura), the season's performance highlights the sector's resilience in a challenging overall environment and the need to respond to demands related to new travel habits.

Shorter Stays: Hit-and-Run Vacations "The dominant trend is shorter stays, with bookings of two or three nights maximum , and a growth in the phenomenon of 'hit-and-run' vacations," says Agriturist President Augusto Congionti . "Bookings are increasingly short-term, making it difficult for businesses to plan and manage their offerings optimally. This is a trend that affects the entire tourism sector, from agritourism to hotels."

Farm holidays (Pixabay)

The most beautiful beaches in Italy (Tg1)

Demand, however, is increasingly oriented towards quality and personalized proposals , which reflect the profound identity of Italian rural tourism.

Excursions and sports top the list of requests. At the top of the list of tourist requests is the desire for contact with nature, with the possibility of going on excursions (53%) and sporting activities (26%), such as biking, trekking and horse riding, followed by tastings and typical restaurants.

August 15, 2024: Lunch in the Countryside - Stock Image (Pixabay)

August 15th (tg2)

Families, foreign tourists: The predominant clientele is made up of families (68%) and foreign tourists (about a quarter of the total), with a growing trend . They are especially interested in the natural beauty and cultural heritage of various regions. However, Italian tourist flows are experiencing some difficulty, primarily due to the declining purchasing power of families.

August 15, 2024 - archive image (Pixabay)

Sicily, Campania, and Lazio top the list. Since 2019, tourist arrivals in Italy have increased by 8.3%, placing our country second in Europe, after Spain (+11.2%). The most popular regions are Sicily, Campania, Lazio, Abruzzo, Marche, Emilia-Romagna, Tuscany, Veneto, and Piedmont, but Puglia once again stands out for its particularly positive performance. However, some critical issues remain throughout the region, particularly the shortage of qualified personnel. For businesses, this is compounded by the widespread increase in operating costs, with significant increases for energy, raw materials, and services.