Summer 2025: Where are Italians traveling between July and August? All the trends and top destinations
- July 14, 2025
- Matthma
- 3 min
July has begun, and August is just around the corner. And like every year, we find ourselves answering an increasingly recurring question: “Where are Italians going on vacation this summer?”
In this article, I’ve gathered the latest data (from observers, agencies, and travel portals) to tell you what’s happening in the Italian travel world. A useful overview if you’re still deciding where to go or simply want to get a glimpse of this summer’s trends.
As always, my approach is that of someone who observes data and transforms it into concrete, authentic, and inspiring travel ideas.
With the eye of those who create tailor-made trips every day.
Europe: nearby destinations and sustainable experiences
European cities remain at the top of Italians’ preferences for this summer of 2025.
According to Assoviaggi data, 28% of summer bookings are for Europe. Barcelona, Paris, Amsterdam, and Berlin lead the ranking, followed by Lisbon and Copenhagen, destinations appreciated for their mix of urban culture, pleasant climate, and livability.
But there’s also growing interest in less-traveled and more sustainable cities, such as Ljubljana, Porto, Tallinn, and Valencia. Many are looking for green experiences, slow weekends, and the opportunity to get around on foot or by bike.
Budget also plays a role: those staying in Europe spend an average of €850 per vacation. The desire to discover the continent isn’t just a matter of cheap flights: it’s also a desire to escape the chaos and experience a more authentic connection with the places.
💬 If you’d like to get lost in a creative neighborhood or sample traditional dishes in hidden markets, we can create an alternative itinerary for your European vacation together. Contact me; I’ll be happy to help.
Extra-EU: between great travel and conscious choices
9% of Italians will choose destinations outside the European Union this summer 2025.
The United States remains among the most popular choices, with New York and the Western parks as evergreen destinations.
Japan is also experiencing strong growth, recording a 5% increase compared to 2024, while Southeast Asia (Thailand, Vietnam, Indonesia) continues to attract tourists due to its affordability and tropical experiences. The favorable exchange rate and diverse landscapes are key factors.
North Africa is also making a comeback: Morocco, Tunisia, and Egypt are seeing a 12% increase in bookings compared to the previous year, with an average spending budget of less than €800, highly competitive compared to other long-haul destinations.
If you’re dreaming of a trip outside Europe and are looking for something authentic, far from the usual options, let’s talk: together we’ll design a unique, tailor-made itinerary.
Italy between nature, sea and historic villages
63% of Italians have chosen to stay in Italy for their 2025 summer holidays. Apulia remains among the most popular regions, followed by Sicily, Sardinia, and Trentino-Alto Adige. Tuscany, Marche, and Basilicata also performed well, especially among travelers seeking authentic villages and contact with nature.
The sea remains the top choice (over 50% of travelers choose it as their main attraction), but interest in active holidays is growing: trekking, hiking, bike tours, food and wine experiences, art workshops, snorkeling, and freediving.
The average budget for a holiday in Italy is around €700, with an average stay of 6-7 days.
If you’re looking to experience Italy authentically, I can help you find local experiences from real travelers. Contact me and let’s create a weekend or vacation together that truly reflects who you are.
In summary
Summer 2025 means conscious choices, a desire for quality and lasting experiences.
The numbers speak for themselves: the demand for authenticity, contact with nature, and personalized experiences is growing.
Whether it’s a European weekend, a long trip overseas, or an Italian vacation filled with slowness and genuine encounters, the best thing is that today we can truly create tailor-made trips, designed to leave a lasting impression.
If you’re still looking for inspiration, or want to figure out which destination best suits your style, I’m here. Contact me and let’s plan your summer trip together.