Destination Wedding closed 2023 with 2,500 more events than in 2022. As reported in the report “Destination Wedding in Italy”, research carried out by Centro Studi Turistici (CST) for Convention Bureau Italia, Italy confirms itself among the most sought-after destinations of Wedding Tourism, although quite varied trends have been recorded in requests from various foreign countries.
If 2023 saw a growing trend for the presence of US couples, significant signals were recorded for Australian, Canadian, Indian, Chinese, Mexican, Singaporean and Indonesian couples. The inflationary pressure has had repercussions on average event budget that has passed from approximately 54 thousand to 59 thousand eurosbut it did not influence the choices of foreign couples who mainly celebrated the wedding with a symbolic rite and celebrated the event in locations such as villas, period residences, farmhouses, castles and villages.
Overall it is estimated that they werethe over 13,600 marriages of foreign couples celebrated in Italy, i.e. +22.3% compared to 2022 (13,600 against 11,100 in 2022), even if the restart of the market in 2022 was actually recorded during the second quarter.
Tourist presences closely linked to the celebrations are estimated at over 2.4 million overnight stays (+19.5%).
The survey also revealed an increase in the average number of participants in events (60.7), which certainly contributed to the increase in turnover in the sector.
The seasonality of the market
Generally speaking, the seasonality of the market remains virtually unchanged. The only significant element is a greater distribution of events in the “shoulder” periods, i.e in the first and fourth quarters of the year.
Compared to 2022, the average stay of spouses and guests decreases: 2.9 nights compared to 3.3 in 2022. The trend could derive from the need to reduce spending following the surge in inflation and the generalized price increases that characterized the entire year. However, the average number of guests at the ceremonies increased: from 55.6 to 60.7. The share of ceremonies with a number of guests between 51 and 100 is significant, rising to 63% from 41.3% in 2022.
The locations
There Villa remains the absolute favorite location for organizing the event, followed by another type with an ancient flavor: the Historic Residence.
Agritourism and agricultural companies consolidate their position by remaining firmly in third place in the ranking, while preferences for Castles.
The Villa stands out at 26.1% of preferences, followed by the Historic Residence at 13.3%. The Castle, the Village and the Agriturismo are essentially tied with 10.9% each, in fourth place we find the Luxury Hotel with 9.9% and the Resorts at 7.7%, followed by the Hotel, the restaurant, the bathing establishment and the private home.
Those who love getting married in Italy
In 2023 there was an increase in requests from US couples, confirming itself as the main reference target. However, requests from couples from other non-European markets such as Australian, Canadian, Indian, Chinese, Mexican, Singaporean and Indonesian couples are also growing.
Some signs of a slowdown or adjustment in the requests of couples from European countries, which bring their market share to 52%, from 57% in 2022. The most numerous requests came from couples from the UK and Germanyboth slightly down compared to 2022.
Significant interest was also recorded for requests from Switzerland, the Netherlands and Lithuania, all clearly growing, while the demand from French, Irish, Spanish and Belgian couples remained stable.
Favorite destinations
Also for 2023, demand has highlighted a fairly diversified interest between the different destinations of the individual macro areas. The Center and the North East reduced their market share to the advantage of the areas of the North West (+3.1 points) and the South and Islands (+3.8 points).
The favorite destination remains there Tuscany. It is in this region, among lush hills, medieval villages, cities of art and vineyards that foreigners love to celebrate their wedding.
In second place, among the favorite Italian regions for celebrating a wedding, is La Lombardywhere foreigners love the refinement of the homes on the lakes and the luxury of the cities.
Also on the podium Campania. The Amalfi Coast and Capri are just some of the most popular locations. The breathtaking landscapes and Mediterranean scents enchant foreigners.
Always highly appreciated Puglia. Thanks to the ancient farms, the famous trulli and the pristine beaches, foreigners find a unique atmosphere with Mediterranean charm.
The baroque villas, the farmhouses surrounded by vineyards and the golden beaches of Sicily they are increasingly popular. The exotic and romantic environment that this island offers is increasingly appreciated by newlyweds.
Average expense
59,000 euros is the average expense for a wedding in Italy, compared to 53,800 euros in 2022. It is recorded around 10% more compared to 2022.
Events included in the first three average budget bands are decreasing (up to 10 thousand Euros, from 10 thousand to 25 thousand Euros and from 25 thousand to 50 thousand Euros), losing around 18 percentage points, to the advantage of the higher budget bands. The distribution of the budget between the types of services sees this breakdown.
- Location and tensile structures 21.0%
- Food & Beverage 35.0%
- Hospitality 16.8%
- Other services (photos, videos, installations, WP, etc.) 27.2%
From the intersection of the main indicators emerging from the survey, as well as on the basis of the average length of stay of the couples and the guests at the ceremony (2.9 nights), the arrivals and tourist presences connected to the Destination Wedding are respectively estimated at over 826 thousand and 2.4 million against 619 thousand and 2 million in 2022, with a turnover going from 599 million in 2022 to 802.7 million in 2023. 34% more than the values estimated in 2022confirming the strengthening of the Italian system on the main international markets.
The trend for 2024
Based on the bookings already acquired and knowledge of the market, the perception of the 2024 market trends by the companies that contributed to the survey is certainly positive, even if the growth rates could be slightly attenuating. The estimated increase is by +8.8%, i.e. approximately 1,200 more events.
Generally speaking, the best expectations were also reported for 2024 for the same markets that showed particular dynamism during 2023. In addition to the consolidation of the requests that will arrive from United Statesthe interesting data emerges of a growth in demand from other non-European countries, first and foremost Australia, Canada, India and the United Arab Emirates.
Markets reported with increased inquiries for 2024 are:
- USA 17.7%
- United Kingdom 16.7%
- Germany 8.5%
- Switzerland 8.2%
- Australia 5.2%
- Scandinavian countries 5.0%
- Canada 4.6%
- Netherlands 4.5%
- France 4.5%
- Belgium – Lux 3.9%
- Austria 2.9%
- Spain 2.9%
- India 2.5%
- United Arab Emirates 1.9%
For 2024 the trends reveal a significant share of micro-weddings and of “love escape” (Elopement). In second place are the reports for Wedding weeks which involve the extension of the dates celebrations for several days. Instead, within the “Other” item we distinguish i Weddings in the woods, weddings tasting typical products, weddings in the countries of origin (Roots tourism) and once again i Luxury Wedding.
The Destination Wedding trend in 2024
- Small or Intimate wedding 22.5%
- Wedding week 18%
- Green Wedding 16%
- Vineyard 11.5%
- Elopement 9.6%
- Same sex wedding 8.9%
- Renewal of promises 6.3%
- Social weddings 3.6%
- Costume weddings 1.7%
- Other 1.9%
Destination wedding: Italy/Italy
An important contribution to the companies in the supply chain also comes from the weddings of Italian couples who celebrate their wedding in a region other than that of residence. This is a market segment parallel to Destination Wedding, with different characteristics and behaviors, but capable, however, of activating significant business volumes.
In 2023, approximately 8,000 weddings of Italian couples were celebrated in a region other than that of habitual residence compared to 7,160 weddings of Italian couples in 2022.
Quite numerous civil ceremonies (38.8%)but those celebrated with would also be substantial religious rite (34.8%). The interest of Italian couples in i. is growing symbolic rites (26.4%).
The average expense of an event organized for Italian couples is estimated at 41,500 euros, growing by more than 11% compared to the value in 2022, equal to 37,100 euros. Over 28% of the reports were for events organized with budgets ranging from 50,000 euros up to a maximum of 200,000 euros.
In 2023, the average stay of spouses and wedding guests of Italian couples increased: 1.5 nights compared to 1.4 nights in 2022. Over 763 thousand arrivals and over 1.1 million overnight stays in accommodation facilities compared to 645 thousand arrivals and 912 thousand overnight stays in 2022. A fact for everyone: The total turnover was 331.7 million euros generated by the market segment compared to 266 million in 2022.
