Italy invests in South American luxury tourism. Enit for the first time at Iltm in South America with 12 leading travel companies to develop new tourism trends not only linked to return tourism but also to the high-spending circuit. In 2023, Latin Americans traveling to Italy will increase by +58.4% compared to the previous year. The number of overnight stays and tourist spending also grew, by +44.8% and +83.0% respectively.
Travelers from Brazil (36.1%), Mexico (20.8%) and Argentina (19.3%) contribute the most to the increase in revenue, whose overall expenditure represents 76.0% of the total.
The revenues linked to holiday travel in Italy from these 3 markets amount to 900 million euros, increasing by approximately +80% over 2022 and accounting for 64.2% of the overall revenues.
The choice of accommodation for the holiday falls mainly on hotels and tourist villages. In these accommodation facilities, the share of spending goes from 74.8% in 2022 to 76.4% in 2023, while the incidence of overnight stays rises to 64.3% in 2023 against 52.0% in the previous year. (Source: Enit Research Office based on Bank of Italy data). In 2023, approximately 404 thousand airport passengers arrived in Italy from the main Latin American countries, an increase of +52.4% on 2022. The greatest concentration of arrivals occurs in late spring between May (11.0% of total flows) and June (10.5%) and in the months of July (11.3%) and September (12.1%).
82.5% of bookings are for return flights. People travel mainly as a couple (37% of bookings) and in Economy class (85.0%). In detail, these are 202 thousand airport flows from Brazil (+52.0% on 2022), 120 thousand from Argentina (+56.7%) and 64 thousand from Mexico (+46.7%). Brazilians book 90 days before departure, generally in March to visit Italy in June and September. The average length of stay for them is 17/18 nights. Argentinians leave almost 100 days after booking air travel to Italy. We stay for almost a month, preferably in September. The booking window for flights from Mexico to Italy is on average 70 days, for a 16-night stay especially in July.
In the first 4 months of 2024, there were 102 thousand confirmed passengers from the 3 Latin American countries, with an increase of +1.5% on the same period of 2023.
The booking window is 85 days for a 20-night stay in Italy. 56.0% of bookings are made by Brazilians. (Source: Enit Research Office on Data Appeal data, reservations via GDS).
«Italy confirms itself as a leader in the luxury sector through active participation in specialized international fairs, where it boasts the undisputed excellence of Made in Italy. The Italian presence at ILTM Latin America represents a strategic opportunity to consolidate the global positioning of the Peninsula, attract prestigious investments and partnerships and promote Made in Italy as a symbol of elegance and refinement. Enit is strengthening the sector by now also focusing on markets that were looked at for other segments and targets. In an increasingly competitive global economic context, it is essential to seize the opportunities offered by the South American luxury tourism market. Only companies that are able to anticipate trends and satisfy the needs of the most demanding tourists will be able to guarantee lasting success and consolidate their position in the sector” he comments Alessandra Priantepresident of Enit.
«The South American region boasts a growing and expanding middle class, which is increasing demand for luxury products and services. Furthermore, tourists from countries such as Brazil and Argentina are increasingly interested in exclusive, high-quality experiences in Italy. Luxury tourism offers unique opportunities to differentiate yourself from the competition and position yourself as a market leader. Through targeted investments in the creation of luxury infrastructures, partnerships with prestigious brands and strategic marketing campaigns, companies can conquer an important share of the South American market” he declares Ivana JelinicCEO of Enit.
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