In an exciting turn of events for the travel and tourism industry, Emerging Travel Group (ETG) announced that booking volume in Italy has increased by twenty-five percent between January and August 2025. This indicates the enduring desirability of Italy as a bucket-list destination for both leisure and business travellers. The surge in demand is predominantly attributed to B2B clients such as travel agents and corporate groups, who recorded a thirty percent year-over-year increase for 2025 when compared to 2024. According to a Travel Market Report, Italy is outperforming all other countries in the European travel marketplace due, in large part, to the diverse appeal it has to all of the traveller segments! The report emphasises Italy’s cultural richness, luxury offerings and world-renowned gastronomy as relevant factors to its continued dominance.

The significant rise in Italy bookings is part of a broader trend in the luxury travel market, where more affluent clients are seeking premium experiences and tailored travel options. Emerging Travel Group provides services through three core platforms: RateHawk (for travel professionals), Roundtrip (for corporate clients), and ZenHotels (for individual travellers). Across these segments, Italy’s tourism market continues to show resilience, attracting visitors looking for both relaxation and cultural enrichment.

Exploring Key Destinations and Booking Preferences

As part of its growth, Italy has become one of the most sought-after destinations, with the country’s historic cities and coastal beauty continuing to draw travellers from around the globe. The most popular Italian destinations among all traveller segments remain Rome, Milan, Florence, and Venice. These cities are iconic, offering a rich blend of history, art, and modern amenities.

However, distinct patterns have emerged among the different segments of Emerging Travel Group’s customers. Travel agents using RateHawk tend to favour coastal regions like Palermo, Catania, and Sorrento. These locations are increasingly popular due to their scenic beauty, relaxed atmosphere, and proximity to beaches and historical landmarks. Meanwhile, individual travellers booking through ZenHotels are more inclined to visit cultural hubs such as Verona, Genoa, and Rimini, where they can enjoy the arts, local culture, and gastronomy.

Corporate travellers, on the other hand, generally prefer to book accommodations near business districts or airports. Popular locations include Fiumicino (near Rome’s international airport) and Somma Lombardo (near Milan Malpensa Airport). These areas cater to business needs while still offering access to the country’s vibrant culture and leisure options.

B2B Demand Leading the Way

B2B clients, including travel agents and corporate clients, have played a pivotal role in driving this surge in Italy bookings. Corporate clients booking through Roundtrip averaged €245 per night, while travel agents typically spent €220 per night on average, reflecting the growing trend of high-end business travel and corporate leisure travel. In comparison, individual travellers spent €151 per night, reflecting a more budget-conscious approach while still opting for quality accommodations and experiences.

The significant uptick in B2B demand has prompted Emerging Travel Group to expand its portfolio of directly connected hotels in Italy. By upgrading the inventory of luxury hotels, the group is ensuring that clients can access the best rates and exclusive offers. For Italian property owners, partnering with Emerging Travel Group provides access to an impressive network of 100,000 travel professionals, 20,000 corporate clients, and millions of individual travellers, making it easier to secure high-value demand and maintain steady occupancy rates throughout the year.

Seasonal Trends and Travel Timing

The seasonal patterns of travel to Italy also highlight the growing demand across all types of travel. Leisure travel peaks between May and August, coinciding with major holidays like Easter and summer vacations. During this period, families and solo travellers flock to Italy’s historic cities, cultural hubs, and coastal areas to experience the country’s unique charm.

On the other hand, business travel to Italy remains consistent year-round. Corporate travellers seek convenient access to key business districts and conference facilities while also enjoying Italy’s gastronomic and cultural offerings. This blend of business and leisure travel is shaping the future of Italy tourism, with more companies opting to combine both needs into corporate retreats or incentive trips.

Expanding and Innovating for the Future

In response to this increasing demand, Emerging Travel Group will showcase its latest innovations at the TTG Travel Experience 2025 in Rimini, Italy, from October 8–10. The event will highlight the company’s cutting-edge technologies, which help Italian hoteliers expand their distribution networks and optimize performance. With a growing presence in Italy, Emerging Travel Group continues to enhance its direct supply portfolio, ensuring that it remains a leading provider of global travel solutions.

Italy’s Resilient Tourism Market Continues to Thrive

The ongoing growth of bookings in Italy for 2025 across the nation highlights the continuing attractiveness of the country as a premier destination selection for luxury travellers, corporate clients, and tourists alike. The twenty-five percent increase in bookings driven by B2B demand emphasises the expected personalisation of travel experiences and rise of experiential tourism. As Emerging Travel Group continues to grow its presence and enhance its portfolio, Italy will continue to be one of the top destination selections for travellers wanting quality accommodations, exclusive experiences, and connections to its cultural essence. The company’s continuity in innovative technology and approachable and frequent local presence in Italy ensures the longevity of the luxury tourism market’s vitality and competitiveness for years.

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