ROMA (ITALPRESS) – The romanticism of the Italians changes form: in Valentine’s Day it wins the experience, not the object. The most desired gift for 14 February, in fact, is a cultural weekend in an Italian city indicated by 76% of the respondents, in front of dinner at the restaurant (71%), a ticket for a live show (65%) and a book (63%). It is the photograph taken by an investigation by Impresa Cultura Italia-Confcommercio in collaboration with SWG.
According to the survey it is now a structural trend, especially among the younger ones. Among the under 34, in fact, the interest for the cultural weekend rises to 80%, witnessing an increasingly demand oriented to shared, personalised and high symbolic content.
Despite the desire for quality experiences – continues the note – the budget remains contained. For more than 4 Italians out of 10, in fact, spending for the Valentine’s gift does not exceed 50 euros; a quota that rises to 56% among the young under 34, for which the party of lovers must be strictly low cost.
In any case, when it comes to organizing a special exit or a weekend, making a difference are above all “no thoughts”. 32% of respondents indicate how decisive, in fact, a package all inclusive with clear and transparent prices, while 24% consider it essential to book or cancel at the last moment without penalty. They follow, remotely, exclusive experiences and convenient or included transport services.
“ Valentine’s Day data confirms a change already detected in recent years by our Observatory: today the most appreciated gift is an experience to live together. The success of the cultural weekend shows that the demand for quality time, discovery and relationships as an opportunity of value grows”. Carlo Fontana, President of Impresa Cultura Italia-Confcommercio.
“At the same time, careful management of expenditure emerges, which makes an accessible, clear and integrated offer between culture, tourism, commerce and services even more strategic. However, it is essential to strengthen the policies of support for demand – he explains – even through instruments such as the deduction of expenditure in culture, able to broaden the access of citizens and accompany the growth of the sector. Cultural weekends are a concrete stimulus for the participation and enhancement of the widespread heritage of our cities.”.
The data of the Valentine’s survey are inserted in the framework of the Observatory 2025 on the consumption and cultural experiences of Impresa Cultura Italia-Confcommercio that confirms how, in general, the interest for the cultural weekend as a gift is high: about two Italians on three declare to want to receive or give a cultural weekend. However, even in this case there is a strong focus on the budget: the expected average expenditure is 167 euro per person and 45% does not intend to exceed 100 euro.
-Photo IPA Agency-
(ITALPRESS).
