ROMA (ITALPRESS) – The ASTOI Confindustria Viaggi Observatory, the Association representing Tour Operators at the national level, analyzes and interprets the behaviour of Italians towards holidays and trips during the Christmas, New Year and Epiphany periods, offering an updated reading of data, trends and purchasing dynamics of the Organized Tourism. The results show that winter is no longer concentrated exclusively on holidays, but it is configure as a longer and more articulated travel season, characterized by a solid and well distributed demand over time. The overall picture remains largely positive and confirms the central role of Tourism Organized in the travel choices of Italians. Not only Christmas and New Year, therefore, but a winter that extends, with distributed departures, early bookings and a demand oriented towards quality experiences and long-range destinations.
A structural evolution of demand emerges: the journey is planned more in advance and awareness, distributed over several weeks and treated in all its aspects – from the choice of destination to the quality of services, to insurance coverage – to be lived as a complete experience, no longer as a simple “flake”. In the period of the holidays of the end of the year, the Tour Operator ASTOI recorded on average an increase of revenues of 10% and about 7% of the passengers, regarding last year, despite a context still marked by economic uncertainties and geopolitical instability. A result that confirms the solidity of the Organized Tourism and the ability of the sector to intercept an increasingly demand oriented to quality, safety and professionalism. This trend is part of a favourable global context: the travel industry grows at a higher rate than the world economy and will be able to generate around 12% of global GDP over the next ten years (Global Travel Report – Tourism Economics).
Alongside the traditional peak of the holidays, the departure window between 1 and 10 January recorded an average increase of 10% compared to last year thanks to a greater attractiveness of prices. New Year’s Eve remains the most requested moment, but is followed by a second important seasonal wave, mainly supported by the long range and group trips. The question for Christmas, New Year and early January shows a strong orientation towards the long range: Thailand and Maldives guide preferences, accompanied by Kenya, Zanzibar, the United States and Argentina, which are also very popular for traveling. Good performance of tours in Southeast Asia. The Red Sea dominates the middle range, followed by Oman and Dubai, while the interest in tours in Turkey and Saudi Arabia grows. There are many consents to Morocco.
In Europe, Finland and Norway, winter queens are confirmed thanks to winter experiences and snowy landscapes. In Italy, they care very well for mountain stays and cities of art, privileged choices for the New Year. Complete the picture the crocieristico section and in the period of the holidays is confirmed a significant component of the winter offer, intercepting a question in increase oriented to experiences of party and sharing. The section continues to show solid performances: according to the CLIA State of the Cruise Industry Report 2025, global passengers pass from 34,6 million in 2024 to 37,7 million in 2025. Particularly significant is the growing interest of Millennials, attracted by good value for money, the variety of routes and an offer on board and on land increasingly experiential.
The journey is increasingly experienced as a planned and conscious project. Over 70% of the bookings take place with 60-90 days in advance, while the last minute remains marginal and concentrated on a few destinations. This approach is also reflected in the types of holiday chosen: group trips, accompanied by a strong demand for individual tours and tailor-made itineraries, in particular on the long range, with a strong demand for authentic experiences. The sea stay remains one of the most popular holiday formulas, often combined with cultural experiences or tours, while in Italy they very well hold the mountain and long weekends. In this context, it also significantly increases the demand for insurance covers, in particular medical policies and against cancellation, now perceived as an integral part of the package. The greater complexity of travel, especially towards distant destinations, and the value attributed to the support of the Tour Operator make protection an essential element for living the trip in full safety and serenity.
The average holiday duration is around 8/9 days, with significant differences based on the destination: 3-5 days in Italy, 5-8 days on the average radius and up to 10-11 days on the long radius. On the price front there is substantial stability, with increases between 3% and 5%, more marked on the long range, while short and medium-range remain overall in line with last year. The choice of travellers is less and less driven by the price in a strict sense and increasingly oriented to the quality of the experience and the overall value of the offer. The average cost is between 2,500 and 3,000 euros per person, with a range ranging from 600-800 euros for the short range to 1,400-1,600 euros for the medium range, up to 3,300-3,800 euros and beyond for the long range, where significant circuits and tailor-made travel made to high experiential component.
The overall trend of winter 2025/26 confirms an extremely positive picture: the period December-March recorded an average growth of 15%, both in terms of volumes and passengers. The performance is driven in particular by the long range, which confirms the main engine of the season, and by a more balanced distribution of the departures during the winter months, with January and February that strengthen their weight compared to the past. Winter therefore replicates the mechanisms of summer, becomes a structured travel season, no longer limited to public peaks. Looking at 2026, the ASTOI Tour Operators provide an even positive scenario, although characterized by a lower growth than in recent years. The estimates indicate an average increase between 8% and 10%, with some operators providing even better performances. The question will continue to focus on experiential journeys, often in small groups or custom built.
The booking is confirmed centrally, a strong focus on the quality-price ratio and the perceived value, together with the search for more authentic and personalised travel content. A picture fully consistent with international mega-trends, which indicate growing tourism driven by customization, sustainability, digital technologies and artificial intelligence, in which Organized Tourism continues to represent a point of reference to design complex and high-content travel.
“The data of the ASTOI Observatory confirm that the winter journey also entered a phase of maturity: no longer an impulsive choice, but a conscious project, analyzed and defined – is the comment of the President ASTOI Confindustria Travel, Pier Ezhaya -. In the public, the desire for experiential travel is strengthened, combining discovery, relationship with the territories and active participation. Increase passion-related travel and demand for group trips, offering content and sharing. The “thing” and “how” become almost as important as the “where”, clear addresses that Tour Operators are ready to interpret. After three years of positive data, 2026 will be a year of continuity, with solid and structural growth; the traveller plans first, informs himself more, carefully evaluates the value for money and entrusts with greater confidence the organization of the journey to professionals who guarantee reliability, competence and customization. Artificial technology and intelligence are increasingly important tools to improve efficiency, customization and service, without replacing the human factor,” Ezhaya concludes.
– photo press office ASTOI Confindustria Travel –
(ITALPRESS).
