The Italy December Report highlights continued growth in travel trade engagement, media exposure, and market trends favoring U.S. destinations. Travel South USA (TSUSA) has strengthened its presence through trade missions, webinars, and key industry events, reinforcing interest in Southern U.S. destinations.
Trade & Media Engagement
- Travel South International Showcase 2024 successfully connected Italian tour operators with U.S. suppliers, with follow-ups underway.
- Showcase USA-Italy 2025 (February 28 – March 3) is confirmed, with TSUSA securing participation.
- 42 media articles published in December, generating 1.46 million impressions, with features on Louisiana, Tennessee, and Georgia.
- Trade training and digital promotions continue, with targeted webinars scheduled for 2025.
Market Trends & Travel Demand
- The U.S. remains a top long-haul destination for Italian travelers, alongside Japan.
- Demand for music, culinary, and road trip experiences in the South is rising.
- New flight routes will enhance accessibility: Neos Airlines launches a Bari–New York direct flight in June 2025, and United Airlines adds Rome–Denver service in May.
Next Steps & Opportunities
States should leverage Italian enthusiasm for immersive travel experiences by focusing on cultural, historical, and adventure tourism. Strengthening trade partnerships, expanding media collaborations, and capitalizing on new air connectivity will be key to sustaining growth in 2025 and beyond.