Italy Market Overview

The Italian market has long-term potential and high spend per visitor, and the U.S. remains the #1 long-haul travel destination for Italians. The Italian travel industry landscape is very fragmented with a high number of tour operators small – medium size.

There are approximately 80 tour operator companies that feature U.S. products, 40 of them featuring itineraries in the South of USA as well, and 6,500 travel agencies, more and more grouped in networks, but with high margin of independency in contract and daily management.

US is the main intercontinental trip for self-drivers, with a strong market of passionate organizing their own trips by themselves. A good number of them are repeaters, researching for different destinations and story angles for their trip.

IN MARKET REPRESENTATIVES

Hopscotch Tourism
Via Carducci
36, 20123 Milano, Italy
hopscotchtourism.com

Marcella Re, Account Director, [email protected]
Serena Calabrese, Account Manager, [email protected]
Gaia Consonni, Account Executive, [email protected]

PUBLIC RELATIONS

GPP  Italy Coverage – FY 25/26

MARKETING & SALES ACTIVITIES

Travel South USA will continue to invest in the Italian market focusing on travel trade strategies along with earned, owned and paid media to amplify our efforts in-market, including travel trade workshops/training regional road shows, recruitment of tour operators buyers to International Showcase, social media campaigns, cooperative event marketing with Brand USA and cooperative advertising efforts.