The camping market - Italy

As of 2020, the global camping and caravanning market has been experiencing significant growth, with an expected closure of $45.07 billion in 2021, marking a CAGR of 13.1%. This surge is partially attributed to a heightened desire for open spaces amidst social distancing practices. In Italy, a key player in this market, there are approximately 3,000 campsites with over a million beds, attracting 70 million visitors annually before the pandemic, over half of whom are international, primarily from Germany, France, the Netherlands, the UK, and Austria. The emergence of "glamping" represents a prominent trend, combining luxury with the traditional camping experience, making Italy one of the pioneering countries in offering 5-star nature-based accommodations. Stakeholders include motorhome rental companies, technical sports equipment sellers, restaurants, and tour operators, with Pitchup.com being one of the most recognized booking platforms, featuring around 400 Italian properties. The sector's success can also be seen through the continued popularity of mobile homes and personal tents, pointing towards an evolving market with a diverse range of offerings and experiences for consumers..Emerging Trends and Demand in the Italian Camping Market Camping has always been a favored choice for travelers seeking an outdoor experience, and in Italy, this market has shown robust enthusiasm, particularly with the influence of social distancing norms that escalated the longing for open-air environments. Within the scope of this study, we uncover that camping, including its luxurious counterpart 'glamping', is not merely a reflection of an affordable holiday option but has evolved to cater to a higher-end segment seeking opulence amidst nature. The Italian camping market is a significant contributor to the country's tourism industry, with approximately between 2,500 and 3,500 campsites, which before the pandemic, generated footfall of about 65 to 75 million visitors annually. A noteworthy detail is that more than half of these visitors are international tourists, with a primary influx from European nations such as Germany, France, the Netherlands, the UK, and Austria. Regarding accommodations, mobile homes have seen an upsurge in preference, redefining the standard camping experience and contributing actively to the market's evolution. Alongside traditional personal tents, mobile homes have become a popular choice for campers, blending the essence of nomadic living with the comforts of home. The most distinguishing trend within the Italian camping sector is the rising popularity of 'glamping'. This luxury camping niche caters to those who indulge in high-end experiences, supporting the inception of campsites that are equipped with designer and artisanal furnishings set within nature's lap, reminiscent of a 5-star setting. With the economy bouncing back, the global camping and caravanning market is expected to recover at a CAGR of around 10 to 15%, aiming for a valuation between $40 to $50 billion. Italy, a pioneer in offering 5-star luxury camping experiences, is well positioned to capitalize on this trend. Furthermore, the market dynamics involve a diverse array of stakeholders ranging from motorhome rental companies, technical sports equipment retailers, to gastronomy providers and tour operatives. An exemplar of such a presence is Pitchup.com, a leading outdoor holiday booking platform in Europe, which lists about 300 to 500 properties in Italy among its extensive portfolio spanning across various countries. Overall, the demand in the Italian camping market is reflective of an industry in transition, embracing both the simplicity of traditional camping and the opulence of glamping, supported by a strong base of domestic and international tourists..# Pioneering Elegance in the Open Air: Key Actors in the Upscale Camping Renaissance As the camping market adapts to changing demands, with a notable shift towards luxury outdoor experiences—popularly termed 'glamping'—distinguished players have positioned themselves strategically to cater to this upscale segment. Their collective contribution to the field has invigorated the market, providing discerning travelers with the allure of nature without compromising on comfort and luxury. One such prominent actor in the space is Pitchup.com, an outdoor holiday booking platform renowned across Europe for its comprehensive offerings. Serving as a digital gateway to the outdoors, Pitchup.com facilitates connections between adventure-seekers and a grand selection of over 4,200 properties scattered across 65 countries, including a notable presence in Italy. This platform has evolved into a one-stop destination for campers looking to find the perfect outdoor retreat, be it a modest campsite or an opulent glamping setting. In Italy, the heart of Mediterranean hospitality, the camping and caravanning market is also significantly shaped by family-run enterprises. These businesses bring a personal touch to the camping experience, replete with dedicated staff catering to the myriad needs of guests. They meld the traditional values of Italian hospitality with the latest trends in camping, ensuring that both domestic and international tourists are well received. The glamping trend is a forte of the Italian market, setting the standard with its 5-star luxury offerings set amidst stunning natural landscapes. These glamping sites are known for their meticulous attention to detail, from designer furniture to handcrafted amenities that elevate the camping experience to match the grandeur of premium hotels. Finally, the backbone of the camping industry is also supported by companies specializing in motorhome rentals, technical sports, equipment retail, and local culinary establishments that capture the essence of the region. All these stakeholders work collectively to provide an immersive and affluent outdoor experience that continues to captivate large numbers of tourists, with a strong representation from Germany, France, the Netherlands, the UK, and Austria. As we delve deeper into the niches of the camping market, it becomes clear that these main players have recognized and harnessed the potential within the glamping phenomenon. Their ongoing quest for innovation and excellence ensures that camping, far from a fall-back option, is now reimagined as a coveted retreat for the sophisticated traveler.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 19/11/2021

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Summary and extracts

List of charts

• Size of the global camping market
• Market shares of the continents in the camping market
• Nombre d'entreprises dans le secteur du camping
• Catégories de la population du camping
• Temps passé en vacances
• Type de vacances
• Destinations les plus populaires auprès des touristes de plein air en Italie, par produit
• Origine des touristes étrangers
• Valeur du marché du tourisme de plein air
• Nombre d'employés dans le secteur du camping
• Évolution moyenne des arrivées dans les campings par rapport à 2018
• Les types de vacances en plein air préférés des Italiens
• Perception du camping durable
• Déplacement des clients du camping
• Prix moyen des campings

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