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Leisure

Tourism

The camping market - Italy

An analysis with all the essential information for a clear, complete and quantified view of this market.

Available in Italian

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Study Overview

Camping is a category of tourism that differs from the usual hotel or apartment accommodation in that it is characterized by staying outdoors in a temporary or permanent shelter, such as tents, trailers, or trailers, in independent or prepared locations known as campgrounds. Free camping and organized camping are the two main types of camping; obviously, the type of service and purpose are different. "Camping" does not always mean "cheap," in fact there are some campgrounds that offer 5-star experiences; among these facilities, there are some that follow the "Glamping" trend, which accounts for a growing share of the market. The two most popular types of accommodation for campers are the mobile home and the personal tent. The recent success of the mobile home has contributed significantly to the renewal of camping. In Italy, about 60 percent of campers prefer this type of accommodation because of its convenience and flexibility.

With the advent of social estrangement, the desire for open spaces has also grown in Italy and with it the camping market. There are about 3,000 campsites in Italy, with more than one million beds, a significant number that underscores the importance of this sector in national tourism. The stakeholders in this market are mainly companies that rent RVs, sell technical sports equipment, restaurants and tour operators. The Pitchup.com website is one of Europe's best-known outdoor vacation booking platforms with 4,200 properties offered in 65 countries, including about 400 in Italy, making it a reference point for travelers looking for an outdoor vacation. In Italy, many of the properties featured are family-run, and an estimated 70 percent of campgrounds employ seasonal staff, with a large number of staff working around the property during peak season. The sector often attracts foreign vacationers, with most arrivals coming from Germany (about 25 percent), France, the Netherlands, the United Kingdom and Austria, highlighting the strong international ties of camping in Italy.

As foretold, the most important new trend in the industry is Glamping, the new frontier of luxury tent vacations. Glamping facilities feature pre-assembled tents furnished with designer and handcrafted furniture, offering an immersive yet comfortable and luxurious experience. This is true luxury camping in the midst of nature, with rates as high as 300 euros per night. This is a very interesting trend for Italy, home of the most coveted views, which is becoming increasingly popular, attracting a target clientele with high spending power. The global camping market is growing rapidly and is expected to grow at a compound annual growth rate (CAGR) of 6.7 percent between 2023 and 2028, thanks to increased demand for outdoor experiences, the desire for sustainable vacations, and the popularity of Glamping, which is attracting a more diverse clientele seeking luxury experiences.

Key takeaways

Growth and sector challenges
Demand analysis
Market structure and organization
Supply and pricing analysis
Player segmentation
Latest trends and innovations

Methodology

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Contents

Sommaire

1. Market Overview
- 1.1 Definition and presentation
- 1.2 The global market
- 1.3 The European Camping Market
- 1.4 The Italian Market
- 1.5 Import and Export
2. Demand analysis
- 2.1 The demand for camping in Italy
- 2.2 Profile of Italian Camper Riders
- 2.3 The Frequency of Camping
- 2.4 Geographical distribution of demand
- 2.5 Online interest in camping
3. Market structure
- 3.1 Market structure and dynamics
- 3.2 Industry employment
- 3.3 Main players in the Italian market
- 3.4 The value chain
4. Supply analysis
- 4.1 Price analysis
- 4.2 Sustainable camping
- 4.3 The Glamping
5. Regulations
- 5.1 What Italian and European law says about campsites