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Germany, Italy is the favourite foreign destination

The Italian Embassy in Germany and the ENIT Agency have organised a webinar in the last few days entitled Viaggio in Italia (Journey to Italy), opened by Ambassador Luigi Mattiolo in which the results of a survey confirming the interest of German tourism in Italy were presented. 300 operators in the sector (tour operators, journalists, German institutions) and representatives of 13 Italian regions took part.

The survey presented on the occasion by ‘Reiseanalyse 2020’ (annual research on the evolution of the tourism market) and carried out with a sample of 2,500 interviews on the bookings made in the period May-December this year, confirms that Italy continues to be an attractive destination for German tourists in summer 2020.

In fact, it ranks second (after Germany) of the countries of the next holiday destination. In particular, 41% of respondents (+11% compared to 2019) intend to spend their holidays in Germany, followed by Italy (7%) on a par with Austria and Spain. There are, therefore, all the prerequisites for our country to safeguard the 30% increase in overnight stays in Germany achieved in the last decade. Among the motivations expressed by the interviewees to spend their holidays in Italy, the first place is relaxation (56%), followed by the attraction for a beach holiday (35%) and the possibility to live family moments (28%). The mode of travel to Italy remains the personal car (61% of the trips, a percentage that reaches 86% for South Tyrol, the first travel destination).



In the webinar there was talk of the fallout from the Covid-19 pandemic. The data showed that more than 65% of respondents want to spend their holidays in a destination that allows the highest standards of hygiene and that 42% prefer not to have contact with strangers during the holiday.  

In order to enhance our tourist and cultural heritage, the Italian Embassy in Germany – in agreement with ENIT and the General Directorate for the promotion of the country system of the MAECI – intends to strengthen communication actions on the media with at the centre the offers of Italian tourist facilities that ensure hygiene and distancing measures; actions of promotion of digital cultural content on social media; actions of integrated cultural and economic promotion. With regard to the latter, the Frankfurt Book Fair, scheduled from 14th to 18th October, is considered an important occasion to launch the celebrations of Dante’s Seven hundredth Anniversary in 2021.

To review the webinar – in German – click on the image below.


schermata 2020-07-07 alle 2.55.39 pm

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