In the first quarter of the year, 8.3 million Italians are vacationing in the mountains. 62% of the sample will take short vacations of no more than two nights per trip, while 29% will stay for three to five nights. The idea of the "ski week," to which we were all somewhat addicted, is thus fading: only 9% of Italians want to spend 7 days or more in the mountains. This is the picture that emerges from the Confcommercio Tourism Observatory's collaboration with SWG for the first quarter of 2024. With an estimated average per capita expenditure of 350 euros, the top choice for overnight stays is tourist lodging facilities, hotels, and resorts, particularly with well-equipped wellness areas: over half of the interviewees choose these. Huts, chalets, and refuges are still popular lodging options in the mountains, accounting for 14%. Trentino is the most popular Italian location, accounting for more than a quarter of requests, followed by Lombardy, Alto Adige, and Valle d'Aosta. Then, in order, Veneto, Piedmont, and Friuli. The other mountain tourism zones account for approximately 20% of preferences, a large disparity that persists despite the Apennine chain's geographical extension. However, there are 10% of snow lovers over the border, primarily in the Alpine ridges of Switzerland and France, and 3% of those polled plan to spend their vacations in the mountains of both Italy and other countries. Of all mountain enthusiasts, however, only 1 in 3 has sport as their main interest: alpine or cross-country skiing or other disciplines. With the exception of 40% who mention, among their projects, the carrying out of naturalistic excursions - which can be assimilated to sports activities - the people of high-altitude holidaymakers have goals that are anything but competitive: rest and relaxation, food and wine tastings, visits to traditional markets, spas and wellness centers are at the forefront of their attention.
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