Summer tourists remain in big numbers: 34 million people are travelling this year—about 57% of the population—fewer than last year, but significantly more than in 2023. The majority of them, specifically 81%, have chosen to remain in Italy. As is customary, the majority chose the months of July and August; however, this year, there has been a rise in the number of individuals who have chosen June and September. These are the findings of the Open-Air Tourism Observatory, which was undertaken by the Piepoli Institute and Human Company, an historic Italian hospitality company with over 40 years of experience. The coast remains the most popular location, with 62% of options, followed by art cities (20%) and mountains (17%); the top areas are Sicily, Tuscany, and Puglia (all 12%), Trentino-Alto Adige (9%), and Emilia-Romagna (8%). TThe standout trend this summer is the increase in outdoor tourism, which values contact with nature and outdoor activities and is popular among dynamic, driven, and environmentally conscious travelers. 82% of those who like this type of vacation have either booked a trip or intend to do so, with Puglia and Tuscany as their choices. Food and wine vacations are also increasing (from 3% to 12%), as are "slow" vacations (from 5% to 7%), sports-focused vacations (from 4% to 5%), and religious travels (2%). The poll results show a significant increase in the share of individuals planning an outdoor vacation, reaching 23%, nearly a quarter of the market (in 2023, the number was 15%), with holiday villages and agritourism leading the way. Outdoor activities are gradually becoming a key resource for domestic tourism, with 85% preferring Italy, while interest in overseas places is dropping. Puglia tops this category (15%), followed by Tuscany (13%), and Calabria (12%). June and September are preferred for their generally pleasant weather (36%), economic factors (34%), and lower crowds (28%).