(by correspondent Cinzia Conti) Revenues at -4.1% in a scenario marked by geopolitical tensions and the increase in the cost of living, airfares and jet fuel but the desire to travel remains strong. It is the photograph of organized tourism which is expected to be worth a total of 11.3 billion euros at the end of 2026 made by Astoi Confindustria Viaggi presents, on the occasion of the press conference organized at Astoi Hub during the Ttg Travel Experience in Rimini. Of these, 4.3 billion are attributable to tour operating, compared to 4.5 billion in the previous year. The market is completed by packages sold through online travel agencies, travel agencies and the cruise sector which continues to show a positive dynamic, supported by an increasingly broad and transversal demand. Within Tour Operating, the "outgoing" product represents approximately 82% of the market, while the remaining 18% concerns Italy. The average expenditure per passenger stands at around 1,600 euros, with significant differences depending on the destination, while the anticipation of demand is polarised. In fact, reservations with strong advance booking and those made in the last 30 days before departure are increasing, while there is a contraction in orders between 90 and 30 days.
Despite the decline, demand remains solid and reactive: booking times and chosen destinations change, while indications for the first months of 2027 show signs of progressive improvement. It must also be said that the comparison takes place with a previous strong season characterized by demand from bookings started well in advance. Above all, travellers' behavior highlights a strong ability to adapt. When a destination is perceived as less safe, the choice tends to move towards other destinations or the booking is postponed closer to departure.
Similarly, when the budget has an impact, rather than giving up the trip, there is a tendency to remodulate it, intervening on the duration of the stay, the category of services or the number of experiences. The desire to leave therefore remains strong and the traveler seeks a new balance between expectations, quality of experience and spending capacity.
The geography of travel highlights the ability of demand to reorient itself in response to the international context, without giving up interest in consolidated destinations and new experiences. South America records the most significant growth (+14.5%), supported by interest in Argentina, Brazil, Peru and Colombia. Europe was also positive (+5.5%), in particular for Northern European destinations, including Finland and Norway.
The Caribbean, the East, Oceania and the Indian Ocean remain substantially in line with last year, confirming the stability of demand. In the East, Thailand and Japan continue to represent important points of reference, while China is registering renewed interest.
Egypt deserves a specific reading: despite North Africa recording a slight decline in weighted data (-4.3%), the destination continues to express significant demand. Sharm el Sheikh and Marsa Alam remain central for the seaside product, alongside Cairo and Nile cruises.
On the opposite front, the most marked contraction concerns the Middle East (-73%), strongly conditioned by international tensions and particularly relevant also due to the role of the area's hubs in connections to Asia, Africa and the Indian Ocean. North America (-15.4%) and South Africa (-13.1%) also fell. The data therefore confirms a market in which demand does not stop, but is rapidly redistributed between different geographical areas depending on the scenario, accessibility and perception of safety.
