The Outdoor Tourism Observatory was created to network
and conduct structured talks with key institutions and
the public sector.
It is a point of reference that presents itself
clearly and coherently, strengthening the sector's
identity and ensuring that its positioning is
instantly recognisable.
Outdoor Tourism Observatory 2026
Data, Trends and Sector Outlook
The sixth edition of the Outdoor Tourism Observatory expands its remit and takes, for the first time, a European perspective. A change of scale that restores the sector to its true dimension — structural, continental, shared. In a market showing signs of consolidation, the Observatory highlights dynamics, trends and competitive challenges, delivering a thorough analysis of 2025 and a prospective look at 2026 — with new tools built for industry operators.
2026 Outdoor Tourism Summer Observatory
Market tracking for Italy, conducted in partnership with Istituto Piepoli
Open-air travel is becoming an increasingly conscious choice
For the summer of 2026, 57% of Italians are planning at least one holiday—a figure that climbs to 90% among those who have already chosen the open-air sector. This strong loyalty reflects a clear shift: this style of travel is no longer driven solely by affordability.
Freedom, a connection with nature, and the opportunity to enjoy a wider range of activities have become the main motivators. As a result, the open-air experience is evolving into a mindful choice that combines quality, authenticity, and value, backed by increasingly high expectations for services, hospitality, and local territory-based experiences.