Garda, open air tourism in expansion: arrivals and presences grow

21 October 2024

 

Eight billion in turnover per year, 11.4 million arrivals in 2024 (+3.5% over 2023), 71 million presences (+1.3% over 2023): these are the national figures for open-air tourism, which in Italy counts more than 2,600 facilities for a total of about 1.5 million beds.

A fast-growing sector thanks also to investments in innovation, digitalisation and sustainability.

This was discussed today in Lazise (Verona) at the conference ‘THE FUTURE IS OPEN AIR’: Lake Garda at the centre of sustainable tourism, organised by FAITA-Federcamping, the most representative federation of open-air tourism businesses

 

The speakers

The speakers, Lega's Head of Delegation to the European Parliament Paolo Borchia, the Vice-President of the EP Industry, Research and Energy Commission Elena Donazzan, the Lombardy Region's Councillor for Tourism Barbara Mazzali, the Director of the Veneto Region's Tourism Directorate Mauro Giovanni Viti the president of the Conference of Mayors of the Veneto Coast Roberta Nesto, the mayor of the municipality of Lazise Damiano Bergamini, the head of the CISET research area Valeria Minghetti, the CEO of HBenchmark Francesco Traverso, university professors and entrepreneurs in the sector, including Sergio Redaelli, CEO of Crippaconcept.

FAITA-Federcamping President Alberto Granzotto confirms the positive trend of open air: ‘The best performances are recorded in the Northeast, but throughout Italy there is unprecedented expansion and evolution in terms of quality. These results can be attributed to the investments made by companies on all fronts, including that of inclusion. So much so that, after today's appointment, we have decided to place ourselves among the privileged subjects in the discussion with the institutions by organising the 1st Open Air Forum, which will be held in Rome on 28 and 29 October'.

 

Veneto first for beds

Leading the ranking of the open-air offer is always Veneto, which in terms of beds accounts for 17.7% of the national total, together with Tuscany (14%). Puglia and Emilia Romagna are far behind, with 7.3% and 7% of beds respectively, followed by Lombardy, with 6.8%.

The latter, however, is in second place for the number of facilities: 8.3% of those in Italy (CISET processing of ISTAT data for FAITA Federcamping).

 

Open air tourism on Lake Garda

Lake Garda. According to HBenchmark data, at Lake Garda, between Lombardy, Veneto and Trentino, from 21 March to 27 September 2024 the consolidated occupancy of open air facilities rose by 1 percentage point compared to the same period in 2023, from 72.8% to 73.8%.

On the future, however, the unfavourable economic situation in Germany, which represents 65% of the catchment area of campsites and villages on Lake Garda (the vast majority), is weighing on the future, and according to the companies this is causing greater caution on the part of German tourists, and the difficulty of finding local personnel (when they are found elsewhere, the issue of accommodation arises, with consequent costs for the companies).

 

FOCUS LAKE GARDA: VENETO

Veneto. With a consolidated occupancy of facilities that - between 21 March and 27 September - was close to 76%, with peaks of 96% at mid-August, the 2024 season in open-air facilities is in line with 2023, as is the length of stay, which ranges from 8 to 10 days.

These are the HBenchmark data for FAITA, according to which the origin of tourists still sees Germany in the lead (60% of the total, compared to 59% in 2023), followed at a distance by the Netherlands (down from 16% in 2023 to 14% this year), and Italy (up from 6.2% to 6.3%). The shortest stay is by the Italians, with 5 days, the longest is by tourists from the Netherlands (about 2 weeks) and the Danes (about 11 days).

Lake Garda is the beating heart of a network of structures that have been able to interpret open-air tourism as an opportunity to offer authentic and sustainable experiences,’ explains AssogardaCamping President Giovanni Bernini. ’Today, our campsites are reference destinations for tourists from all over Europe, thanks to the beauty of the places and the constant commitment to sustainability and quality of service. 

According to estimates made by CISET, open-air tourism on Lake Garda generates a total expenditure of more than 290 million Euro, equal to about 22% of the regional total (1.3 billion Euro), and 88% of this is the prerogative of foreign tourists. ‘On Lake Garda,’ explains the head of the Research Area Valeria Minghetti, ’the induced activity produced by this tourism in the area is higher than the regional average for Veneto: in practice, every Euro spent on accommodation in a campsite or tourist village corresponds to 1.5 Euro of other expenses made by tourists both within the accommodation facility and in the surrounding area, compared to 1.4 Euro for the regional total.

Again according to CISET, the largest share of turnover is provided by tourists who choose accommodation units (over 80% for accommodation expenses and around 70% for extra accommodation), but it is proportionally those who travel by their own means (in camper vans, caravans and tents) who spend more at their destination than on accommodation (73% against 56% for those staying in mobile homes, bungalows, etc.).

 

FOCUS LAKE GARDA. LOMBARDY

Lombardy. In 2024, according to HBenchmark data, in the period from 28 March to 27 September, the Lombardy shore of Lake Garda recorded results substantially in line with those of 2023, which was already considered an ‘excellent year’.

The start of the season saw a slight drop, of 0.9 percentage points, in the occupancy of facilities, largely due to the bad weather in April and May. The best results were seen between July and the beginning of September, with particular peaks between 14 July and 16 August when the occupancy rate of campsites and tourist villages reached 94%.

The catchment area continues to see Germany in the lead, accounting for 53% of guests, up 2% compared to 2023; followed at a distance by the Netherlands (20.6% of the total), and Italy (8%), which is down 2% on the previous year. The growth trend of Polish tourists continues, ‘gaining’ 1% on 2023.

The average length of stay is led by the Netherlands, with almost 12 days, followed by Belgium (11 days), Germany (10 days) and the United Kingdom (9 days). Swiss and Poles stayed a week, while Italians occupy last place, with less than 5 days. The most popular are pitches, caravans and mobile homes, where tourists stay for more days than bungalows and cottages. This year's arrivals and presences were in line with those of 2023, with a positive progression in presences and steadily growing turnovers,‘ says Luciano Bettiga, president of Faita Lombardia. “The success of these years is the result of investments in ”green’ and inclusiveness: facilities have been equipped with photovoltaic panels, electric cars, we have started to recycle pool water and adopt energy-saving systems, but also construction materials that are increasingly aimed at environmental sustainability.

 

FOCUS LAKE GARDA: TRENTINO

Trentino. According to ISTAT data processed by CISET, in Trentino Alto Adige the incidence of beds in campsites and tourist villages compared to the total number of beds has grown from 10.8% to 13.5% between 2005 and 2023. A development that closely concerns the Trentino side of Lake Garda, where there are 17 open-air facilities offering over 6 thousand beds.

In 2024, with the season drawing to a close, the occupancy of campsites and villages between 23 March and 20 September grew by 1 percentage point compared to 2023, registering downturns in April and May, due to inclement weather, but recovering decisively in the beautiful days of July and August, where occupancy peaked at 96%.

Here too, Germany leads the way, accounting for 46% of tourists (and up 1% on 2023). In second place are the Italians who, with 28% representation, are however down 5% on the previous year. Growing are Poles (+1%), Czechs (+0.5%), Swiss, Danes and Belgians.

The longest holidays are those of tourists from the Netherlands (13 days on average), followed by the Swiss (with 9.5 days) and the Italians (8.5 days). The stay of tourists from the East is growing the most, with Poles at +1.3 days over 2023. The average Swiss holiday is also growing by 1 day. The accommodation where people stay the longest - between 8 and 10 days - are mobile homes and caravans, bungalows, cottages and pitches. Those who choose tenting and glamping stay for less time (one week).
The season started with the handbrake pulled, due to spring storms,‘ comments FAITA Trentino president Fabio Poletti. “This affected the pre-season linked to the arrival of the Germans, who were ”held back’ during the usual holidays. July and August, and the first two weeks of September, went very well, then a slight downturn related to the weather forecast returned. The future is uncertain due to the socio-economic conditions of the German market, which is experiencing a moment of crisis, while between July and September Poles are growing and there is a return of the Dutch'.


Read the full article https://www.gardapost.it/2024/10/22/garda-turismo-open-air-in-espansione-crescono-arrivi-e-presenze/