As the spring holidays of April 25 and May 1 approach, Italians are gearing up to take a much-needed break, with online searches revealing a clear preference for seaside resorts and cultural cities. According to a recent survey by the Telepass Observatory, conducted by Seed Digital, there has been a notable 7% increase in online travel queries compared to the previous year, surpassing one million searches. This surge highlights the growing desire among Italians to travel, even as they remain budget-conscious and flexible in their transportation choices.
Italy remains the top destination, with a staggering 87% of searches focused on national locations. Among the most sought-after destinations, Ischia leads the pack with 21% of searches, followed closely by Rome at 17%, Rimini at 10%, and Riccione at 7%. The survey, which compared data from June 2023 to March 2024 and June 2024 to March 2025, reveals that coastal areas and art cities dominate the preferences of travelers.
In the regional rankings, Sicily stands out as the most popular region, capturing 47% of the searches, followed by Tuscany at 13% and Campania at 10%. The Emilia-Romagna region also made its mark, ranking seventh among the most searched regions online, thanks to its appealing mix of beach and cultural offerings.
Travelers are not only showing a preference for domestic destinations but are also demonstrating a growing interest in alternative transportation methods. While cars remain the primary choice for short to medium trips, there is a significant uptick in searches for flights, which account for 49% of transportation-related queries. This shift indicates a desire for quicker and more efficient travel options. Additionally, searches related to cruises encompass 39% of the total, further illustrating the diverse interests of travelers.
As the holiday dates draw nearer, the demand for flights has surged, with a nearly 50% increase in flight-related searches observed between January and March. This trend reflects a shift towards more spontaneous travel plans, as travelers seek to secure affordable options and new experiences. Over 55,000 queries have focused on advantageous offers, while more than 51,000 searches have been made for innovative travel ideas, highlighting a keen interest in cost-effective and unique vacation experiences.
Weather considerations and school holiday calendars are also influencing travel plans, as Italians strive to optimize their vacation days around the public holidays. Aldo Agostinelli, Chief Consumer (B2C) Revenues Officer of Telepass, emphasized that "these data tell us that Italians have not lost their desire to travel, but they do so with greater attention to costs, time, and flexibility in transportation." He further noted that Telepass is responding to these evolving needs by providing a comprehensive mobility ecosystem, making travel less stressful and more personalized.
The data from the Telepass Observatory not only captures the dynamics of urban and extra-urban mobility in Italy but also highlights the ongoing evolution of travel behavior among Italians. As the country prepares for the upcoming holidays, the insights gathered reveal a population eager to explore, while also being mindful of their budgets and travel logistics.
In summary, the Telepass survey illustrates a vibrant travel landscape in Italy, marked by an increasing appetite for domestic exploration and a willingness to embrace new travel modalities. As the spring holidays approach, it is clear that Italians are ready to embark on their adventures, making the most of their time off while staying attuned to their financial and logistical considerations.
