Summer in the mountains brings more tourists and revenues to €6.1 billion.

The mountains will be a much cooler destination in summer 2025 than in the past. One in seven Italians—15.5% to be precise—will choose to spend their summer holidays at high altitude, scattered across the Alps and Apennines in search of cool, clean air, nature, and a variety of outdoor activities, from trekking to hiking or mountain biking. Compared to recent years, families are increasingly eager to try this option for a short stay. If the response is positive, the following year, a mountain holiday will become their primary destination. In terms of activities, there's mountain dining, in a cabin, or in a refuge reached after a hike, as well as overnight stays at high altitude, but no longer in a spartan dormitory with camp beds or bunk beds like in the refuges of the last century, but in a comfortable room, perhaps with a private spa and solarium. Families with children, on the other hand, desire and seek out outdoor entertainment experiences and services for their children, immersed in nature, with bike park trails, baby rafting, climbing lessons, zip lines, adventure and survival experiences. This is what emerges from the report "Italians' Summer Holidays in the Mountains. Forecasts and Trends 2025," published in preview by Il Sole-24 Ore, produced by JFC, a tourism marketing company, which forecasts a significant growth in overnight stays and arrivals. Overall, over 6.8 million arrivals are estimated (up 4.8% compared to summer 2024), which will generate more than 74.8 million overnight stays (up 2.2%) between the Alps and Apennines, with spending of €6.1 billion, a 9.6% increase. Indeed, tourists who choose the mountains have a slightly higher spending power than those who go to the seaside: for a main holiday, they spend €957, while for a short break, a long weekend, the budget is €278. Mountains are popular, boasting numerous loyal enthusiasts who are unable to extend their stay. One in two aims to spend the same amount as last year, another 33% intends to spend a little more, and only one in six aims to spend less. This year, according to JFC estimates, prices for mountain holidays are up 7.2%. This results in a slight reduction in the average duration to 10.9 days, compared to 11.2 in 2024. However, a third of holidaymakers will stay for 7 or 8 days, a fifth will treat themselves to a 14-15 day break, and another 15% will even stay for a month. Short breaks lasting between 4 and 6 days are chosen by 13%.

"Italians have very clear ideas about the 'green mountain' destinations where they prefer to spend their summer holidays," explains Massimo Feruzzi, sole director of JFC and head of the Observatory. "The top destinations are Livigno, Madonna di Campiglio, and Cortina d'Ampezzo. Livigno is considered the 'greenest and most sustainable,' while Cortina is the 'trendiest, most fun, and most youthful.'" In the ranking, Andalo in Trentino is a top destination for "family-friendly" children, while Roccaraso in Abruzzo has the "best value for money." Moreover, the key reasons for choosing the mountains, primarily appealing to middle-aged tourists, are the search for relaxation and rest (22.8%), a break from the daily grind (20%), and spending time with family and friends (11.4%). Trentino remains the leading region for summer mountain offerings. Among foreign tourists, the Alpine region also has many admirers. The majority, one in five, comes from Germany, followed by the Netherlands (10%), the United States (10%) but also Belgium, the Czech Republic and Switzerland, all around 6%.