Hunting for experiences to feel good: this is the trend of travelers in Italy. In the aftermath of the pandemic, the wellness sphere has become more relevant in travel. A trend that emerges clearly among tourists in the Belpaese (winter 2021-2022).

"46% of travelers combine sports with other nature-based activities on vacation. And 22 percent practice an activity related to "wellness" during their vacation, with spas leading the way (34 percent) followed by massage, spa and beauty treatments," says Roberta Garibaldi, managing director of Enit.

"Wellness has a growing role in the development of the tourism economy. Half of the operators in the sector see this segment, together with nature, slow and sports tourism, among the important values for the Italian accommodation offer," Garibaldi concludes.

New scenarios and opportunities are thus opening up, under the banner of sustainability. Natural resources are among the main reasons for travelers' satisfaction. Contact with nature (37 percent) is indicated by tourists as the aspect that most influenced their psychophysical well-being during their vacation (winter 2021/2022).

Accommodation businesses also consider tourism in nature (46.6%), right after family tourism (49.2%), to be the strongest point of their tourism offerings. Especially, non-hotel establishments (49.7 percent) compared to hotel establishments (40.8 percent). Nature tourism is the prerogative of the offer on which about 47.0% of the companies in the sector are banking for the future.

Italy has much to offer, and it can take advantage of this growing trend. It is the European country with the largest number of spas, mainly due to its particular geological conformation, rich in volcanic phenomena. Actions to support the sector cannot fail to take into account the elements that contribute to the tourism product: institutions, communication and promotion, sales channels, product offerings, accommodation, infrastructure, training, Investment and regulatory framework.