Italian tourism is gearing up for the Christmas holidays with a forecast of 16.3 million visitors, representing a slight decline of 1.5% compared to the exceptional influx of 2023. This data, derived from a survey conducted by the Tourist Studies Center of Florence for Assoturismo Confesercenti on a sample of 1,225 accommodation businesses, highlights a phase of market stabilization after two years of sustained growth. The province of Brescia, with its diverse offerings of mountains, art cities, and lakes, remains one of the main destinations at the national level, despite feeling the effects of this trend.
Mountains and Art Cities Drive Tourism, but Lake Garda Holds Strong
Two out of three tourists will choose art cities or mountain locations, favored by ideal weather conditions for winter sports. This positive trend for the mountains is also reflected in the Brescia area, with a projected increase in visitors of 0.3%. Although Lake Garda may not directly benefit from this increase, it is preparing to welcome numerous visitors, particularly from Italy and neighboring regions, with day tourism and short stays concentrated around Christmas, New Year’s, and Epiphany. Additionally, the usual influx of Northern European tourists, who have a strong affinity for the area, is anticipated.
Factors of Slowdown and International Trends
Several factors contribute to this slight national decline. Firstly, there is the comparison with the record figures of 2023, which had surpassed 16.5 million visitors. This is compounded by economic uncertainties affecting domestic demand, with prices still high, and geopolitical tensions impacting international tourism, with a projected 1% decrease in foreign visitors.
Internationally, there is a rise in arrivals from the United States, Switzerland, Poland, Scandinavian countries, and South Korea, while a decrease is noted in flows from certain European markets such as Germany, the United Kingdom, Belgium, Hungary, and Austria. Spain, Australia, the Netherlands, Canada, Brazil, and France remain stable. There is also a decline in bookings from non-EU countries such as Japan, China, India, and Russia.
The Voice of the Brescia Territory
“Our province remains one of the preferred destinations for the Christmas holidays, although we are experiencing a slight slowdown in visitor numbers compared to previous years,” says Barbara Quaresmini, President of Confesercenti of Eastern Lombardy. “Brescia, with its rich heritage of art cities, mountain resorts, and lakes, continues to be a key reference point for tourism. We must address certain challenges, such as the slowdown in European tourism, international tensions, and the financial burden on Italian families. Nevertheless, we remain optimistic, thanks to last-minute bookings and the contribution of tourists from new countries showing increasing interest in our territory.”
Giuseppe Caccamo, President of Assohotel Confesercenti of Eastern Lombardy, adds: “The mountain resorts in our province, with an estimated increase in visitors of +0.3%, are also supported by recent snowfall that has benefited the ski season. However, to maintain the competitiveness of our tourism offerings, it is essential to continue investing in quality, hospitality, and promotion of the territory. Our accommodation facilities have once again demonstrated great resilience. There is good interest in the lakes, where particularly during the week between Christmas and New Year’s and then up to Epiphany, numerous Italian guests and tourist flows from neighboring regions are expected.”
In Summary
Despite a slight anticipated national decline, the province of Brescia, with its diverse offerings, continues to be an attractive tourist destination for the Christmas holidays. Lake Garda, in particular, is preparing to welcome a significant number of visitors, reaffirming its importance in the Italian tourism landscape.
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