14.4% of Italians holiday in Tuscany

Research reveals domestic tourism trends

Rachael Harper
July 6, 2016 - 11:06

Recent studies carried out by market research company Pragma have revealed Tuscany as one of the most popular destinations for Italian tourists.


Castagneto Carducci / Ph. @marcobadiani Castagneto Carducci / Ph. @marcobadiani


14.4 per cent of Italians are said to have booked or are looking to book a place in Tuscany this summer. At a recent convention held in Florence, director of Toscana Promozione Turistica, the region’s tourism promotion agency, Alberto Perruzzini stated that Tuscany attracts Italian tourists, particularly from Lombardy, Piedmont and Lazio.


Statistics revealed that beach destinations were the prime reason for 38 per cent of Italian tourists vacationing in Tuscany. Towns and cities are popular with 25 per cent of domestic holidaymakers, followed by active tourism (14 per cent), food and wine (12 per cent) and the countryside (9 per cent).


The choice of accommodation proved interesting in the market research results. 27 per cent of Tuscany-loving Italians opt for bed & breakfasts and only 24% for hotels. Farmhouse accommodation also proved popular (19 per cent), followed closely by 18 per cent of tourists renting out private houses. Campsites and house rental concluded the results with 9 per cent and 3 per cent, respectively.

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