Summer, Aidit: 2 out of 3 travel agencies report stable or growing sales in July

Italian organized tourism is finally showing signs of recovery, following months marked by geopolitical tensions in the Middle East and alarm over the price and availability of jet fuel. This is according to the July 2026 Aidit Federturismo Confindustria Observatory, previewed by Adnkronos/Labitalia. According to the Observatory, 64% of travel agencies expect summer sales to be stable or increasing compared to the previous month. The survey was conducted on a sample of 242 travel agencies across the country, with the aim of assessing actual sales trends and operator sentiment at the height of the summer season.  

The recovery in recent weeks, however, does not appear sufficient to offset the sales volume lost during the crucial summer planning phase. A significant area of ​​weakness remains, affecting the remaining 36% of the sample. The economic improvement does not alter the assessment of the full year: only one agency in four expects to close 2026 with results equal to or better than those of 2025. Approximately 75% of agents expect a negative annual result, and 42,1% expect a significant decline. 

Real but late recovery
 

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According to Aidit, the recovery is real, but belated. The recovery in bookings in recent weeks is not enough to fully replenish the sales portfolio that normally builds during the advance booking months. The observatory believes that geopolitical uncertainty and the heavy media exposure surrounding jet fuel have led many travelers to postpone their purchasing decisions. This has created a veritable funnel effect, with bookings concentrated closer to departure. 

Only 11,6% of agencies reported booking times comparable to last year. For 46% of the sample, the booking window has significantly shortened, while 33,6% noted a clear prevalence of last-minute bookings. This data confirms that the desire to travel has not diminished, but has long been held back by caution. Demand is now returning to the market, but with faster, less predictable, and more complex methods to manage for the entire supply chain. The most encouraging finding concerns cancellations. For approximately three-quarters of agencies, they are now a thing of the past, limited to the most critical phase of the Middle East crisis. The remainder of the sample reports only limited, routine incidents. Operators also note a gradual restoration of customer confidence. Fears related to the possibility of cancellations or the continuity of flight operations appear to have diminished. However, the economic impact of transportation costs, particularly airline tickets, remains very strong: 87,5% of agencies say that rising prices impact customer choices to varying degrees. 

The choices of Italians
 

Traveler preferences, according to the Aidit observatory, are primarily oriented toward Italy and Mediterranean Europe. Egypt, the Red Sea, and cruises are also among the most popular destinations and products. Northern Europe appears to have benefited from a greater focus on products perceived as reliable, climate-friendly, and suitable for more informed travel. The geopolitical situation remains the primary factor behind the reduction in advance bookings, cited by 64,4% of agencies. For 41,9%, it also led to a decrease in requests for areas perceived as more exposed, while 29,2% reported a shift away from the Middle East and toward alternative destinations. 

Despite rising transportation costs, 48,5% of agencies say their clients have not substantially changed their travel habits. However, 32,5% report increased car use, primarily associated with the choice of Italian destinations, while 10,8% note a growth in cruises as an alternative to the traditional flight and hotel package. For 41,4% of agencies, the average vacation budget remains less than €2.000; for approximately a third, it is between €2.000 and €3.000. Economic factors are now the primary evaluation criterion for 52,1% of the sample. Geopolitical factors are the most important factor for 19,2%, while 27,8% cite prices and the international scenario as equally important. 

The most drastic comment
 

"The data finally gives us a sign of recovery and confirms that Italians have not lost their desire to travel. Cancellations are now residual, confidence is returning, and bookings have started to pick up again. However, we must be very clear: a tourist season is not built only in the weeks immediately preceding departure," comments Domenico Pellegrino, president of Aidit Federturismo Confindustria, in an interview with Adnkronos/Labitalia, citing the Observatory's data.
 

According to Pellegrino, "organized tourism has stalled precisely during the months when the bulk of summer sales normally occur. The current recovery is positive, but it's coming too late to fully offset the accumulated damage. Three out of four agencies still expect to close 2026 below the previous year's results," he emphasizes.  

And the causes of these negative figures are clear to Pellegrino. "Media exposure on the potential consequences of the Middle East crisis and jet fuel has fueled consumer fears that are often disproportionate to the reality of the situation, prompting many to suspend or postpone bookings. Today, the market shows that the desire to travel has remained intact: it has simply focused on last-minute travel. This reduces businesses' planning ability, restricts the availability of the best products, and can make it more difficult to find the desired economic conditions," he emphasizes. And for Pellegrino, therefore, "the lesson is that, in times of uncertainty, timely, balanced, and verified information is needed. And the advice of travel agencies is essential, as they have continued to assist, reassure, and guide customers, distinguishing real risks from exaggerated perceptions. The return of bookings once again confirms the value of organized tourism as a foundation of expertise and trust," he concludes. 

(Adnkronos)