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With 67.7 million expected visitors and an average daily expenditure of 97.8 euros, itinerant tourism drives local economies and confirms itself as a sustainable and growing choice
Vacations on four wheels, in the heart of the most authentic Italy. 2025 promises to be the golden year for on-the-road tourism, with numbers that testify to a constantly growing trend. In fact, 67.7 million visitors are expected in the coming months, a flow that translates into a direct economic impact of almost 5 billion euros, reaching 8.85 billion if we also consider the induced effects. At the root of this boom is the growing desire to travel freely, slowly and with respect for the environment.
According to the data from the study conducted by Ergo, a spin-off of the Scuola Superiore Sant’Anna in Pisa, a camper holiday is not just a mobility choice, but a real lifestyle. On average, 13 days of travel, nine meals are consumed outside the vehicle, a sign that those who choose a home on wheels do not limit themselves to observing the places they visit but live them fully. Bars, restaurants, shops and local markets thus become essential stops, fuelling the economy of small villages and areas less frequented by mass tourism. The trend rewards internal and more authentic Italy: 72% of campers stay within national borders, preferring itineraries off the traditional routes. A behaviour that not only supports local economies but does so in a sustainable way. The data speaks for itself: compared to a hotel holiday with a car, a camper involves 30% fewer CO₂ emissions and a 27% reduction in water consumption. A tourism that, therefore, combines discovery, respect and concrete support for the socioeconomic fabric of the territories. The industrial sector of camperism is also in excellent health. Registrations in Italy in 2024 grew by 19.2%, with our country confirming its position as the third largest European producer after Germany and France. The Italian camper supply chain — made up of over 8,000 direct and indirect workers — generates an annual turnover of over one billion euros. 80% of production is destined for export, with Made in Italy appreciated internationally for its design and high quality standards. The importance of the sector is also underlined by the support of the institutions. The Ministry of Tourism has allocated 33 million euros, extending the call for tenders for the creation and redevelopment of camper parking areas until 22 January 2025. The objective is clear: to encourage quality, responsible and well-distributed tourism throughout the territory. A crucial moment for the sector will be the Salone del Camper, scheduled from 13 to 21 September at Fiere di Parma, in collaboration with the Caravan and Camper Manufacturers Association (Apc). An event that, as Gloria Oppici, brand manager of Fiere di Parma, points out, has become a point of reference: «The camper is an investment that maintains value over time. More and more people are choosing this travel formula, and the growing registrations confirm it. The Show represents a unique opportunity to discover new things and meet with operators and enthusiasts». Over 170 exhibitors have already confirmed their presence.
Finally, there is an interesting connection between itinerant tourism and the promotion of Made in Italy. According to a survey by Enit, those who visit Italy take home local products – especially food and wine – transforming them into souvenirs and ambassadors of quality. Food thus becomes a tool for territorial marketing: the main markets for Italian agri-food exports, in fact, are Germany, the United States, France and the United Kingdom. 2025 therefore opens under the sign of conscious travel, aboard a camper that becomes a home, a means of transport and a life companion. A return to discover the most hidden Italy, where every kilometre is an encounter, every stop an experience and every purchase a concrete support to our territory.
Alessandro Fiorentino