Outdoor tourism is experiencing a phase of strong expansion, driven by an increasing demand for authentic, sustainable experiences in contact with nature. Hiking, cycling tourism, walking paths, outdoor sports, and slow tourism represent, today, strategic levers for the competitiveness of Italian destinations, especially in terms of destagionalization and enhancement of territories.
It must be said that this is a segment that intercepts a broad and cross-sectional audience, represented by families, young people, athletes, conscious travelers, attentive to sustainability and, why not, also to spending.
Outdoor tourism can also be economical, especially if done independently or with simple structures.
The link with the theme of sustainability is undeniable. Outdoor activities, soft mobility, and naturalistic itineraries promote a model of responsible travel, capable of protecting the environment and strengthening local identities. In this scenario, the design of outdoor tourism products becomes a concrete tool for balanced territorial development.
Within BTM Italia, the dedicated area represents a strategic space to give visibility to the best outdoor experiences and facilitate direct meetings between supply and demand. Destinations, DMOs, tourism operators, tour operators, startups, and service providers can present products, itineraries, and innovative solutions related to active tourism and sustainable enjoyment of the territory.
The future of so-called “open air experiences” looks very promising, especially in light of a growing demand for experiences in contact with nature, wellness, and sustainability.
Summer 2025 marked a new record for outdoor tourism. According to data collected by Faita Federcamping, campsites, holiday villages, and camper facilities generated a total revenue of 8.5 billion euros. Overnight stays reached 74 million, an increase of 3.3% compared to the previous year. A trend that has been ongoing for years and shows no signs of slowing down, consolidating this type of vacation as the second accommodation choice for Italians after hotels.
In Italy, total arrivals are around 11 million, with nearly 73 million presences in facilities scattered throughout the national territory. The sector is worth about 8 billion in revenue, considering the induced effects.
If the present is interesting, the future will be even more so. Destinations and operators will need to focus on soft mobility, environmental protection, and the enhancement of local products, transforming sustainability not only into an ethical value but also into a competitive advantage. At the same time, digitalization and innovation will play a crucial role: apps for outdoor itineraries, augmented reality in parks, smart bookings, and management of tourist flows will become standard tools, allowing for the creation of personalized experiences and optimizing the enjoyment of territories. The outdoor offer will increasingly integrate with sports, culture, and nature, giving rise to multidimensional packages such as cultural trekking, food and wine cycling tourism, or wellness paths, capable of combining physical activity, local culture, and gastronomy.
In this context, events and fairs like BTM Italia will play a strategic role in fostering meetings and collaborations between destinations, operators, and startups, accelerating innovation and acting as a catalyst for new territorial networks, sustainable products, and experiential marketing strategies.
