BIT 2025: Forecast from the Tourism Observatory for Upcoming Travels

By Massimo Terracina

As the Christmas holidays approach, this year more than ever, travel trends appear diversified and full of opportunities. BIT has collected and analyzed some of the most interesting predictions expressed by many travelers, who are converging towards unique and authentic experiences, with a strong interest in warm and exotic destinations. However, there is no shortage of those seeking adventure, even in cold climates, as well as those choosing Italy for its art, wellness, and food and wine offerings.

BIT 2025, the leading tourism event in Italy, will take place at Fieramilano Rho from February 9 to 11, 2025. With its Tourism Observatory, BIT has conducted research based on data from the main Italian tour operators, producing the following prediction: at least 60% of Italians plan to travel for Christmas, with a significant increase in demand for trips abroad compared to previous years.

BIT 2025: Long-Haul Adventure and Warmth

There is growing interest in trips that combine adventure and relaxation, with tours to countries that offer both wild nature and white-sand beaches with crystal-clear waters. Among the most popular are Caribbean destinations, such as the evergreen Dominican Republic, where the 'sun and sea' holiday is complemented by large natural parks and charming Hispanic locations rich in traditions. According to the Caribbean Hotel & Tourism Association, arrivals in the region have already increased by 13% compared to last year.

Even more positive are the numbers for Central American destinations, such as the emerging El Salvador, with natural parks, volcanoes, Mayan ruins, and unexpected lakes. According to WTTC data, the country leads the growth in the area, with a 157% increase compared to 2023. Nicaragua also saw a 3-digit increase (+142%), while Guatemala (+52%), Honduras (+49%), Costa Rica (+35%), Mexico (+31%), and Colombia (+23%) also performed well.

Among the favorite destinations for those braving the cold, Iceland stands out, famous for its lunar landscapes and the wonderful Northern Lights, in addition to volcanoes and thermal waters, and dotted with picturesque Nordic-style fishing villages with colorful houses. These destinations not only offer the opportunity to disconnect from routine but also to immerse oneself in different cultures or lifestyles. The Bank of Iceland estimates that December 2024 will be the month with the highest growth in tourism to the country, with an increase of 21.4% compared to 2023.

Photographic safaris are still in high demand, the Observatory notes, but many travelers are opting for relatively new destinations such as Madagascar, with its lush forests rich in native fauna unique to the island. Among the top destinations for adventure holidays this year is South America: a study by Research & Markets estimates that the region will finally recover to pre-pandemic levels, with 40.19 million travelers. In the "Cono Sur," Uruguay stands out for its colonial cities, pampas, great rivers to explore, and iconic meat-based food and wine. Other emerging destinations include Vietnam, where the charm of ancient culture blends with pristine tropical nature.

Immerse Yourself in the Christmas Atmosphere Not Far from Home with BIT 2025 Suggestions

The Observatory’s analysis of short- and medium-haul destinations reveals that, during the holidays, European capitals such as Paris, Vienna, and London, famous for their particularly sumptuous Christmas decorations, remain top choices for shorter stays. Regarding the British capital, Visit Britain predicts a record 25.1 million visits, generating nearly 14 billion pounds in tourist expenditure.

For those who want to immerse themselves in the festive atmosphere and spectacular lights while remaining in Italy, the top cities will be Milan, with its unrivaled shopping offers and decorations on par with the great European metropolises, and Naples, known for its nativity scene tradition and the unmissable visit to the incredible creations of the artisans of San Gregorio Armeno. For Milan, 2024 has been a record year, with arrivals now consistently above one million per month, as confirmed by data from the Metropolitan City. Meanwhile, Naples estimates it will reach 14 million visitors by the end of the year.

For travelers who wish to explore classic Northern European-style Christmas markets in Italy, the key destinations remain in the northeast, though for those looking for something new this year, markets in Calabria, Veneto, Lombardy, and Puglia are also gaining attention.

And for New Year's Eve?

For New Year's Eve, according to the BIT 2025 Observatory, the main trend is the search for destinations that combine great traditions of outdoor parties with light shows and entertainment, along with a wide range of nightclubs where one can party after midnight until dawn.

London remains one of the most sought-after destinations in Europe, with fireworks on the Thames and neighborhood parties, complemented by a vast offering of nightclubs in iconic areas such as Soho, Camden, and the West End, extending to the museum district on the Left Bank and the 'hidden gems' of residential neighborhoods like Notting Hill and Hampstead Heath.

Madrid is also enjoying a great revival, with the tradition of eating twelve grapes at the stroke of midnight, strictly in the square in front of the big clock in Plaza del Sol, the heart of the Spanish capital and the starting point of all the country’s major streets. The night continues in one of Madrid's countless clubs around Gran Vía, Chueca, or the emerging alternative neighborhoods like Lavapiés.

Among the emerging destinations this year, Central and Eastern Europe stand out, where outdoor events and large celebrations offer a Central European allure that Italian travelers seem to appreciate greatly. Budapest, in particular, offers lively squares and enchanting atmospheres along the Danube, while Berlin maintains its top spot for younger travelers, not only for the traditional big party at Brandenburg Gate but also for the vast selection of clubs animating the techno and house scene. Berlin remains one of the favorite LGBTQ+ destinations in Europe, a constantly growing market segment. For those seeking a quieter and more familiar atmosphere, the East offers the Habsburg charm of 'small' capitals like Ljubljana, Zagreb, and Bratislava, alongside the evergreen Prague.

In Italy, Venice remains a romantic destination, ideal for a special evening among the canals and Piazza San Marco. Meanwhile, cities like Rome or Turin continue to offer concerts and shows for those who prefer a classic New Year's Eve, while new options include New Year's Eve celebrations by the sea in Liguria or among nature and history in the villages and cities of Umbria.

For the long haul, however, the BIT 2025 Observatory notes that many Italian families are planning to visit New York to see the famous crystal ball drop in Times Square or Dubai, with its spectacular fireworks displays around the Burj Khalifa. Those looking for a warm New Year's Eve are also considering the beaches of Rio de Janeiro for a unique experience with music and dancing on the sand.

One Eye on the Budget and the Other on Timing

On the other hand, travelers are aiming to optimize costs. According to the Weroad community, about 70% of Italians are planning trips with a predefined budget, taking advantage of offers and packages. Flexibility is becoming a priority, with many choosing to book trips that can be canceled or modified without penalties.

Data from a survey by the search engine Jetcost are in line with these findings: 71% of Italians plan to travel during the upcoming holidays, and many have already booked, taking advantage of prices up to 25% lower than offers closer to the date, with a budget of about 800 euros per person. According to the study, only 8% will wait until the last few days to take advantage of last-minute offers, while 21% plan not to travel.

These destinations and trends will be highlighted at BIT 2025, which will take place at Fieramilano Rho from February 9 to 11, 2025, providing a preview of next year’s holiday planning. BIT 2025 will also be open to the public on Sunday, February 9, and reserved for industry professionals on Monday, February 10, and Tuesday, February 11.