One million on the way to the Befana and a turnover of 400 million

A total of one million Italians will choose to leave on the occasion of the Epiphany. This was revealed by the survey, carried out by Federalberghi with the technical support of the TECNè company, and was carried out in the period between 10 and 15 December 2024 on the basis of a probability sample of 4,001 cases, representative of the adult Italian population.

In 91% of cases it will be chosen Italy as a holiday destination while only 9% will choose abroad. Those who have chosen only Epiphany as their holiday period will cut themselves out 3.3 nights for your stay away from home with a total per capita expenditure (i.e. including transport, accommodation, food and entertainment) of 362 euros for those who will remain in Italy, and 544 euros for those who will go abroad. The specific turnover of the Befana holiday will be around 400 million euros. The preferred accommodation will be the hotel in 34.7% of cases, followed by a room in a B&B with 30.4%.

The booking occurred primarily by contacting the facility directly via its website (35.1%) or by calling it directly (20.9%). The main reason for the holiday will be the search for rest and relaxation (61.8%), entertainment (38.1%) or it will be an opportunity to practice sports (17.6%). For the majority of cases, the weather will not influence the holiday plan that much (33.4%). While doubts about the weather conditions could influence the choice of 26.3% of those interviewed.

Regarding the type of gifts that Italians have imagined or are imagining for this Epiphany, the gift of a dream trip that includes a stay in a hotel or hotel facilities in enchanting locations stands out (44.5%). In 2025 there will be a scenario on travel intentions favored by the positive situation of the calendar.

“We can say we are satisfied with the performance of these holidays – said Bernabo’ Bocca, president of Federalberghi – and we already see ourselves projected towards this new year, 2025, which offers a sensational calendar for holiday intentions. According to our research, 25% of those interviewed have already expressed their desire to organize their departure between January and June, a percentage, in my opinion, destined to grow”.