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Italian Online Travel Overview
PhoCusWright, July 2008
With over 8,000 kilometers of coast, 300 small islands, a sizable portion of the world’s art heritage and the most elaborate and extensive ancient history in the West, Italy deserves its distinction as one of the most visited countries in the world (trailing the U.S., Spain and France and followed by Germany and the U.K.). Still, Italy has not approached its online travel potential.
With a population of over 58 million people, Italy represents the sixth largest market in terms of expenditure for outbound travel after Germany, the U.S., U.K., Japan and France, according to the Italian Foreign Exchange Office (UIC, or Ufficio Italiano dei Cambi). In terms of expenditures by inbound travelers, Italy trails Spain and France.
Germans represent an important part of the inbound traffic, comprising more than one in five visitors, followed by the U.S., France and the U.K., all with half or less that share. The dominant purpose of this inbound travel was leisure (65% in 2006).
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