Slump in tourism due to high prices and adverse weather conditions
In the heart of August, Liguria witnessed almost full occupancy during Ferragosto, a traditional Italian holiday, marking a successful peak for the region's tourism season. However, the months of June to the end of August saw a modest drop in presences between 2 and 3% across the Riviera, from Camogli to Moneglia.
This decline has erased the promising results achieved in June and fits into a challenging economic cycle characterised by decreased consumption and shorter stays. According to Aldo Werdin, president of Federalberghi Liguria, this is the first time in 15 years, excluding the Covid period, that such a drop has occurred.
The drop in presences has not deterred all visitors, as Russian clients, often dual citizens or residents between London and the United Arab Emirates, have returned to the Riviera. Meanwhile, Hungarian, Romanian, Polish, and Bulgarian guests continue to increase their presence, particularly in the Riviera di Levante.
However, American guests have experienced a slight decline of 2-3%. Arrivals from the European area, including the Netherlands, Belgium, Germany, and Switzerland, have remained stable. The weather conditions have also played a role, with entrepreneurs in the sector experiencing competition from extra-hotel hospitality and a challenging July due to inclement weather.
Despite the current dip, there is a glimmer of hope. The expected increase is attributed to the Boat Show, which will take place from 18 to 23 September. Additionally, a slight increase in presences is expected in September and October, particularly in the Spezia area and Genoa and surroundings.
It's worth noting that the average price of a vacation for a family of two adults with two children in a three-star hotel in Lerici was around 2,130 euros, while in Santa Margherita Ligure it was 3,600 euros. The proportion of Italian guests in the hospitality industry has decreased from 27% in 2024 to 20%.
The number of visitors to the Via dell'Amore in the Cinque Terre on Ferragosto was lower than in 2012. The presence barometer for the next few weeks is stable in Imperia and Savona. For other provinces, the trend in presences is stable compared to last year.
The summer of 2021 was similar to the projected summer of 2024. The assessment is based on a season conditioned by the weather. It's important to note that the available sources do not explicitly mention specific hotel companies or individual names from Ligurian tourism associations that contributed to improving the tourism season this summer. Therefore, no unmentioned hotel companies or persons linked to Liguria's tourism development in summer 2025 are identified in the available sources.
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