Campsites in Partaccia, one of the largest outdoor accommodation areas in Europe with 20,000 beds, are reporting mixed performance during the early summer months of 2025.
Operators in the area have cited unpredictable weather patterns and changing tourist behavior as key factors behind a slower-than-expected June and July.
Industry representatives remain cautiously optimistic for the peak month of August, supported by solid booking trends and favorable weather forecasts.
Matteo Tarabella, president of Ageparc, an association that includes 18 of the local campsites, described the early summer period as underwhelming compared to the previous year.
“Our partial report is of a declining trend in June and July. In part, it is due to time: our sector is affected more than others, being an open-air tourism,” Tarabella told La Nazione.
He added that a shift in travel behavior is affecting stays, with guests now tending to book shorter trips. “Until a few years ago, tourists stayed even two or three weeks, some even a month, while now in the best case they stay a week if not three-four days,” he said.
Occupancy is now more heavily concentrated on weekends and shoulder season periods, such as late May to early June and the end of August into September. This trend is particularly notable among international visitors from Germany, the Netherlands, and Switzerland, while domestic tourism has seen a more pronounced decline.
“Italians are in great decline and give up their holidays for reasons related to weather and economic conditions,” said Andrea Genovesi, president of Campeggi Riuniti Partaccia, which represents 14 local campsites and one additional site in nearby Marina di Carrara.
“This historical moment is not the best, we all have expenses and bills to pay,” he added.
Despite the challenges, both Tarabella and Genovesi emphasized their expectations for a strong August.
“The forecasts are good, the requests are there, and we are optimistic,” said Tarabella. Genovesi noted that August “is a month that we have to ride the best possible,” underscoring the importance of capitalizing on the remaining peak season demand.
For outdoor hospitality operators, the developments in Partaccia underscore the growing importance of flexibility in booking policies, investment in off-peak marketing, and diversification of offerings to attract short-stay guests.
The evolving mix of domestic and international clientele also highlights a potential opportunity for businesses to adjust their pricing models and marketing efforts to maintain revenue amid shorter booking windows and shifting seasonal demand.