ItalyThe article discusses a growing trend in tourism known as 'skilliday,' where travelers seek vacations that combine leisure with opportunities to acquire new skills, discover passions, or gain formative experiences. According to a European research study by Mastercard involving over 27,000 travelers across 28 countries, 53% of Italians—aligning with the European average—are interested in learning new competencies during their trips. Additionally, 50% of Italians are willing to pay more for such experiences, showing a stronger preference compared to the EU average. The trend is particularly popular among younger generations, with 57% of those aged 18–24 and 52% of those aged 25–34 having already planned a vacation focused on skill development. The most sought-after skills include traditional craftsmanship (31%), gastronomy-related activities (29%), and language learning (28%). This shift is expected to drive interest in less crowded destinations, promoting a more balanced distribution of tourism benefits.
Bias read (Center): The article presents an objective analysis of a market trend in tourism, focusing on consumer behavior and preferences without taking a clear ideological stance. It reports on survey data and expert commentary without evident bias toward either left or right-wing perspectives. The framing remains ap
