According to a recent survey conducted by Lybra Tech, a Rome-based company that predicts tourist flows using artificial intelligence, Russian and Chinese tourists are set to return to Rome in 2024 after a four-year absence. The algorithm analyzes vast amounts of data collected from over 20,000 hotels connected to Zucchetti, a management software manufacturer, to forecast upcoming trends.
The survey reveals that travelers are planning their trips well in advance for the Christmas season. Italians tend to book more than two months ahead, while Americans and British tourists require only 56 and 86 days, respectively. The average stay is around three nights, influenced by attractive airfare offers and the desire to visit multiple regions in a short period.
One notable finding is that American tourists, who make up the majority of foreign visitors, may surpass Italian tourists for the first time due to a doubling of reservations recorded since November 20th. Additionally, the return of Asian visitors is expected to complete the recovery of the tourism sector.
Michela Ciccarelli from Lybra Tech explains that middle-class Russians without institutional assignments or ties to sanctioned oligarchies are the ones traveling from Moscow. Despite the lack of direct flights and a preference for countries like Turkey, these luxury-loving tourists are likely to return to Rome for extended stays. Chinese tourists, who only officially announced the end of the pandemic in 2023, are expected to return in April and will primarily stay in the Vatican area and the Aurelio and Triumphal districts. They are expected to be high-spending guests, as the Beijing government has increased the cost of expanding to revitalize the domestic economy.
While it is challenging to determine the impact on hotel budgets, some hoteliers remain optimistic. Elena Ronconi, owner of the Lunetta hotel in Campo de’ Fiori and the Martis hotel in Piazza Navona, expresses surprise at the positive forecasts following a year of double-digit growth in 2023. She notes that new technologies enable real-time rate adjustments based on customer inflow and outflow, simplifying accounting processes. However, not everyone shares this sentiment. Maurizio Paganelli from the historic Isa di Prati hotel anticipates a slight decline compared to 2023, stating that while the future of Roman tourism lies in the East, Chinese tourists often choose modest accommodations and spend only what is necessary.
