Italy regaining popularity according to new survey

Italy's largest trade tourism survey in the UK has just been published and bookings to Italy are on the rise, according to new statistics published by ABTOI (The Association of British Travel Organisers to Italy).

A whopping 59% of operators experienced an increase in bookings between October and December 2010, an improvement of 14% from the previous quarter.

Enrico Soresini from International Rail and Chairman of ABTOI commented; "We are witnessing some crucial improvements in the marketplace. Not only are bookings up throughout most of our operators but lead in times have increased considerably, demonstrating that clients are starting to book early to secure their holidays and perhaps the early booking incentives being offered"

Tuscany, once again topped the survey in terms of the most popular region but there were marked improvements in other areas such as Sicily, which has moved into a deserved second place in terms of popularity and Puglia, with an increase of 12 % over the last quarter.

ABTOI member Helen Forbes from Essential Italy, commented: "Although Italy does have its ever popular hotspots, this season we are starting to see a more adventurous traveller interested in discovering something new. Both Puglia and Sicily offer visitors a mixture of wonderful coastlines with a rich blend of architectural delights, excellent cuisine and friendly locals - a perfect holiday combination!"

Looking to the future, 86% of operators expected an increase in sales for the comparable quarter although pricing was expected to remain the same concluding that Italy is very much 'in vogue' for the UK consumer for 2011.

The ABTOI consumer website - loveitaly.co.uk - is a one-stop shop for holidays to Italy offering region by region information, inside tips, special offers and full contact details of ABTOI members.