Forget about August-only holidays. The somewhat Fantozzi-esque myth of the "company" closing on August 15th, sending all employees and therefore almost all Italians on vacation at the same time, is increasingly being debunked over time. This is revealed by a survey commissioned by Airbnb, which finds that summer 2026 seems to mark a shift in Italians' travel habits: August is losing its centrality, and the desire to travel at other times of the year is growing. especially to escape the heat and crowds, as well as to save money.
The first choice for holidays remains the sea, but not only in August
According to data released by the hosting platform, now 60% of Italians are now giving up on holidays in the traditionally most popular monthClimate change is also encouraging this new trend, allowing people to visit seaside resorts not necessarily in the height of summer, but also in late spring and especially early autumn, often enjoying an even milder climate, especially in Southern Italy. The sea remains the preferred choice for almost half of Italians, even those who go against the grain and don't go in August.
Italians increasingly go on holiday between September and October
After all, it doesn't take much to understand that going to the seaside with 40 degrees and crowded beaches is not at all pleasant, much better September and October, two months that are carving out more and more space in travellers' choicesAccording to Airbnb research, driving this trend is Vieste, the gateway to the Gargano promontory, where search volumes for group travel are approximately three times higher than in September-October last year. Triple-digit growth is also recorded for Favignana, with its coves, crystal clear sea and excursions between the Egadi islands, and San Teodoro, one of Sardinia's iconic destinations, popular for its beaches and lively summer atmosphere.
The most popular locations according to Airbnb's survey
The same trend is affecting Porto San Paolo, overlooking the Tavolara Marine Protected Area; SIRACUSA, where the charm of Ortigia meets the sea of eastern Sicily; and La Maddalena, with its archipelago of pristine beaches. Finally, significant signs of growth are also emerging for Olbia, the gateway to Gallura. Rather than giving up the sea, Italians seem to have rediscovered the best time to enjoy it. A trend that confirms how Deseasonalization does not mean changing destination, but choosing to enjoy the beauty of the area at a slower pace, milder temperatures, and a more authentic travel experience, strictly in company.
