Outdoor tourism

Camping, motorhome holidays and glamping are just some of the forms taken by outdoor tourism in response to new demand for freedom among travellers.

In recent years, outdoor tourism has become much more than just a simple trend. It’s an approach to travel that reflects the growing demand for freedom, wellbeing and close contact with nature. In 2024, the number of nights spent in campsites, areas for recreational vehicles and caravan parks in the EU stood at 396 million, accounting for 13% of all tourism nights. According to FAITA-Federcamping, in 2024 open-air facilities in Italy recorded 11.4 million arrivals (+3.5% compared to 2023) and 71 million nights (+1.3%).

Part of the secret to outdoor tourism’s success lies in the many different forms it can take. Traditional campsites remain the most popular choice among holidaymakers who like tents, caravans, pitches surrounded by greenery, life in the open air and a sense of community that revolves around getting together and meeting people.

Meanwhile, more and more areas for motorhomes are being built to cater to those who like to feel independent and keep moving. Holidaying in a motorhome means you can see new scenery every day and travel at your own pace, stopping at sites that offer both flexibility and a range of facilities.

Glamping – a portmanteau of “glamorous” and “camping” – is the latest big thing in outdoor tourism. From safari tents with en-suite bathrooms to lodges with sweeping views of lakes and mountains, glamping combines the comfort of a hotel with the wild, wonderful appeal of the natural world, attracting a new clientele in search of exclusive but sustainable experiences.

The traditional tent is also making a comeback, thanks to the simple sense of freedom it can offer. Young travellers, couples and families are rediscovering the joys of sleeping under the stars, far from mass tourism destinations. One popular option is to take a light tent on a hiking, cycling or kayaking trip and camp every night. 

Territorial regeneration

Outdoor tourism brings huge benefits for both people and the host areas. It gives travellers a chance to reconnect with themselves and the natural world, as they rediscover the importance of taking their time and savouring the simple things. The European camping and caravanning market is estimated to be worth USD 9.64 billion in 2025 and the forecast Compound Annual Growth Rate (CAGR) for the 2025-2030 period is 7.34%.

The numbers bear witness not only to the economic significance of this part of the industry, but also to the spread of a more sustainable way of travelling that can support local economies and help to revitalise small villages in inland and rural areas. Striking a balance between freedom, environmental friendliness and harnessing natural heritage, outdoor tourism offers a concrete response to contemporary travel and wellbeing needs.

Responsible behaviour in the natural world

Travellers exploring the natural world have a responsibility to treat it respectfully. They should start acting conscientiously even before they leave home, by finding out about the rules and regulations in the areas they want to visit. They need to know about matters such as opening times, permits, which paths are open and if wild camping is allowed. Once travellers get to their destination, a simple principle applies: leave everything as you find it.

Only walk on marked paths, take all rubbish home with you (including food waste), use biodegradable soap and don’t wash directly in streams and rivers. If you’re camping, only use permitted sites. Don’t do anything to alter the terrain and don’t light fires outside designated areas. Other important ways of protecting the natural world include making sure you don’t disturb animals when you’re watching them, never picking plants or flowers, and being quiet. In many parks, the use of drones is restricted or prohibited in order to protect wildlife and keep things peaceful for visitors. A key part in sustainable travel is also played by supporting local communities, choosing eco-friendly facilities and reducing waste.

Everything you do, no matter how small, can help to preserve the balance in the area you’re visiting. The best way to travel is to ensure you only leave the faintest of footprints.

This approach is perfectly in keeping with the values of the SMARTIES for SMEs project, which promotes regenerative measures and supports local communities. Using concrete tools, it is developing a tourism model that regenerates rather than consuming, revitalising the environment, culture and economies of Mediterranean areas.