Growing popularity of motorhomes in Italy
In 2025, over 44,000 motorhomes (new and used) were sold in Italy. Registrations of new vehicles rose by 10.56% compared to 2024, and re-registrations of used ones by 6.05%. Italy ranks third in Europe for motorhome production, exporting over 80% of its output. The Ministry of Tourism allocated 24 million euros to create and upgrade motorhome parking in 169 municipalities.
Psychological motivations
According to a survey by the camper-sharing platform Yescapa, 94.1% of Italians would take a camper trip during a significant life period. In Italy, the main reason cited was psycho-physical exhaustion (52.9%), followed by starting a new job (43.1%). 38.8% of respondents would consciously choose a location without mobile or internet coverage. 90.4% reported a positive impact on mood, and 76.5% said at least one such trip left a lasting mark on their life.
Changing audience and preferences
According to an Assocamp survey of 52 dealers, 57.7% of new buyers or renters of motorhomes previously chose traditional hotels or resorts, and 38.5% second homes. The main reasons are freedom of planning (65.4%), the ability to travel with pets or sports equipment (48.1%), and savings amid rising costs of traditional accommodation (32.7%). The core audience is couples aged 50–65 (55.8%) and families aged 35–50 (44.2%). Meanwhile, over 50% of renters are aged 25–34, driving demand for compact campers and short trips (4–6 days). Booking volume has grown over 480% since 2020, and Italy's motorhome fleet increased by 10% in the past year.
