So, what do Italians do for New Year's Eve?

Perhaps there are few questions as chilling as “What are you doing for New Year’s Eve?”. A December staple that accompanies millions of Italians until the very last day of the year, creating a sort of collective tension that is hard to escape. While many claim not to have concrete plans, the recent report by Klarna tells a different story: a remarkable 65% of Italians have decided to celebrate New Year’s Eve away from home, opting for short and low-cost trips, yet without giving up on a well-deserved end-of-year break. In a context where budgets increasingly dictate travel rhythms and choices, Italians demonstrate a notable capacity for adaptation. This is evidenced by the great variety of preferred destinations, all aimed at striking a balance between relaxation, culture, and economic sustainability. Thus, Italian art cities emerge as the top choice, attracting 35% of travelers who prefer short weekends immersed in the history and beauty of places like Rome and Florence. Rome, in particular, is starting to experience a surge in tourism, anticipating the Jubilee of the coming year. At the same time, the desire for the mountains remains strong, with 14% of Italians sticking to the classic ritual of the white week. Additionally, 9% of Italians choose European destinations for New Year’s, favoring cosmopolitan capitals that are easy to reach and perfect for those looking to enjoy an international atmosphere without traveling too far. Meanwhile, 6% dream of warmer and more distant locations, escaping winter with longer holidays in exotic paradises where New Year’s becomes a moment of escape.

However, some adopt a more cautious approach, preferring to stay at home. In fact, 36% of respondents choose to spend the holidays within their own four walls, partly to be close to family and partly—20% of the time—to control expenses. After all, in a period where the cost of living continues to rise, many Italians find it reassuring to maintain a certain grip on their wallets, avoiding additional financial concerns. An intriguing trend emerges when imagining a New Year’s Eve without budget constraints. In this case, Italian fantasies split into two main scenarios: on one side, 22% dream of white beaches and crystal-clear waters, with exotic locations like the Maldives and the Caribbean topping the list; on the other side, another 22% already envision themselves immersed in the snowy magic of the mountains, relaxing in an exclusive chalet while enjoying enchanting landscapes. The allure of European capitals cannot be ignored, either, as 18% of respondents consider them ideal destinations, while 14% express a desire to relax in a wellness retreat, starting the year in complete peace and serenity.

The desire for escapism, however, clashes with the reality of a country that, according to Klarna’s report, shows an increasingly marked attention to budgets. A notable 83% of Italians report having had to scale back their plans for New Year’s, adopting various strategies to avoid giving up on the pleasure of traveling altogether. Common tactics include seeking promotions, special offers, and discounts; choosing closer and more affordable destinations; booking well in advance; and opting for less expensive transportation and accommodation solutions. Even New Year’s Eve follows this cost-conscious philosophy: 16% of respondents prefer to celebrate in the company of friends and family, hosting small private dinners and gatherings at home, while 8% opt for free or low-cost events to welcome the new year in a cheerful yet budget-friendly way. After all, 2024 was a leap year and a rather grim one at that. The most interesting finding from the study is the respondents’ willingness to view New Year’s Eve as a well-deserved break, whether modest or extravagant. Economic realism has been the common thread running through all shopping habits in 2024: from vacations to luxury and even Christmas gifts. Here’s to hoping that 2025 will travel far, both figuratively and literally.