A data profile of the people who buy, follow and care about Adventure travel in Italy — modelled from more than twelve digital signal sources. Adventure travel has an estimated audience of 9,368,793 people in Italy.
The average Adventure travel fan in Italy is 44.0 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Baggage, Outdoor enthusiast, Ring (jewellery), with strongest over-indexing on Baggage (1.55× the country average).
Demographically, the Adventure travel audience skews balanced with an average age of 44.0, and over-indexes on personality traits such as Travelling, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Adventure travel fan in Italy is balanced, around 44.0 years old, with strong Travelling tendencies and a notable affinity for Baggage.
The key figures that characterise the Adventure travel profile in Italy.
51.1% are female, 48.9% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 51.1% |
| Male | 48.9% |
| Average age | 44.0 |
| Estimated audience size | 9,368,793 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Adventure travel audience comes from Italy.
| Country | Share |
|---|---|
| United States | 17.6% |
| Italy | 5.1% |
| Japan | 5.0% |
Where the Adventure travel audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Basilicata | ~90K | 1.09× | |
| 02 | Trentino-Alto Adige/Südtirol | ~200K | 1.06× | |
| 03 | Aosta Valley | ~20K | 1.04× | |
| 04 | Friuli-Venezia Giulia | ~200K | 1.03× | |
| 05 | Calabria | ~300K | 1.02× | |
| 06 | Sardinia | ~300K | 1.02× | |
| 07 | Abruzzo | ~200K | 1.02× | |
| 08 | Umbria | ~200K | 1.02× | |
| 09 | Marche | ~200K | 1.01× | |
| 10 | Molise | ~40K | 1.00× | |
| 11 | Liguria | ~300K | 0.99× | |
| 12 | Puglia | ~600K | 0.96× | |
| 13 | Sicilia | ~800K | 0.95× | |
| 14 | Tuscany | ~600K | 0.95× | |
| 15 | Piedmont | ~700K | 0.94× | |
| 16 | Lazio | ~1M | 0.93× | |
| 17 | Campania | ~1M | 0.93× | |
| 18 | Emilia-Romagna | ~700K | 0.93× | |
| 19 | Veneto | ~700K | 0.93× | |
| 20 | Lombardy | ~1.5M | 0.83× |
The strongest cross-interests of the Adventure travel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pedestrian | Cars & Mobility | 1.72× | ||
| 02 | Outdoors | Travel & Leisure | 1.69× | ||
| 03 | Logitravel | Travel & Leisure | 1.69× | ||
| 04 | Hospitality service | Travel & Leisure | 1.63× | ||
| 05 | Outdoor enthusiast | Sports | 1.62× | ||
| 06 | OUTDOOR ADVENTURE | Games | 1.62× | ||
| 07 | Bodysuit | Fashion & Accessoires | 1.59× | ||
| 08 | Jewelry design | Fashion & Accessoires | 1.58× | ||
| 09 | Backpacking (travel) | Travel & Leisure | 1.58× | ||
| 10 | Sport climbing | Sports | 1.58× | ||
| 11 | Ring (jewellery) | Fashion & Accessoires | 1.56× | ||
| 12 | Clarins | Beauty & Wellness | 1.56× | ||
| 13 | Baggage | Fashion & Accessoires | 1.55× | ||
| 14 | Eden Viaggi | Travel & Leisure | 1.55× | ||
| 15 | Bridesmaid | Kids & Family | 1.54× | ||
| 16 | Ski mountaineering | Sports | 1.54× | ||
| 17 | Montan | POI | 1.52× | ||
| 18 | Hiking trails | Sports | 1.52× | ||
| 19 | Wedding cake | Food & Beverages | 1.51× | ||
| 20 | Fell running | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.30× | |
| Design Affinity | PREMIUM | 1.30× | |
| Sustainability | BALANCE | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.87× | |
| Patriotism | CONSERVATISM | 0.90× | |
| Convenience Orientation | PREMIUM | 0.92× |
Adventure travel has an estimated audience of 9,368,793 people in Italy, concentrated in Lombardy and Lazio.
51.1% of Adventure travel fans are female, 48.9% are male, with an average age of 44.0 years.
Adventure travel fans show strongest brand affinity for Baggage (1.55×), Outdoor enthusiast (1.62×), and Ring (jewellery) (1.56×) over the country average.
Adventure travel fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~1M), and Campania (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Adventure travel itself, the audience over-indexes on Outdoor enthusiast (1.62×), Ring (jewellery) (1.56×), Jewelry design (1.58×), and Outdoors (1.69×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Adventure travel. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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