Adventure travel Audience in Italy
Adventure travel has an estimated audience of 9,368,793 people in Italy. 51.1% are female, 48.9% are male, average age 44.0. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Baggage, Outdoor enthusiast, Ring (jewellery), Jewelry design, Outdoors.
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, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Topic · Subtype: Travel type
Demographics of Adventure travel fans
| Metric | Value |
|---|---|
| Female | 51.1% |
| Male | 48.9% |
| Average age | 44.0 |
| Estimated audience size | 9,368,793 |
Audience persona
The typical Adventure travel fan in Italy is balanced, around 44.0 years old, with strong Travelling tendencies and a notable affinity for Baggage.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 864,727 | 0.52× |
| Lazio | 851,163 | 0.74× |
| Campania | 505,551 | 0.48× |
| Sicilia | 467,255 | 0.58× |
| Puglia | 383,172 | 0.59× |
| Tuscany | 376,036 | 0.61× |
| Emilia-Romagna | 357,137 | 0.47× |
| Calabria | 353,962 | 1.23× |
| Veneto | 317,051 | 0.43× |
| Piedmont | 315,397 | 0.46× |
| Sardinia | 304,071 | 1.16× |
| Trentino-Alto Adige/Südtirol | 278,275 | 1.57× |
| Abruzzo | 258,408 | 1.25× |
| Marche | 256,322 | 1.1× |
| Liguria | 247,908 | 0.94× |
| Friuli-Venezia Giulia | 233,601 | 1.32× |
| Basilicata | 201,240 | 2.35× |
| Umbria | 195,995 | 1.29× |
| Aosta Valley | 56,441 | 2.37× |
| Molise | 24,172 | 0.54× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Baggage | 1.55× | Fashion & Accessoires |
| Outdoor enthusiast | 1.62× | Sports |
| Ring (jewellery) | 1.56× | Fashion & Accessoires |
| Jewelry design | 1.58× | Fashion & Accessoires |
| Outdoors | 1.69× | Travel & Leisure |
| Wedding cake | 1.51× | Food & Beverages |
| Hospitality service | 1.63× | Travel & Leisure |
| Pedestrian | 1.72× | Cars & Mobility |
| Backpacking (travel) | 1.58× | Travel & Leisure |
| Bodysuit | 1.59× | Fashion & Accessoires |
| Bridesmaid | 1.54× | Kids & Family |
| Ski mountaineering | 1.54× | Sports |
| Sport climbing | 1.58× | Sports |
| Fell running | 1.5× | Sports |
| Eden Viaggi | 1.55× | Travel & Leisure |
| Montan | 1.52× | |
| Clarins | 1.56× | Beauty & Wellness |
| Hiking trails | 1.52× | Sports |
| OUTDOOR ADVENTURE | 1.62× | Games |
| Logitravel | 1.69× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.43 |
| Community Orientation | OPEN | 1.21 |
| Extroversion | THRILL | 1.2 |
| Sports Activity | POWER | 1.16 |
| Luxury Orientation | PREMIUM | 1.15 |
| Career Orientation | POWER | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.6% |
| Italy | 5.1% |
| Japan | 5.0% |
See Adventure travel audiences in other countries
- Adventure travel — Germany
- Adventure travel — United States
- Adventure travel — United Kingdom
- Adventure travel — France
- Adventure travel — Spain
- Adventure travel — Brazil
- Adventure travel — Japan
- Adventure travel — South Korea
- Adventure travel — India
- Adventure travel — Canada
- Adventure travel — Mexico
More Travel type audiences in Italy
- Hotels (26,219,983)
- Beaches (17,074,943)
- Camping (13,701,662)
- Lodging (11,426,698)
- Air travel (11,218,998)
Frequently asked questions
How many fans does Adventure travel have in Italy?
Adventure travel has an estimated audience of 9,368,793 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of Adventure travel fans?
51.1% of Adventure travel fans are female, 48.9% are male, with an average age of 44.0 years.
Which brands do Adventure travel fans like most?
Adventure travel fans show strongest brand affinity for Baggage (1.55×), Outdoor enthusiast (1.62×), and Ring (jewellery) (1.56×) over the country average.
Where do Adventure travel fans live in Italy?
Adventure travel fans in Italy are most concentrated in Lombardy (reach 864,727), Lazio (reach 851,163), and Campania (reach 505,551). These three regions account for the largest share of the active audience.
What other brands do Adventure travel fans also like?
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.
How to read this data
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.
About this audience profile
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.