In recent years, Italy has experienced a significant decline in birth rates, prompting a cultural transformation where dogs are increasingly regarded as integral family members. This shift is evident in the burgeoning pet care industry, with Italians spending €6.8 billion in 2022 on pet-related services and products.
A notable example of this trend is the opening of Dog Relais, a luxury hotel for dogs at Rome's airport. The facility offers amenities such as arnica massages, private lawns, and video calls with owners, catering to the needs of traveling pets. Roberto Tortorella, who manages Dog Relais, emphasized the importance of providing dogs with a comfortable and loving environment during their owners' absence.
The pet care sector's growth reflects a broader societal change. With fewer children and grandchildren, Italians are channeling more emotional energy and financial resources toward their pets. Dogs are now commonly seen accompanying their owners in public spaces, including shops, restaurants, and even government buildings. This acceptance signifies a deepening bond between Italians and their canine companions.
The Italian government has recognized this cultural shift by offering financial support to elderly pet owners and strengthening animal protection laws. Prime Minister Giorgia Meloni's administration has allocated €250,000 annually for an "animal bonus" to assist elderly pet owners with veterinary expenses. Additionally, penalties for crimes against animals have been increased, underscoring the government's commitment to animal welfare.
While some, like the late Pope Francis, have criticized the prioritization of pets over children, others view pets as loyal and irreplaceable companions. This evolution reflects a broader trend of pets being seen not just as animals, but as key emotional anchors in modern Italian life.
