Piedmont posts record tourism: over 18 million overnight stays in 2025

Piedmont posts record tourism: over 18 million overnight stays in 2025

The 2025 tourism report for Piedmont shows a marked acceleration compared with the national average: over 18 million overnight stays and more than 6,730,000 arrivals, with a 7.5% increase in nights spent compared to the previous year.

• Foreign share: international visitors account for 53% of the market and arrivals from abroad rose by 8.9%; Germany, France, the Benelux, Switzerland and the UK are the leading source markets.
• The lakes: the Lakes tourism district (provinces of Novara and Vco) exceeded 4.9 million overnight stays, with Verbania the region's second destination after Turin and an average stay approaching five nights.
• Other growing areas: hills and Upper Piedmont recorded notable increases: the Atl Terre dell'Alto Piemonte logged over 566,000 arrivals and more than 1,270,000 overnight stays.
• Visitor profile: outdoor activities are the primary motive for 62% of tourists, followed by cultural stays (52%) and food & wine experiences (18%).
• Outlook for 2026: early 2026 data and the Easter period (2–6 April) confirm the positive trend; forecasts for spring public holidays point to further growth for the region.

The findings underline Piedmont’s ability to position itself as a varied destination: culture, gastronomy, outdoor activities and hospitality increasingly tuned to an international public. The challenge for local operators is to strengthen sustainable offers and networking among destinations to extend visitors' average length of stay.