Italian Tourism 2025/26: Record Numbers, Major Events and Emerging

Italian Tourism 2025/26: Record Numbers, Major Events and Emerging Trends

In 2025 Italy recorded a robust comeback in tourism: total nights reached 479.3 million (+2.3%) and arrivals were estimated at 146.3 million (+4.7%). Tourism contributed about €237.4 billion to GDP and accounted for 13.2% of national employment.

Growth has been driven by higher international demand, headline events such as the 2025–26 Jubilee and the Milano‑Cortina 2026 Winter Olympics, and by a more diversified, year‑round offer focused on villages, mountains and coast‑to‑coast itineraries.

• Key figures: over 255 million international overnight stays in the first 11 months of 2025; online bookings at 65% (79% among Gen Z).
• Emerging trends: rising village and inland tourism, growth in slow and outdoor travel, greater emphasis on sustainability and digital tools; one in five travellers uses AI to plan routes.
• Practical tips: book early for major events, opt for less crowded destinations (Italy has over 2,600 tourism‑oriented villages), and travel off‑season for lower costs and more authentic experiences.

For public authorities and industry players the priority is to spread tourism flows over time and space through sustainability measures, digital investments and targeted territorial promotion, aiming to convert the current momentum into sustained and responsible growth.