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Record-Breaking Growth, Rising Foreign Demand and Digital Transformation Redefine the Country’s Travel Industry
Italy has emerged as Europe’s top tourism destination in 2025, setting new records and consolidating its position at the forefront of the continent’s travel industry. According to the latest report by the Visit Italy Tourism Observatory, presented during the 2026 edition of BIT – Borsa Internazionale del Turismo, the country registered 479.3 million overnight stays in 2025, a 2.3% increase compared to the previous year. Total arrivals reached an estimated 146.3 million, marking a robust 4.7% annual growth.
These figures not only surpass the record set in 2024 but also place Italy firmly at the top of the European tourism rankings. At the same time, the country recorded the highest level of tourist saturation on the continent. During the summer season, occupancy rates reached 40%, outpacing Spain (38.5%), France (37.2%) and Greece (36.8%).
Foreign Travelers Drive Growth
One of the most significant structural changes highlighted in the report is the shifting composition of demand. International travellers now account for more than 55% of total tourism flows, while domestic tourism shows signs of slowdown.
A closer look at the third quarter reveals this trend clearly: foreign arrivals increased by 1.6% and overnight stays by 3.9%, whereas Italian arrivals fell by 3.9% and domestic overnight stays declined by 1%. This growing reliance on international markets has reinforced the weight of global demand, particularly in major cities and iconic destinations.
Foreign visitors are also staying longer and spending more. The average stay has risen to 3.6 nights, and the average expenditure per traveller has reached €930. Altogether, international tourism generated more than €60 billion in spending. These figures suggest a gradual shift away from short, “hit-and-run” tourism toward longer, higher-value stays.
Where Visitors Come From
Air traffic data analysed by the Observatory indicate that the largest share of inbound travellers comes from the United Kingdom, with 1.6 million arrivals (15% of the total). The United States follows with 1.2 million arrivals (11%), and Germany ranks third with 1 million (10%).
Looking ahead, 2026 is expected to bring a recovery in Asian tourism, further strengthening Italy’s international appeal.
Spending patterns also reveal important dynamics. Expenditure by non-EU tourists is growing faster (+6.8%) than that of European visitors (+4.2%), highlighting the increasing economic importance of long-haul markets.
Italy’s major airports continue to play a central role in this expansion. Leonardo da Vinci–Fiumicino Airport, Milan Malpensa Airport and Naples International Airport led passenger traffic, with a total of 27 million travellers recorded during the summer season alone. Of these, 18.6 million were international passengers.
A More Digital and Data-Driven Traveler
The way trips are planned has also undergone a profound transformation. Today, 65% of travellers book their trips online, a share that rises to 79% among Generation Z. Artificial intelligence has entered the decision-making process for one in three tourists, helping them select destinations and design itineraries.
The booking window is expanding, and travel is becoming increasingly digital and data-driven. For tourism operators, this means adapting marketing strategies, strengthening online presence, and leveraging technology to meet new expectations.
Preferred Destinations
As for traveller preferences, the seaside remains the top choice, attracting 31% of visitors. Mountain destinations follow closely at 28%, showing steady growth. Art cities account for 22%, while rural villages and countryside locations represent 14% of preferences.
This diversified demand reflects Italy’s unique capacity to combine natural beauty, cultural heritage and gastronomic excellence within a single national offering.
Optimism for 2026 and the Olympic Effect
The second edition of the Tourism Observatory by BPER Banca, involving over 1,000 accommodation and restaurant businesses in Sardinia, the Romagna Riviera and Lombardy, confirms a positive outlook. In 2025, growth was driven by increases in customers (+9%), overnight stays (+7%) and average spending per guest (+6%) compared to 2024.
For about half of the surveyed businesses, foreign customers now equal or exceed domestic ones. Looking ahead to 2026, seven out of ten companies expect further growth in arrivals. Milan and the province of Sondrio are expected to benefit significantly from the upcoming Winter Olympics, providing an additional boost to Lombardy’s tourism sector.
In Sardinia, 73% of respondents forecast growth, with an average increase of 12%. On the Romagna Riviera, 75% anticipate expansion, projecting a 14% rise.
Persistent Challenges
Despite the optimistic outlook, challenges remain. Fifty-eight percent of businesses reported rising operating costs, and 32% struggle to find qualified staff. Nearly half attribute recruitment difficulties to a lack of adequate technical skills, while 31% cite seasonality as the primary issue.
To address these challenges, 60% of businesses are adopting strategies such as flexible working hours (31%) and wage increases (29%), while one-third are investing in staff training.
Investment levels remain strong: 28% of companies are focusing on digitalization, and 23% plan energy-efficiency improvements within the next two years. On the safety front, more than half have already secured coverage against catastrophic damage (61%) and extreme weather events (54%).
Italy’s tourism sector in 2025 stands as both a success story and a test case for sustainable growth. Record numbers, rising international demand and digital innovation are propelling the country forward. Yet maintaining leadership will require continued investment, workforce development and careful management of increasing tourist flows in the years ahead.
Alessandro Fiorentino