TOURISM IN ITALY: GENERAL TRENDS IN 2024 AND OUTLOOK FOR 2025
According to the latest data from ISTAT, Italy’s tourism industry continued its strong recovery in 2024, setting new records in both tourist arrivals and overnight stays. The country welcomed 129.3 million arrivals and registered 458.4 million overnight stays, up 2.5% from the previous year.
International tourism was the main driver of growth, with foreign tourists accounting for over 250 million overnight stays—a 6.8% increase compared to 2023 and 54.6% of total tourism flows. Domestic tourism, however, declined by 7.6% in arrivals and 2.2% in overnight stays.
International Tourism in Italy
Foreign visitors increasingly favored slow, authentic travel experiences in lesser-known destinations, a trend reinforced by the rising popularity of so-called coolcations—vacations in cooler, less crowded areas. Monthly figures for Q4 2024 showed significant increases: +15% in October, +13.8% in November, and +2.8% in December in terms of overnight stays.
Luxury Tourism and Hotel Investment Boom
The hospitality sector experienced a record year for investment. Hotel investments reached €2.1 billion, up 30% from 2023, making 2024 the second-best year ever for Italy’s hotel real estate market. Luxury properties, especially 5-star hotels, accounted for 45% of total investments, with a marked preference for resorts and iconic destinations like Rome, Venice, and Milan.
Forecast for 2025: Growth, Innovation, and New Travel Trends
2025 is expected to further consolidate Italy’s position as a top-tier tourism destination. Forecasts project a 1.4% increase in international tourist flows, led by travelers from Germany, the U.S., France, and the U.K. Domestic tourism may experience a slight decline (-2.5%).
The Jubilee Year in Rome is anticipated to attract around 30 million pilgrims, significantly boosting tourism in the capital and surrounding regions.
Key trends shaping the tourism market in 2025 include:
- Astrotourism: trips focused on stargazing and night sky experiences in low-light-pollution areas.
- Wellness Tourism: travelers seeking longevity-focused and sensory wellness experiences.
- Sports Tourism: particularly driven by the upcoming Milan-Cortina Winter Olympics.
Moreover, 89% of travelers are looking to discover new, lesser-known destinations, and 68% are eager to visit places before they become popular.
However, rising service costs—estimated to increase by 5–10%—could influence travel decisions and spending.
Visit Veroli: Discover Authentic Italy at Hotel Filonardi
If you’re planning a trip to Veroli, immerse yourself in the authentic charm of the region at Hotel Filonardi. Nestled in the heart of the city, the hotel offers breathtaking views, gourmet cuisine, scenic trekking trails, and warm hospitality.
Booking your stay at Hotel Filonardi guarantees not only a high-end experience but also supports the development of local tourism.