italian tourism statistics 2023

Tourist numbers in Italy hit record in 2023, foreigners a majority

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Reporting by Antonella Cinelli, editing by Keith Weir

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Italy Visitor Arrivals

• Italy Visitor Arrivals recorded 60,992,806 person in Dec 2023, compared with 50,525,695 person in the previous year
• Italy Visitor Arrivals data is updated yearly, available from Dec 1990 to Dec 2023
• The data reached an all-time high of 64,825,156 person in Dec 2019 and a record low of 16,482,810 person in Dec 2020

View Italy's Visitor Arrivals from 1990 to 2023 in the chart:

What was Italy's Visitor Arrivals in 2023?

Italy Visitor Arrivals recorded 60,992,806 person in Dec 2023, compared with 50,525,695 person in the previous year See the table below for more data.

Visitor Arrivals by Country Comparison

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In 2023, Italy tourism is set to break all records

Friday, May 12, 2023

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Documents tagged with: Tourists

Trips and holidays, istat makes available the files for research purposes on “trips and holidays”.

Reference period: Years 2022-2014

Date of Issue: 19 June 2023

Public use micro.stat files available on "Trips and Holidays", included into the Households Budget Survey

Istat and vodafone business: tourism statistics with mobile network data, a tourism study integrating official statistics with data from mobile phones.

Date of Issue: 09 May 2023

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The impact of Covid-19 on tourism in Italy

The impact of covid-19 on tourism in italy - spring 2020.

Date of Issue: 04 May 2020

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Tourism in Italy in 2018

Infographic on capacity of tourist accommodation establishment in 2018.

Reference period: Year 2018

Date of Issue: 15 July 2019

Trips and holidays in Italy and abroad

Infographic on trips and holidays in italy and abroad in 2018.

Date of Issue: 04 March 2019

In 2018 trips with overnight stays made by residents were 78,940 million

Date of Issue: 11 February 2019

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Italy tourism 2023: Spotlight on July and August

Home » Italy tourism 2023: Spotlight on July and August

Between July and August 2023, OTA saturation declined by 8.3%, with available offers increasing by 10%, and average rates seeing a substantial 14.5% increase. A positive outcome for summer tourism, despite the challenges posed by a decline in the Italian market as evidenced by the drop in digital traces.

This summer, tourism in Italy has yielded positive outcomes. However, these results have fallen short of expectations.

And these trends have certainly captured the interest of the majority of national newspapers, leading them to provide extensive coverage of this phenomenon in recent months.

So, what led to this drop in OTA saturation in Italy?

Many have speculated that Italians have opted out of vacationing in their home country in favour of other destinations , including Albania, Greece, and Croatia.

But how accurate is this assertion?

To get to the bottom of this, we consulted our own destination management platform D / AI Destinations , meticulously examining all data collected from 1 July to 20 August 2023.

We focused mainly on factors such as hotel pricing, occupancy levels, OTA saturation, sentiment analysis, and the demographics of individuals who wrote reviews during this time frame.

We also compared different types of tourist destinations like coastal areas, mountains, lakesides, and art cities to find out if there were any differences in the data.

August 2023: Global growth and Italian market slowdown

Tourism in Italy is doing relatively well, but not as well as it did during the same period last year. July’s numbers align with those from 2022, but as we move into August, there’s a noticeable decline in online travel agencies bookings and a surge in unsold rooms.

Italy tourism 2023 data – 1 July – 20 August vs 2022

• -8.3% in OTA saturation, especially notable after the latter half of July, while there was a 10% rise in listings available for sale on online portals, albeit with a slightly lesser increase in August
• +14.5% in average accommodation rates
• -2.5% online reviews are authored by Italians, while foreign markets maintain stability

The decline in Italians’ digital comments and reviews, a clear reflection of market trends, strongly suggests a genuine reduction in local domestic travel.

This trend typically indicates hotel owners have been too optimistic about the return of foreign tourists. This optimism didn’t align with an actual surge in total demand and failed to consider the true economic circumstances of one of our major tourism sources: the Italian market.

Similarly, lower demand probably prompted operators to scramble by offering last-minute availability on booking platforms in an attempt to compensate for the decline in reservations, albeit without achieving the desired results.

While Europeans and Americans are increasingly back to travelling to Italy’s cities and beaches, Italians remain the core demographic for most domestic destinations, particularly those along the coast.

The simultaneous rise in fuel costs, essential goods, as well as domestic airfare and accommodations, appears to have led many Italians to reconsider their plans this year. For some, that meant forgoing their holidays altogether, while others have decided to postpone their travels to September, opt for private residences or the hospitality of friends, or choose more budget-friendly destinations.

It’s also important to consider that this was the first year without any pandemic-induced restrictions. And, many people are engaging in the so-called “revenge travel” — that is, people travelling to compensate for the time and experiences they missed out on during the pandemic. And given that the majority of Italians choose to vacation during the summer, it’s likely they opted for extended trips to international destinations.

However, airline bookings recorded through GDS in Italy at the beginning of August still confirm a strong increase in incoming tourism (+14%) compared to 2022, mainly driven by foreigners, while domestic bookings show a decline.

This means the overall Italian summer hasn’t been negatively affected. ENIT has confirmed that the passengers arriving in August registered through GDS have surpassed those of 2022, especially foreigners, with an increase of 1.1% compared to the previous year’s August.

The sentiment in the country also remains very positive and is on the rise compared to 2022:

Nonetheless, there is an undeniable shift in the behaviour of Italians this year compared to previous years . August, typically the preferred month for summer holidays, especially by the sea, appears not to have been the top choice this year. This is a trend that will need to be closely observed to align the offer with the current demand.

Comparing travel destinations: Sea, mountains, lakes, and art cities

To gain better insight into the analysis above and whether it holds true for all Italian summer situations, we compared the main types of Italian destinations.

For seaside destinations, the data aligns with the national overview. Prices and offers available on OTAs have risen, while the drop in saturation on portals exceeds that of the national average (8.3%). The drop in digital traces written by Italians reflects the market composition.

Sentiment remains strong with a slight increase:

• -13% in OTA saturation vs 2022
• +10% in offers available on OTAs
• +12% in average accommodation rates
• -2.6% in reviews by Italians
• +0.8% in Sentiment (85/100)

In mountain destinations, there was a significant rise in average prices (+17.6%) as well as a notable drop in OTA saturation (-14.5%), despite a slight rise in available offers. As a result, the number of unoccupied rooms is considerably higher compared to the previous year. Digital traces also dropped compared to 2022, particularly from Italian sources.

• -14.5% in OTA saturation compared to 2022
• +5% in available offers on OTAs
• +17.6% in average accommodation rates
• -5% in reviews by Italians
• +0.5% in Sentiment (88.2/100)

The OTA saturation for lake destinations has seen the most substantial drop (-19%) compared to the same period last year. While the available offers remain similar, the average prices have increased by 9.3% on average.

In this case, the decline in OTA saturation seems to be primarily attributed to a decrease in bookings. Both Italian and German market reviews, historically crucial for lake destinations, have also decreased.

• -19% in OTA saturation vs 2022
• +0.5% in offers available on OTAs
• +9.3% in average accommodation rates
• -3% in Italian reviews
• -1.3% in German reviews
• +1.5% in Sentiment (86.2/100)

ART CITIES AND CULTURAL HUBS

For cities renowned for art, and destinations where the cultural landscape is the primary key attraction, the decrease in OTA saturation was 9% compared to the previous summer. The average price increase was higher than that for other offerings (19%).

The number of available offers for lake destinations is similar to the previous year, and at times lower. As a result, this decline in saturation is attributed to a tangible decrease in bookings.

• -9% in OTA saturation vs 2022
• Available offers stable vs 2022
• +19% in average accommodation rates
• -2% in Italian reviews
• +1.3% in Sentiment (85/100)

Leveraging data as a foundation for tourism growth

The information we’ve compiled aligns seamlessly with the statements made by Tourism Minister Daniela Santanché :

“There is various data about tourism out there. Some portray 2023 to be a pivotal year, while others suggest the much-anticipated recovery hasn’t materialised, and in a few cases, even present alarming figures. June surpassed our expectations, followed by promising figures in July. However August showed a dip with noticeable declines, on which we need to reflect and analyse.”

“ The balance should not be viewed negatively; on the contrary, ” highlights Mario Romanelli, Sales Director for Italy at The Data Appeal Company. “ However, analysing the data in detail reveals a more intricate and nuanced perspective than what many may perceive at first glance.

This information is vital for DMOs to support operators, particularly in the hotel industry, to spot shifts in traveller habits and behaviours and define new strategies that are more in line with trends and demand, in order to achieve superlative results .”

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Top 15 Italian Regions – Estimated Number of Tourists 2023

According to THRENDS’ recent reanalysis of ISTAT data, statistics from the offices of several regions, and estimates for 2023 (due to a lack of available data), the top three regions in Italy by visitor numbers in 2023 were Veneto, Trentino-Alto Adige, and Tuscany. An overall view of the top 15 Italian regions shows an increase in volume compared to 2022, but not yet to the levels of 2019, except for Veneto, Trentino-Alto Adige, and Lombardy among the top six; while all southern regions, except for Campania, recorded record numbers in 2023. In the North, Lombardy, Liguria, and Friuli grew more than in 2019. In the South, Sicily, Puglia, and Sardinia; and in the Center, Marche and Abruzzo. In a decade-long comparison, Sardinia, Lombardy, Puglia, Liguria, Lazio, and Campania grew by more than 20%.

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Italy Tourism Statistics

Page last updated: 25 June 2024

Italy, famous for its historic cities, delicious food, and beautiful landscapes, has always been a top tourist destination for people around the world.

How many tourists visit Italy each year?

Over 57.25 million tourists travelled to Italy in 2023. 1

• In 2019, Italy welcomed 64.51 million international visitors.
• This number fell drastically to 25.19 million visitors in 2020, a 61% drop compared to 2019. However, Italy observed a recovery in the following years, welcoming 26.89 million visitors in 2021 and 49.81 million in 2022.
• Italy welcomed 57.25 million international visitors in 2023, indicating a 127% increase compared to 2020 but still 11% less than 2019 (pre-pandemic).

How much do tourists spend in Italy every year?

International tourists spent over $55.9 billion during trips to Italy in 2023. 2

• Tourist expenditure in Italy generated $49.50 billion in 2019.
• This number plummeted to $19.9 billion in 2020 due to coronavirus travel restrictions and fewer international visitors.
• Italy saw a recovery in international tourism revenue in 2021 with $25 billion and this continued to rise in 2022 to $43.70 billion .
• International tourism revenue increased to $55.9 billion in 2023, indicating an 181% increase compared to 2020 (during the pandemic) and 13% higher than 2019 (pre-pandemic).

Where do visitors to Italy come from?

The leading sources of foreign tourists to Italy have always been Germany , closely followed by France , Austria , Switzerland and the United Kingdom .

• In 2019, 13.95 millionGerman residents visited Italy, outpacing France , which recorded 7.98 million visits. Despite the pandemic’s impact causing a drop in numbers, Germany and France held onto the lead throughout 2020 and 2021. 3

How many tourists visited Italy in 2022?

• In 2022, Italy welcomed 49.81 million international visitors and 44 million 4 domestic visitors. This was an 85% increase from the previous year but a 23% decrease from the peak pre-pandemic year of 2019.

How much did people spend in Italy in 2022?

• Italy generated $43.70 billion in international tourism revenue in 2022. This was an increase of 120% compared to 2020 but still 12% less than 2019.

The Impact of the Coronavirus Pandemic – Italy Tourism Statistics 2020 and 2021

In light of the COVID-19 pandemic, Italy, like many countries worldwide, witnessed a decline in tourist arrivals in 2020 and 2021.

• In 2020, with the impact of the COVID-19 pandemic, tourist visits fell to a record low of 25.19 million , a 61% decrease and striking contrast to previous years. International tourist spending also dropped sharply, totaling just over EUR 27 billion .
• Around 26.89 million visits by international tourists were recorded in 2021, a 58.3% drop from 2019. The top source markets in 2021 were Germany (17.1%) , France (14.5%) , and Austria (9.3%) .

Italy Inbound Travel Statistics for 2019 – International & Domestic Tourism

2019 was a particularly strong year for Italian tourism.

• Domestic travellers in Italy accounted for 220 million overnight stays in 2019, making up 56.4% of the total tourism spend. While international tourists amounted to 216 million overnight stays, with their travel expenses totalling $49.52 billion . 5

How long do visitors stay in Italy?

• Generally, tourists spend 3 to 4 nights exploring Italy’s popular cities and attractions.
• In 2020 and 2021 , the average nightly stays increased to 4 nights and 3.9 nights , respectively. However, by 2022 , average stays decreased to 3.7 nights .

Economic Impact – Italy Tourism Statistics

• Tourism is a major contributor to the Italian economy translating to 6.2% of the total GVA ( EUR 99.9 billion ).
• In 2019, the tourism industry directly employed 2.1 million people, accounting for 8.8% of all employment, and it supported over 218,000 businesses .

How popular is Italy as a tourist destination?

• In 2023, Italy was ranked the fourth most popular tourist destination, with 57.25 million international tourist arrivals. 6

Italy Travel Resources

• Car rental prices in Italy

What are the top destinations to visit in Italy?

Here are some of the top Italian cities that captivate the most international visitors, based on the latest data from ISTAT 7 : 

• Rome : At the top of the list with 25 million foreign visitors a year , Rome mesmerises with its historical grandeur. Renowned monuments such as the Colosseum, St. Peter’s Basilica, and Trevi Fountain make the Eternal City a must-visit.
• Milan : Following Rome, Milan attracts nearly 11 million visitors annually . Famous for its magnificent Cathedral and as a global fashion hub, Milan is a city that blends tradition with modernity.
• Venice : The city of love and intricate canals, welcomes around 10 million visitors . Its unique charm and artistic heritage make Venice a dream destination for many.
• Florence : As the cradle of the Renaissance, Florence draws about 9 million tourists fascinated by its art, architecture, and the historic Uffizi Gallery.
• Rimini : A favourite for its inviting beaches, Rimini sees 7 million visitors looking for sun, sea, and sand along the Adriatic coast.

What are the main reasons people visit Italy?

Holidays, visiting friends and relatives, business trips, and other personal reasons are the main reasons why people visit Italy each year. 8

• Holidays make up the largest portion, with 31.2 million visits in 2022 , up from 24.3 million in 2021 . 
• Visiting friends and relatives is the second most popular reason, rising from 8.7 million visits in 2021 to 11.5 million visits in 2022 .
• Business travel accounts for a smaller but significant portion of visits, with 3.8 million visits in 2022 compared to 3 million visits in 2021 . 
• Other personal reasons represent the least common reason but still show an increasing trend, from 476,115 visits in 2021 to 885,863 visits in 2022 .

Despite a downturn during the pandemic, visitor numbers are recovering as the global travel situation improves.

Italy Outbound Tourism Statistics for 2019

• In 2019, Italy’s passion for traveling was clearly demonstrated by its robust outbound tourism statistics. A total of 34.70 million Italian tourists embarked on international journeys, contributing significantly to global tourism with their total expenditure reaching $30.31 billion .
• Their top five outbound destinations were France, Spain, Germany, Austria and Switzerland.

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• UNWTO : Italy Inbound Tourism Arrivals ↩︎
• UNWTO : Italy Inbound Tourism Receipts ↩︎
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• UNWTO : Inbound Tourism Ranking 2023 ↩︎
• ISTAT : Tourist Flow in Italy ↩︎
• EuroStats : Trips by Purpose ↩︎

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Italy's tourism reaches record high in 2023

Italy saw its highest ever number of tourists in 2023, according to the latest figures from the statistics authority Istat and the Ministry of Tourism.

Last year, Italy recorded more than 134 million holidaymaker arrivals with around 451 million overnight stays in accommodation establishments, according to a joint statement from the authority and the ministry in Rome on Tuesday.

Istat says these were the highest figures ever recorded in tourism surveys. Compared with 2022, the number of arrivals increased by 13.4% and overnight stays by 9.5%. That is around 16 million more holidaymaker arrivals and 39 million more overnight stays.

The figure even exceeds the figures for 2019, the year before the coronavirus pandemic began, when there were around 131 million holidaymakers with 436 million overnight stays.

Italy is one of the most popular destinations for international holidaymakers, and just over half of tourists last year came from abroad.

The regions with the most visitors were Veneto, the lagoon city of Venice, Tuscany, Lombardy, and Lazio as well as the Italian capital Rome.

It's not all good news, though.

Venice, Rome and some cities in Tuscany are significantly overcrowded during the holiday season. There is growing resentment among the residents of these cities, who are calling for the flow of visitors to be better controlled and restricted.

Venice introduced an entrance fee for day visitors a few months ago.

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What are you looking for?

53+ italy travel & tourism statistics [fresh for 2024].

Italy is a dream destination for architecture, culture, and fashion lovers.

It’s also a fantastic country for road trips, and lots of people like to rent campervans in Italy as they explore multiple places.

Indeed, Italy appeals to different types of travellers, no matter your interest.

Did you know it’s the third most visited country in Europe?

If you want to understand more about travel and tourism in Italy, you’ve come to the right place.

We’ve compiled these interesting facts and statistics for you.

Let’s dive right in!

Sources : We have included the source for each statistic, and feel free to head to the end of this post for the complete list of articles and sources used.

Travellerspoint

How many tourists visit Italy each year?

In 2019, there were 64.8 million annual visitor arrivals in Italy.

How much does tourism contribute to Italy?

• The Italian travel and tourism industry contributed 162.6 billion euros to the country’s GDP in 2021, or equal to 9.1%.

Who visits Italy the most?

• France recorded the highest number of arrivals in Italy in 2021, with 6.3 million arrivals.

Has Italy tourism increased?

Visitor arrivals in Italy was 50.5 million in December 2022, compared with 26.8 in December 2021. This is an encouraging increase from the all-time low of 16.4 million arrivals in December 2020 due to the Covid-19 pandemic.

Italy Travel & Tourism Key Statistics

• In 2019, Italy was the third most visited country in Europe after France and Spain.
• In January 2023, there were 4.1 million Italian tourists traveling abroad, up from 3.6 million in January 2022.
• In terms of travel spending, France was the leading outbound travel market for Italy. Italians spent 1.64 billion euros in France.
• Italian residents made 37.2 million domestic trips in 2021, compared to 54.3 million trips in Italy in 2019.
• In 2021, spending by international visitors was recorded at 21.3 billion euros.
• In 2022, the Italian city with the most chain hotels was Rome, with 232 hotels in total.
• The Italian municipality that receive the most overnight stays in 2021 was Rome, totaling almost 9 million.
• According to World Data, five cities in Italy are included in the world’s top 100 destinations, the highest ranking of which is Rome (fifth place).

Italy Inbound Tourism Travel Statistics

1. visitor arrivals in italy was 50,525,695 people in december 2022, compared with 26,888,993 in december 2021..

This is an encouraging increase from the all-time low of 16,482,810 arrivals in December 2020 due to the Covid-19, but yet to reach its 2019 figure of 64.5 million.

2. In 2019, Italy was the third most visited country in Europe after France and Spain.

France and Spain recorded 89.4 and 83.5 million international tourist arrivals respectively. This put Italy as the third most popular European country.

3. France recorded the highest number of arrivals in Italy in 2021, with 6.3 million arrivals.

The country that contributes the highest number of tourist arrivals in Italy was France, with 6.3 million arrivals in 2021 .

4. Germany came in second place with 5.2 million tourist arrivals in Italy in 2021.

5. in 2021, there were 176 million overnight stays in italy by international tourists..

This was an increase from 155 million in 2020, but still well below pre-pandemic levels.

6. Out of those, 33 million inbound overnight stays were for work-related trips.

Italy outbound tourism travel statistics.

Where do Italians travel to outside of Italy?

7. In January 2023, there were 4.1 million Italian tourists traveling abroad, up from 3.6 million in January 2022.

8. this amounted to 16.8 million monthly overnight stays by italian outbound travellers..

Once again, this was an increase from 16.2 million in January 2022.

9. Italian tourists spent 31% more in 2021 compared to 2020 when travelling overseas. The outbound tourism expenditure in 2021 was equal to 12.6 billion euros.

10. in terms of travel spending, france was the leading outbound travel market for italy. italians spent 1.64 billion euros in france., 11. meanwhile, italian travellers spent a total of 1.6 billion and 806 million euros in spain and germany, respectively., 12. in 2021, 67% of italians in a survey claimed to travel abroad on a city trip..

City destinations have proven to be extremely popular for Italian holiday makers.

Domestic Tourism in Italy

Do Italians travel domestically?

13. Italian residents made 37.2 million domestic trips in 2021, compared to 54.3 million trips in Italy in 2019.

14. in 2021, the most popular domestic destination for overnight trips in italy was apulia with 28,7 million overnight stays by italian travellers., 15. this was followed by emilia-romagna and tuscany, with around 23.4 million and 22.2 million domestic overnight stays, respectively., 16. italians went on 2.4 million domestic business trips in 2021, rising by 12.7% from the previous year., 17. domestic tourism spending in italy was 107 billion euros in 2021, rising from 60.7 billion euros in 2020., 18. france is in the top 4 source market for backpackers in australia..

[BackpackerJobBoard]

Italian travellers make up 4.49% of all backpackers in Australia .

Italy Travel & Tourism Econonic Contribution

19. in 2021, spending by international visitors was recorded at 21.3 billion euros or us$20.46 billion..

This was a 20% annual increase from 2020 (17.3 billion euros), but still only 45% of the international tourism spending in 2019 (44.3 billion euros).

20. The Italian travel and tourism industry contributed 162.6 billion euros to the country’s GDP in 2021, or equal to 9.1%.

21. In 2021, travel and tourism generated a total of 2.64 million jobs, both direct and indirect.

22. In terms of direct employment, in 2019, tourism provided jobs for 2.1 million people in Italy, contributing 8.8% of the country’s employment and supported 218,000 enterprises.

23. this includes 1.08 million employed in the food & beverages industry and 182 thousand in passenger transport., 24. tourists from germany spent the most when travelling to italy, with 3.8 billion euros in 2021 alone..

This is despite the number of French tourists in Italy surpassing that of German tourists.

25. Based on spending, tourism in Italy ranks fifth worldwide.

[Macro Trends]

In first place is the US with $84.2 billion in tourism spending .

Hotels in Italy Statistics

Which hotel chain has the most hotels in Italy?

26. In 2022, Best Western was the hotel chain with the most hotels in Italy, with 84 total establishments. 

B&B and NH Hotels followed behind with the second and third highest number of hotels in Italy.

27. Best Western also ranked as the international hotel chain brand in Italy with the most hotel rooms in 2022, with 10,778 rooms.

It was followed by Accor and Marriott International, with 10,557 and 9,896 total hotel rooms respectively.

28. In 2022, the Italian city with the most chain hotels was Rome, with 232 hotels in total.

Milan and Venice followed with 128 and 80 hotels.

29. Meanwhile, Milan and Venice ranked second and third, with a total of 128 and 80 chain hotels, respectively.

30. rome itself recorded a total of 1,600 hotels in 2021..

In 2021, Rome had 1,600 hotels, of which 621 were rated 3-stars .

31. In terms of hotel room price, the most expensive Italian city to stay in a four-star hotel overnight was Venice at 169.5 euros.

This was based on a November 2022 study, with Turin following as the second-most expensive city in Italy, costing an average of 163 euros per night. Still, it’s a tourist favorite with plenty of activities to do !

Meanwhile, when it comes to staying in luxury hotels, the Dolomites have been the most popular destination in Italy.

32. The Italian city with the highest average occupancy rate in four-star hotels is Bologna, with an occupancy rate of 87.1%.

33. In 2022, almost 37% of all trips made by Italians were hotel stays.

34. staying with friends and relatives is the second most preferred type of accommodation by italians, making up 30.1% of trips..

35. Italy is the country that has the highest number of properties awarded with a Booking.Com Travel Sustainable Badge (46,365).

[Booking.com]

46,365 Italian properties listed on Booking.com have been awarded with a Travel Sustainable Badge.

Other Accommodations in Italy Statistics

How many Airbnbs are there in Italy?

36. The Italian city with the most Airbnbs is Rome, with 24,383 listings recorded in December 2022.

37. in comparison, milan has 18,931 airbnb listings, while florence and naples have 10,727 and 7,761, respectively..

In fifth place is Venice, with 7,275 total Airbnbs .

38. In 2021, there were 22 thousand non-hotel accommodations in Rome.

This includes 6800 thousand holiday dwellings, over 3500 bed and breakfasts, and 414 holiday homes.

39. Venice had a total of 32 thousand non-hotel accommodations, which was a decrease from the 35 thousand in 2020.

In 2021, there were 32 thousand non-hotel accommodations in Venice .

40. Meanwhile, in Milan in 2022, there were a total of 6,266 non-hotel accommodations, including 122 B&Bs and 32 youth hostels.

41. florence’s non-hotel accommodations increased between 2019 and 2021, from 2800 to 3900..

The figure incldues 700 farmhouses and 98 bed and breakfasts as of 2021.

Most Famous Destinations in Italy

Which is the most visited place in Italy?

42. The Italian municipality that receive the most overnight stays in 2021 was Rome, totaling almost 9 million.

Venice followed in the ranking in 2021, with around 5.7 million overnight stays. Despite the popularity of Venice, it’s still possible to experience it on a budget !

43. According to World Data, five cities in Italy are included in the world’s top 100 destinations, the highest ranking of which is Rome (fifth place).

[World Data]

44. In 2021, Milan sits in 12th place, Florence in 21st, Venice in 27th, and Verona in 59th as the most popular destinations in the world.

The ranking has been determined based on the attractiveness of the cities across six different areas.

Verona is the fifth most visited city in Italy, or 59th in the world. It is known for being the romantic setting of Romeo and Juliet, but also boasts a lot of other things to do .

45. In 2023, Italy ranks as the 22nd safest country in the world for tourists with a score of 87.6.

It ranks just below the UK, which earned a score of 87.9 .

46. The most visited museum in Italy was the Colosseum in 2019, but the Uffizi Galleries ranked first in 2020 and 2021 (1.7 million visitors).

47. however, in terms of revenue, the colosseum was the highest-grossing tourist attraction, generating 17 million euros in 2021..

This is still well below the 57 million euros of the Colosseum’s revenue in 2019.

48. Overall, attendance at the Colosseum recorded nearly 1.7 million in 2021.

Visiting the Colosseum is an essential Rome bucket list, even if you’re exploring the city on a budget .

49. The number of visitors to Pompeii doubled in 2021, receiving around one million visitors in that year.

Behaviors in italian tourism.

What is the behavior of Italians when travelling?

50. A survey revealed that 36% of travelers in Italy aren’t willing to splurge for pet-friendly facilities.

36% of Italian travellers say that they don’t want to spend more for pet-friendly facilities, as simply allowing pets in hotels and travel establishments is already enough.

51. Italians prefer to do direct bookings when traveling, which includes 46% of all accommodations booked for leisure travel in 2022.

52. transports booked directly represented around 67% of bookings for business trips in italy., 53. italians who travelled for leisure took on average longer trips than those travelling for work-related reasons in 2022..

Holidays made by Italians last an average of 6.5 nights, compared to business trips with an average length of 3.8 nights .

54. Within Europe, Italy offers a promising source market for baby boomer travel, with 1.02 million outbound travellers in this age group.

There are 1.02 million Italian baby boomers who travel overseas.

That wraps up our list of the best statistics about travel and tourism in Italy.

Whether you’re planning to travel there or simply wanting to learn more about it, we hope this post has been useful.

Did we miss any important aspect of Italy’s tourism?

Drop a comment below!

In the meantime, you might enjoy these other stats:

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5 million people can't be wrong

$620 million: That's tourism's record economic impact on Door County in 2023, report says

The increase in spending by visitors was attributed to travelers becoming more aware of the growing diversity of activities available in the door..

DOOR COUNTY - The dollars spent in Door County by tourists rose from 2022 to 2023 to record heights, as did the impact those dollars made on the county, a new report says.

Released last week by the Wisconsin Department of Tourism, the report by global research firm Tourism Economics on the economic impact of tourism in the state and its 72 counties said visitors to Door County generated $620 million in total economic activity in 2023, an increase of $33 million, or 5.7%, from $587 million in economic impact the year before. It's the highest figure in the Door's history.

That figure includes $497 million directly spent last year by tourists in the county, called "direct visitor spending" by the report, compared to $471 million in 2022. That averages out to $1.4 million spent each day by visitors, according to Destination Door County , the county's official tourism marketing and management organization. The number represents 3.16% of all direct visitor spending in Wisconsin. The increase from 2022 to '23 is 5.6%, nearly the same percentage as the increase in total economic activity.

Thirty-one percent of the direct tourist spending took place in the third quarter of the year, from July to September. That's no surprise, but the next-best quarter was the fourth, October to December, which garnered 25% of the spending, followed by April to June at 23% and January to March with 21%. Destination Door County president/CEO Julie Gilbert said the fourth-quarter percentage is an increase from previous years.

Lodging (which includes second homes and short-term rentals) continued to command the largest share of direct tourist spending in the Door with 48.1% of that $497 million, the report said. Food and beverages combined to be 21.2%, while 14.2% went to retail shopping, 10.8% to recreation and entertainment, and 5.7% for transportation costs.

The remaining $123 million of economic activity is categorized as "indirect impacts" and "induced impacts." Indirect impacts, also referred to as supply-chain impacts, are dollars spent by tourism-related businesses with local suppliers such as utilities and food wholesalers. Induced impacts are dollars spent in the county by workers in the local tourism-related businesses.

Door County's $497 million in direct visitor spending was the seventh-most of Wisconsin's 72 counties, trailing Milwaukee, Dane, Waukesha, Sauk, Brown and Walworth counties. Milwaukee, Dane, Waukesha and Brown are metropolitan areas; Sauk County contains major tourist attractions in Wisconsin Dells, Baraboo and Spring Green; and Walworth County has Lake Geneva and Alpine Valley Music Theatre. For total economic impact, Door County ranks eighth of the state's counties, with Outagamie County edging ahead of the Door.

The report also said tourism was responsible for 3,444 jobs in 2023 in Door County, up 3.4% from 3,311 in '22, and those workers earned a total of $121.6 million, a 7.3% increase from $113.3 million the year before.

Spending by tourists in Door County in 2023 also generated $51 million in state and local taxes, a 6.6% increase from $47.8 million in '22, which Destination Door County noted offset $2,130 per household that would have needed to be taxed on local property owners to maintain existing services.

Those year-to-year increases reported by the study mirror the increase the county saw in room tax collections, from $11.07 million to $11.31 million, up 2.3% for 2023, according to the Door County Tourism Zone Commission.

Gilbert said the rise in visitor spending reflects not necessarily increased prices but instead how potential travelers continue to become more aware of the diverse events and activities the county has to offer, along with the relative affordability of those activities compared to other locations in the state. The county's visual and performing arts scenes, natural beauty and outdoor experiences are well-known across the country, of course, but there's been growing interest from visitors in exploring the county's history, culture and food, she said.

"I think as you see the vast array of experiences available in Door County, that's a contributing factor," Gilbert said. "Our arts, our history, our culinary experiences. And I think we're still affordable for a majority of people traveling.

"Door County is unique in so many ways. You look at other outdoor recreational destinations, we do have that and an incredible arts scene, an incredible performing arts scene, incredible history, then you add the culinary experiences."

Wisconsin’s tourism industry also saw increases in 2023, according to the report, with a record-breaking $25 billion in total economic impact, $15.7 billion in direct spending by 113 million visitors, more than 178,000 jobs in the industry and $1.6 billion generated in state and local taxes.

C ontact Christopher Clough at 920-562-8900 or  [email protected].

MORE:   The Door County theater season is moving into high gear. Here's what's playing this summer

MORE:  Concerts in the park happen in Door County six nights a week. Here's your guide, music fans

FOR MORE DOOR COUNTY NEWS:  Check out our website

Florida tourist hub has most drownings in US

The white sands and aquamarine waters of Panama City Beach make it a bustling tourist destination in the summer. 

It’s also one of the most dangerous places in the nation for beachgoers because of currents that put people at risk of drowning. Local officials have issued countless warnings, but swimmers still venture out. Seven people have died this year from rip currents that pull tourists from the Florida city and the surrounding coastline into the Gulf of Mexico.

Three died at Panama City Beach and four others drowned nearby in unincorporated Bay County. Three men in their mid-20s from Birmingham, Alabama, drowned together at a beach in an unincorporated area on June 21 . There were another two deaths on June 23 – a 59-year-old woman from St. Louis and a 29-year-old man whose hometown wasn't identified.

All seven were tourists who entered the Gulf during single red flag warnings . These mean that dangerous rip currents are expected and lifeguards recommend staying out of the water. This week, Panama City Beach police increased coastal patrols to prevent more people from drowning. Officials issued double red flag warnings, which prevent people from entering the water. Anyone who violates the order is subject to arrest and a $500 fine.

Rip currents kill 4 in 48 hours: Panama City Beach on pace to be deadliest in US

"The double red flag situation is extremely concerning for us," Police Chief J.R. Talamantez said. "I would rather have more officers on the sand as a presence out there to try and prevent people from drowning, than (those) officers looking for traffic infractions.”

Saturday is expected to reach the mid-90s, with heat indices making it feel like it’s well into triple digits. In a morning forecast , the National Weather Service office in Tallahassee said it will be “quite hot and muggy outside.”

Storm watch: Tropical Storm Beryl forms in Atlantic, could be hurricane by Saturday night

But that doesn’t mean tourists in areas with dangerous currents should plunge into the Gulf just yet. NWS also issued a high rip current risk through Sunday morning for all Bay and Gulf counties beaches. “Rip currents can sweep even the best swimmers away from shore into deeper water,” an NWS coastal hazard message said.

Common flag colors used in beach flag warning systems include a green flag for low-hazard conditions, a yellow flag for medium-hazard conditions, one red flag for high-hazard conditions and two red flags for very dangerous conditions. Panama City Beach and Bay County, however, never fly green flags because officials say beachgoers should always be cautious anytime they enter the Gulf. 

Local officials have said beach flags in Bay County do not represent how large waves are at a given time, but indicate how strong the rip currents are. 

"Waves aren't killing people here. Waves aren't the hazard," Daryl Paul, fire rescue beach safety director for Panama City Beach, told the Panama City News Herald. "It's rip currents that are the hazard, and that's what we're flying the flags for."

Last year, Panama City Beach’s rip currents drowned more people than anywhere else in the U.S., according to the National Weather Service. At least eight people died at the Gulf Coast community, making up nearly a third of Florida’s 30 deaths from rip currents. By comparison, in 2023, five people died after being swept up by currents in New Jersey. California, South Carolina and Louisiana each had three deaths. 

During the summer, popular beaches carry hidden dangers: fast-moving channels can drag a swimmer away from shore and exhaust them as they try to fight their way back to safety. The National Ocean Service  estimates  thousands of people are rescued from rip currents each year in the U.S. About 91 people died in rip currents at U.S. beaches, according to weather service data. That was up from the 10-year average of 74 deaths per year.

The NWS recommends swimming near a lifeguard if you're at the beach. If you're caught in a rip current, it’s best to remain calm . Swim parallel to the shore, not toward it, until you’re free of the current. Then swim back to land. If you're unable to escape, face the shore and call or wave for help.

Jeanine Santucci of USA TODAY and Jim Ross of the Ocala StarBanner contributed to this story.

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National tourism indicators, first quarter 2024.

Released: 2024-06-26

$23.7 billion

First quarter 2024

(quarterly change)

$17.9 billion

$5.8 billion

Tourism spending in Canada grew 1.8% in the first quarter, following a 2.4% increase in the fourth quarter of 2023. Tourism gross domestic product ( GDP ) (+1.5%) and jobs attributable to tourism (+0.9%) also rose in the first quarter of 2024.

Increased tourism spending by both Canadians and international visitors in Canada contributed to the rise in the first quarter. Passenger air transport (+4.7%) contributed to nearly two-thirds of total tourism spending growth. Overall, tourism spending rose to 93.3% of its level recorded in the fourth quarter of 2019, before the COVID -1 9 pandemic.

Chart 1  Tourism spending increases

Tourism GDP rose 1.5% in the first quarter of 2024, following a 2.2% increase in the fourth quarter of 2023. Transportation services (+5.3%) was the main contributor to the overall growth in the first quarter of 2024. Economy-wide, real GDP by industry rose 0.6% in the first quarter. On a nominal basis, tourism's share of GDP increased to 1.59%.

Chart 2  Tourism and major industrial sectors, gross domestic product, first quarter of 2024

Tourism jobs increased 0.9% in the first quarter, following a 1.3% gain in the fourth quarter of 2023. Accommodation (+1.6%) and food and beverage (+0.8%) services industries were the largest contributors to job growth in the first quarter of 2024. The total number of jobs in Canada also rose 0.9% in the first quarter, resulting in tourism's share of jobs being unchanged.

Chart 3  Tourism gross domestic product and jobs attributable to tourism increase

Tourism spending by international visitors increases

Tourism spending by international visitors in Canada increased 1.8% in the first quarter, following a 4.0% increase in the fourth quarter of the previous year. Spending on accommodation (+2.0%) and food and beverage (+2.0%) services were the main contributors to the first quarter's increase. Overall, non-resident travellers entering Canada increased 1.7%.

Chart 4  Share of tourism spending in Canada by international visitors edges down

Tourism spending in Canada by Canadians increases

Tourism spending in Canada by Canadians was up 1.9% in the first quarter, following a similar increase in the fourth quarter of 2023 (+1.8%). Domestic tourism spending on passenger air transport (+5.5%) was by far the main contributor to the rise in the first quarter of 2024.

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Sustainable development goals

On January 1, 2016, the world officially began implementing the 2030 Agenda for Sustainable Development —the United Nations' transformative plan of action that addresses urgent global challenges over the next 15 years. The plan is based on 17 specific sustainable development goals.

The national tourism indicators are an example of how Statistics Canada supports the reporting on the global goals for sustainable development. This release will be used in helping to measure the following goal:

  Note to readers

With the first quarter 2024 release of the national tourism indicators, all data starting from the first quarter of 2023 have been revised.

Growth rates for tourism spending and gross domestic product ( GDP ) are expressed in real terms (that is, adjusted for price changes), using reference year 2017, as well as adjusted for seasonal variations, unless otherwise indicated.

Tourism jobs data are also seasonally adjusted.

Tourism's share of economy-wide GDP is calculated from seasonally adjusted nominal values.

Tourism's share of economy-wide jobs is calculated using seasonally adjusted values.

Economy-wide GDP is obtained from Table 36-10-0449-01 . Economy-wide total number of jobs is obtained from Table 36-10-0207-01 . Non-resident travellers entering Canada are obtained from Table 24-10-0054-01 .

For information on seasonal adjustment, see Seasonally adjusted data – Frequently asked questions .

Associated percentage changes are presented at quarterly rates unless otherwise noted.

Non-tourism industries , also referred to as other industries, are industries that would continue to exist in the absence of tourism. For example, retail trade industries, which benefit from tourism activity, would not cease to exist in the absence of tourism. Tourism GDP takes into account the production of these products purchased by tourists.

Non-tourism products , also referred to as other products, are products for which a significant part of its total demand in Canada does not come from visitors, such as groceries, clothing and alcohol bought in stores.

The national tourism indicators are funded by Destination Canada.

Next release

Data on the national tourism indicators for the second quarter of 2024 will be released on September 23.

The Economic accounts statistics portal, accessible from the Subjects module of the Statistics Canada website, features an up-to-date portrait of national and provincial economies and their structure.

The Latest Developments in the Canadian Economic Accounts ( Catalogue number 13-605-X ) is available.

The User Guide: Canadian System of Macroeconomic Accounts ( Catalogue number 13-606-G ) is available.

The Methodological Guide: Canadian System of Macroeconomic Accounts ( Catalogue number 13-607-X ) is available.

Contact information

For more information, or to enquire about the concepts, methods or data quality of this release, contact us (toll-free 1-800-263-1136 ; 514-283-8300 ; [email protected] ) or Media Relations ( [email protected] ).

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