According to a report by ENIT (Agenzia Nazionale del Turismo) more than 4,000 concerts, festivals, conferences and sporting events, in addition to the traditional attractions, will attract more than 28 million visitors, both national and international, in the period June-September 2024.
It should be remembered that in Rome there is one of the most outstanding attractions in Italy, the Roman Colosseum, one of the New 7 Wonders of the World since 2007, considered one of the most visited tourist places in the country. The Colosseum or Flavian Amphitheatre is an amphitheater from the time of the Roman Empire, built in the 1st century.
On the other hand, traditions, roots and identity is what the events of the lesser-known peoples and destinations offer, but at the same time more authentic and genuine, those that play a fundamental role. In fact, village festivals and festivals can register an increase in attendance with a 63.8% increase compared to 2023.
In general, 20,000 festivals are held in Italy every year, which attract 48 million visitors, mostly young people (31%) and families (45%).
The two main catalysts are the approximately 290 sporting events, in which more than 17 million attendees will participate, and the 2,000 musical shows, in which more than 5 million people will participate. In addition, 3.5 million spectators will attend the cataloged medium-impact concerts and almost a million will attend the high-impact concerts.
The 800 festivals and 100 exhibitions, capable of attracting 3.7 and 1.7 million participants respectively, are also significant.
According to ENIT estimates based on Data Appeal, ISTAT and Bankitalia, from June to September about 1.6 million passengers are expected at Italian airports, of which 82.7% will be from abroad and 17.3% from national origin, with an increase of 4% of the Italian component compared to the same period in 2023.
Among the top 20 countries of origin analyzed, almost 30% of airport customers are of European origin. The United States, with more than 285,000 passengers expected, would represent 18.3% of the total and is the main incoming market, followed by France, Germany, and then Spain and the United Kingdom.
In general, flights are booked 120 days before departure, for a stay of at least 12 nights.
“Under the blue summer sky, the brightest stars are the lesser-known towns and places, the smallest. Where you can breathe and live the most true, sincere and fascinating Italy, both for the Italians themselves and for the foreigners. The important figures generated by the village festivals, in fact, show how these small jewels of our tourist offer are a fundamental element for the entire sector and to reinforce the identity of the Italian brand. Thanks also to the synergy launched by the Ministry, the Regions and the Territories, which has allowed – through specific investments, such as resources for small municipalities with a tourist vocation – to discover, rediscover and value the so-called minors, which represent extraordinary opportunities for the sustainable development of the sector and the economic well-being of the nation,” said the Minister of Tourism Daniela Santanchè.
“Sustainable tourism and the valorization of traditions create a perfect combination to support the local economy and attract a younger audience interested in its roots. With more than 800 sports, musical and cultural events scheduled in the area, Italy confirms that it has the right levers to diversify the motivation engines of travel and attract more and more foreign tourists, even to the internal and lesser-known areas, where the most authentic cultural, artistic and gastronomic traditions of Italy are located, which allows us to make truly sustainable decisions, prolong the season and generate economic and employment development through tourism,” explained the president of ENIT, Alessandra Priante.