Only in Italy, the birthplace of the Roman Colosseum – one of the New 7 Wonders of the World – it is estimated that the turnover reached 14.7 billion euros between the months of June and September.
Tourism in Italy represents 13% of GDP, with an economic value of 228.5 billion euros, and foreign tourism spending is expected to grow by 6.9% this year.
In addition, September recorded the highest occupancy rate in Europe, and July broke the European record for arrivals and overnight stays, while October confirmed an increase in seasonality.
In September, Italy recorded an occupancy rate (44%) higher than that of its main competitors and average rates (€146.20) lower than those of countries such as Greece (€207.30) and Spain (€176.40).
The Italian tourism sector continues to consolidate itself as highly competitive at the international level, registering an occupancy rate even higher than that of August (39.1%) and, in line with the growing trend towards deseasonalization, positive prospects also for October (currently 40.4%).
In addition, Italy’s European leadership in absolute volume is certified, with more than 18 million arrivals and 79 million overnight stays in July, an increase compared to 2024 and the pre-COVID period.
That same month, air traffic also grew, exceeding 23.7 million passengers (+1.8%), in addition to registering an increase in the first seven months of the year (Assaeroporti) and in perception on digital platforms (The Data Appeal Company). It is also worth noting the behavior of the foreign component, both in arrivals and overnight stays and airport passengers, which indicates the consolidation of Italy as a very attractive destination worldwide.
This consolidation is reinforced by the balance of tourism payments, which in the first half of 2025 recorded a surplus of more than 9 billion euros, driven by the simultaneous increase in foreign spending, which increased both in 2024 and 2019.