From tourism to major events, Italy grinds out record numbers

Anglo-Saxon observers have dubbed it 'hedonistic impatience'. It is that sort of very particular 'impatience to enjoy' that has touched young adult audiences to the core, having archived the very complicated season of Covids and various lockdowns. A phenomenon that, here in Italy, in the last two years has been punctually confirmed by the economic data concerning big events and related induced activities, but also by those of tourism in general. And it is no coincidence that companies producing events and festivals, as well as players in the tourism sector, occupy prominent places in the new Leaders of Growth 2025 ranking by Statista and Il Sole 24 Ore.

For concerts it is a magical moment: the latest Siae Yearbook of Performing Arts shows that for 2023 it greeted 28.2 million spectators at concerts (+70% on 2019) and an audience expenditure of 967.4 million, up 33% on the previous year and 88% on 2019. Never before had concert revenue in Italy been close to one billion.

It is well known that a great entertainment event brings with it an economy. Take, for example, the D/Ai Destinations report by The Data Appeal Company: it turns out that this year the Lucca Summer Festival was the music event that generated the most induced revenue in the area. We are at 33 million, against direct takings of 16 million. Umbria Jazz followed with 29 million induced revenue and Rock in Roma at 25 million.

Add to this the fact that in 2023 Italian tourism exceeded the numbers of 2019. The more than 134 million arrivals (+2.3% compared to pre-pandemic values) and 451 million presences in accommodation establishments (+3.3% compared to pre-pandemic values) last year represent an absolute historical record.