Tourism continues to boom: 4 million more visitors in July. August is on the rise
This performance was driven mainly by foreign travellers: up 6.0 per cent compared with July 2025
Key points
Price rises, extreme temperatures and geopolitical tensions are not deterring travellers: even in July, tourism figures are on the rise (+4 million visitors compared to 2025) and the outlook for August remains positive, with cities of art recording the biggest increase during the week of Ferragosto and throughout the summer. This picture emerges from an analysis carried out by the statistics office of the Ministry of Tourism based on data from the Alloggiati Web platform of the Ministry of the Interior and Data Appeal.
4 million more visitors in July
Last month, tourist arrivals rose by a total of 4.4% compared with July 2025, driven by the foreign component (+6.0% compared with +2.3% for the Italia component). There was also a positive trend for arrivals, with an overall increase of 4.5%, driven by a rise of 3.8% in domestic arrivals and 5.1% in international arrivals.
In absolute terms, this represents approximately 1 million more arrivals and 4 million additional overnight stays compared with the same month last year.
At regional level, the most significant increases in visitor numbers were recorded in Piedmont (+9.9%), Marche (+8.2 per cent) and Calabria and Friuli-Venezia Giulia (both +7.8 per cent). The only exception was Umbria, where visitor numbers remained essentially stable compared with July 2025 (-0.1%). The hotel sector grew (+2.5%), but the non-hotel sector grew even more significantly (+6.7%).
The July figures are in line with the first half of the year, which saw a 4.9 per cent increase in visitor numbers and a 4.4 per cent rise in arrivals.
