Tourism

Piedmont, attendance up 4.2% in the first six months

The Region's Tourist Observatory: foreigners account for 50 per cent of the total; visitor spending has reached 388.6 million euro

3 August 2024

2' min read

Key points

A growing trend
German visitor record
Cultural destinations

2' min read

Piedmont continues to consolidate its position on the Italian tourism scene, recording an increase in flows in the first half of 2024.

According to the latest report published by the Piedmont Region-Visit Piedmont Tourism Observatory, arrivals increased by 2.2% and presences by 4.2% compared to the same period in 2023. This increase was particularly supported by foreign tourism, with foreign overnight stays reaching 50% in the first six months, up from 49.2% last year, and spending volumes exceeding 388.6 million euro in the first six months of the year.

A growing trend

The results 'testify that Piedmontese tourism is in good health and continues to grow. The figures for the first six months of the year are the result of the many investments in the promotion and development of our tourism offer, as well as the major events,' said the President of the Piedmont Region, Alberto Cirio. After the great result achieved in 2023 with over 16 million overnight stays, the positive trend for tourism in Piedmont continues.

"The Observatory's data, for the first half of 2024, indicate a growth in arrivals and presences in Turin, in the mountains and in the hills despite the adverse weather conditions in May and June," added the president of Visit Piedmont, Beppe Carlevaris, emphasising that "particularly interesting is the consistent increase in spending by foreign tourists in the mountain areas, an area that recorded an important +44.5% compared to the first six months of 2023.

The primacy of German visitors

International tourism saw a significant increase, with a 3.1% rise in arrivals and 5.9% in stays. Germany remains the largest foreign market, followed by France, the United Kingdom, Switzerland and Benelux, all of which saw growth in overnight stays. The United States recorded a significant 16% increase in arrivals compared to the first half of 2023, which confirms a renewed interest of American tourists for our region already noted last year when Piedmont closed a record year with 6 million arrivals and 16 million presences.

These figures consolidate the trend that in 2023 saw foreign tourists (52%) outnumbering Italian tourists at the end of the year. In the first half of 2024, foreigners mainly chose Turin and its first belt and the Lake District (respectively, 32% and 30% of total arrivals in the six months), mainly concentrated in May and June (respectively, 27% and 23% of total arrivals in the six months).

Cultural Destinations

The Cultural Observatory also noted a significant increase in tourism in the first six months of the year, with a 14% year-on-year increase in the five most visited museums in Piedmont. A total of 1,888,227 admissions were recorded, with the Egyptian Museum in first place, with over 552,607 visitors. They are followed by the National Museum of Cinema with 447,704 admissions, the Royal Museums with 393,925, the Venaria Reale with 282,852 and the Mauto with 205,139 visitors. These museums are not only among the most visited, but probably also among the travellers' favourites.