Sanremo, the festival generates a tourist business of 200 million

Over 200 million euro Festival effect. This is the estimate of the impact that the seventy-sixth edition of the Sanremo Festival will have on the territory of the town on the Riviera dei Fiori. A trend growing by 9.2% compared to the previous edition and driven by the value of media coverage and brand enhancement, an item worth almost 150 million on its own. This is what is revealed in the 'Sanremo 2026' report by Jfc, a tourism marketing company, which Il Sole 24 Ore anticipates. RAI's advertising expenses and revenues and other items such as the many sponsorships whose effects do not fall on the territory of the 'City of Flowers' have not been considered.

This year, some 7,250 arrivals (+7.3% compared to the previous year) are expected for almost 40 thousand overnight stays (+14.3%) in the municipality, as the average stay reaches 5.5 days. Four-fifths of the guests will stay in the municipality of Sanremo, while the remainder will opt for those in the area. Hotel facilities are chosen by almost two-thirds of the guests. As far as the impact on the real economy is concerned, the estimated direct expenditure, i.e. the consumption of the participants with their staff and other insiders, will be 44 million euro this year. Of this, some 25 million, almost 20 million in the last edition, will go to businesses in the tourism chain and the remaining 19 will fall on local businesses and their staff involved in the running of the Festival. Revenues from the hospitality sector (+27%) and catering and bars (+53%) are expected to rise sharply, while local commerce, according to Jfc estimates, must prepare for a drop in takings. In short, a large audience is expected, many fans and enthusiasts but ready to spend only on essentials. There is also the travel chapter between public and private transport and parking, which is expected to grow by 44%.

"Surveys indicate a growth in admissions also supported by a slight increase in prices leading to double-digit increases," explains Massimo Feruzzi, sole director of Jfc and head of the study. "The situation is different for trade, whose forecasts are negative due to a lower availability of public spending. A public that often takes the 'day trip' to breathe in the air of the Festival. Thousands more guests will be on board the Costa Toscana, a cruise ship moored in the roadstead that becomes another music hub. About 6,000 guests will be on board, who will have the opportunity to disembark in the town and then return on board where events, parties and performances with Max Pezzali are planned.

Then there are the indirect benefits, i.e. those that will be activated in the territory to meet the needs for goods and services for the organisation of the event by the companies involved and the territorial services of various kinds. The impact is calculated at an additional 11.7 million, it was 10 last year, while the induced benefits are estimated at about 7.5 million, less by 2025.

The largest share of the impact comes from the increased visibility brought by the Festival both nationally and internationally. Media coverage in all online and offline media accounts for a little over 101 million, while another 48 million come from increasing the value of the "destination" Sanremo. And finally, there is the medium/long-term legacy, the tangible and intangible spin-offs including an incremental value of the music business nationwide. These have been calculated at just over 7.7 million, a +3.5% increase over 2025.