Summer holidaymakers on the rise: positive forecast for Italian tourism in 2025

These are the 'Turism forecast summer' by Demoskopika, which estimated the main tourism indicators: arrivals, presences and direct tourism expenditure.

In particularthe share of foreign presences stands at 51.6% with no less than 35.7 million arrivals and just under 138 million overnight stays.

In particular, for 2024 and 2025, a per capita spending per holiday has been estimated at EUR 608 and EUR 593 respectively. We will leave but with the will to spend less.

"It will be a positive summer for Italian tourism," comment the Demoskopika Institute researchers, "with numbers indicating a growing trend, confirming the good health of the sector. A significant increase that translates into more confidence, more movement and more economy for the territories. More cautious is the dynamic of foreigners, who still continue to choose Italy but with a slight drop in overall presences. The data suggests that international travellers, while remaining fond of the Italian destination, tend to reduce the length of stay, perhaps due to the combined effect of costs and increasing competition from other countries. And it is precisely tourist spending that represents a key point, registering an increase compared to 2024. But the signs are clear: more far-sighted strategies are needed to prevent rising costs, starting with those related to transport, from thwarting the season's economic potential. More reactive and, above all, proactive governance is needed now more than ever. Investing in quality, innovation and sustainability of the tourism offer - Demoskopika researchers conclude - could be the key to transforming this quantitative growth into a real leap in value for Italian tourism".

In the estimation of tourism expenditure, items related to accommodation services, food services, transport services, any car rental, travel agency services and other booking services, cultural services, sports and recreational services, shopping and other expenses were included.