Srm: Inclusive tourism is worth 10 billion across Italia, with more than three billion in the South

In Italia, accessible and inclusive tourism accounts for around 9 million arrivals and 38.6 million overnight stays, representing approximately 8.3 per cent of the country’s total tourist overnight stays. Applying the SRM multiplier of 138 euros of added value per overnight stay, the sector can generate approximately 5.3 billion in direct added value. Taking into account the indirect and induced effects on local supply chains – accommodation, catering, transport, retail, services, and recreational and cultural activities – the total value generated is estimated at around 9.8 billion. In the South, the figure is more than three.

The figures from the study – previewed in *Il Sole 24 Ore* – are striking. SRM (a research centre affiliated with the Intesa Sanpaolo Group) is presenting them today at the 2026 BMTA (Mediterranean Archaeological Tourism Exchange), which is being held in Paestum until Sunday.

The study begins by making one thing clear: accessible tourism can no longer be regarded as a niche market. Rather, it is an increasingly integral part of tourism demand, particularly in the cultural sector. Furthermore, it also acts as a catalyst for transformation within businesses and destinations. A survey of 1,000 independent hotel businesses shows that 44.5 per cent of Italian operators have already incorporated accessibility into their strategic plans. In Southern Italy, this figure drops to 38.2 per cent. The proportion of businesses already investing in new services stands at 10.3 per cent in Southern Italy, compared with 16.9 per cent for Italia as a whole. The proportion already offering innovative services, however, is identical at 6.5 per cent. “But the intentions of operators,” explains Salvio Capasso, head of business and regional affairs at SRM, “suggest a recovery is on the cards.”

Accessibility can also help to reduce seasonality and spread visitor flows across the region. A proportion of older travellers and those with specific needs are less interested in peak seasons and more inclined towards leisurely, safe and well-organised experiences. Furthermore, people with accessibility needs often travel with family members, carers or in groups. Small museums, villages, inland areas and less crowded archaeological sites can attract this type of clientele. However, it is essential that access is genuinely made possible through adequate and well-organised infrastructure.

Recently published Istat figures identify 4,677 museums and similar institutions open to the public in Italia. These include art galleries, archaeological sites and parks, monuments and monumental complexes. Overall, these institutions recorded approximately 140.8 million visitors in 2025, reflecting the scale that cultural participation has already reached in the domestic market. In Southern Italy, cultural provision is particularly significant. There are 1,176 institutions open to the public, accounting for 25.1 per cent of the Italian total, whilst the number of visits recorded in 2025 amounted to approximately 30.2 million, representing 21.4 per cent of the national figure. The archaeological sector stands out in particular: 149 archaeological sites and parks, accounting for 50.7 per cent of the Italia total. The fact that the heritage sector accounts for a larger share of the total than the number of visits suggests potential for further development, particularly if the attractions are linked to accessible routes, local services and itineraries capable of involving even the least-visited sites.