Travel industry

Tourism: Americans in cities of art, Brits on the islands. A Polish surprise in the South

The geography of foreign travellers in August 2026, according to Uber data

by Rome Editorial Staff

13 September 2026

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Versione italiana

Key points

Americans with a passion for cities of art
Uber is attracting more and more Italian users
Poland’s surprise in the South

3' min read

Translated by AI

Versione italiana

Americans in cities of art, Britons in Sardinia and Sicily, and Poland showing strong growth: the figures from Uber reveal the geography of international visitors who, in August – the busiest month for tourism – used the digital platform’s app for private car transport in some of Italy’s leading destinations.

Americans with a passion for cities of art

In Rome, the United States is the main country of origin among the international users analysed. Americans account for almost one in four international Uber users, although the US presence remains largely stable. The United Kingdom remains in second place, with growth of 13 per cent compared with August 2025. Brazil is also on the rise, up 14 per cent.

In Florence, the influence of the United States is even more evident: in August, the number of American visitors who used Uber was almost equal to that of Italian users. Behind the US, the United Kingdom saw growth of 10 per cent, whilst Spain and Brazil both recorded an 18 per cent increase.

In Milan too, the United States and the United Kingdom occupy the top two spots among international visitors. Visitor numbers from the US remain broadly stable, whilst those from the UK have risen by 5 per cent. However, the biggest increase has come from Spain, with a rise of 21 per cent.

Uber is attracting more and more Italian users

The summer snapshot also highlights another trend: Uber is no longer just a service for visitors from abroad. Compared with August 2025, the number of Italian users has risen by 26 per cent in Milan and by 22 per cent in Rome, indicating that the app is becoming increasingly popular even amongst those who live and travel regularly within Italia.

Poland’s surprise in the South

In seaside resorts, the ranking changes. In Olbia, the gateway to Sardinia, British visitors lead the way among international tourists, with growth of 32 per cent compared with last summer. Growth among German visitors was even stronger, +37 per cent, whilst France remains one of the main markets.

In Palermo, the United Kingdom is once again in the lead and has seen a significant surge: +39 per cent compared with August 2025. Next come Germany and the United States. The surprise, however, is Poland, where visitor numbers have more than doubled in a year.

In Naples, the United States is once again leading the way, followed by the United Kingdom. The American presence remains stable, whilst the Spanish presence is growing, up 23 per cent.

In Bari, international tourism, on the other hand, has a distinctly European flavour: the United Kingdom, France and Poland occupy the top three spots, all showing growth of around 25 per cent compared with the summer of 2025. And Calabria, in its first summer with UberX, presents yet another picture: Poland is the main country of origin among international visitors who have used the app, ahead of Germany, the United Kingdom and the United States.

“August offers us an interesting snapshot of how the profile of international visitors varies from one destination to another in Italia. For many people visiting our country, Uber is an app they are already familiar with and use at home. Being able to access the same service once they arrive at their destination can make getting around a new place a little easier,” commented Davide Archetti, Uber’s General Manager for Southern Europe.

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