GITNUXREPORT 2025

Italy Tourism Statistics

Italy attracted over 94 million tourists in 2019, supporting €101 billion economy.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

Rome is the most visited city in Italy, with over 11 million visitors annually

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The Colosseum in Rome attracts roughly 7 million visitors per year

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Italy's top three tourist regions are Lombardy, Veneto, and Tuscany

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Italy has over 3,000 UNESCO World Heritage Sites, making it the country with the most UNESCO sites worldwide

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The Vatican Museums alone attract about 6 million visitors each year

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Lake como and Lake Garda are among Italy’s top freshwater destinations, attracting over 4 million tourists combined per year

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Around 1.4 million tourists visit the ancient ruins of Pompeii each year

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Italy's film tourism projects attract fans from around the world to sites like Rome, Venice, and the Dolomites

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Italian attractions such as the Leaning Tower of Pisa have over 6 million visitors annually

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Italy's UNESCO World Heritage cities like Florence and Siena attract over 10 million tourists combined each year

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The number of international visitors to Italy's religious sites, including St. Peter’s Basilica, exceeds 15 million annually

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The most popular Italian destinations for international tourists include Rome, Venice, Florence, Milan, and the Amalfi Coast

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Italy's tourism marketing campaigns have reached an estimated global audience of over 2 billion people annually

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Italy’s road and rail infrastructure supports over 500 million tourist journeys annually, facilitating travel across regions

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The number of eco-tourism accommodations in Italy has grown by 30% over the last five years, indicating increasing demand for sustainable travel options

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Italy’s luxury hotel sector experienced a 10% growth in occupancy rates in 2022 compared to previous years

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The number of foreign tourists staying in Italy’s boutique and luxury accommodations increased by 15% in 2019

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Italy attracted over 94 million international tourists in 2019

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Tourism contributed approximately €101 billion to Italy's economy in 2019

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Italy's tourism sector accounts for about 13% of the country's GDP

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Venice receives approximately 20 million tourists annually

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Italy's coastal regions host approximately 70% of international seaside tourists

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Italian wine tourism contributes around €4 billion a year

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The number of overnight stays by international tourists in Italy was over 500 million in 2019

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The Dolomites attract around 2 million visitors annually for skiing and hiking

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Italian museums saw approximately 50 million visitors in 2019

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Italy's Limoncello is a popular tourist souvenir, boosting local economies in Sorrento and Amalfi Coast

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The Italian fashion industry attracts millions of international tourists to cities like Milan during fashion weeks

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The Amalfi Coast receives approximately 9 million tourists annually

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Tuscany’s wine and cultural tourism brings in over €8 billion annually

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Italy's agriturismo (farm stay) sector has grown by 20% over the past five years

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The number of cruise ship visitors to Italian ports increased by 10% from 2018 to 2019

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The Italian Riviera generates over €3 billion annually from tourism

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Italy’s Christmas markets attract an estimated 10 million visitors during the holiday season

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The Italian holiday villa rental market is worth approximately €2 billion annually

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The number of foreign visitors to Italy’s Cinque Terre increased by 15% from 2018 to 2019

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Italy’s ski resorts host approximately 4 million visitors annually

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Italy's UNESCO heritage sites generate around €2.5 billion annually from tourism

Statistic 39

The island of Sardinia sees over 3 million tourists annually, especially during summer

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Italy's luxury tourism industry contributes roughly €5 billion per year

Statistic 41

The number of backpackers traveling through Italy increased by 12% in 2019

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Rome's Vatican Museums reported a 5% increase in visitors in 2022 compared to 2019

Statistic 43

Italy ranks 3rd globally for international tourist arrivals after France and Spain

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The Italian culinary tourism sector generates over €3 billion annually, with food festivals and tours playing a key role

Statistic 45

Italy's historic cities like Florence and Venice saw a reduction of visitor numbers during the COVID-19 pandemic but are recovering

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The average spend per tourist in Italy is approximately €600 per day

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Italian beaches are awarded over 300 Blue Flags for water quality and safety, attracting eco-conscious tourists

Statistic 48

Italy's cultural festivals, including the Venice Carnival and Verona Opera Festival, attract millions annually

Statistic 49

Italy's tourist arrivals peaked in 2019, prior to COVID-19, with over 94 million visitors

Statistic 50

The mountain regions of Italy, including the Dolomites and Alps, see around 3 million winter tourism visits each year

Statistic 51

The number of sustainable tourism initiatives in Italy has increased by 25% over the last three years

Statistic 52

Italy's rural tourism sector is valued at over €1 billion annually, expanding rapidly

Statistic 53

The Mediterranean coast of Italy is one of the world’s top three summer holiday destinations, with millions visiting yearly

Statistic 54

Italian olive oil and gastronomy tours are increasing in popularity, drawing over 1 million tourists annually

Statistic 55

Italy's ski season starts as early as November and extends into April, supporting a vibrant winter tourism industry

Statistic 56

The number of visitors to Italian art galleries increased by 8% from 2018 to 2019

Statistic 57

Italy’s cultural heritage sites generate roughly €1.8 billion annually through entrance fees and related activities

Statistic 58

The industrial tourism in Italy, such as vineyard and olive farm visits, accounts for about €1 billion annually

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Italy's spa and wellness tourism sector is valued at over €2 billion, attracting health tourists worldwide

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Italy's film tourism, linked to movies and series shot in Italy, boosts local economies by approximately €500 million per year

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The number of cycling tourists in Italy increased by 22% from 2018 to 2019, driven by Italy’s scenic routes like Dolomites and Tuscany

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Italy’s holiday accommodation bookings during summer peak season rose by 18% in 2019 compared to 2018

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Over 50% of tourists visiting Italy are from Europe, with Germany and France leading

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About 85% of international tourists come to Italy for leisure purposes, including sightseeing and relaxation

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Italy’s key tourist demographic includes visitors aged 35-54, making up nearly 40% of tourists

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Key Highlights

Italy attracted over 94 million international tourists in 2019
Tourism contributed approximately €101 billion to Italy's economy in 2019
Rome is the most visited city in Italy, with over 11 million visitors annually
Italy's tourism sector accounts for about 13% of the country's GDP
The Colosseum in Rome attracts roughly 7 million visitors per year
Italy's top three tourist regions are Lombardy, Veneto, and Tuscany
Venice receives approximately 20 million tourists annually
Over 50% of tourists visiting Italy are from Europe, with Germany and France leading
Italy's coastal regions host approximately 70% of international seaside tourists
Italian wine tourism contributes around €4 billion a year
The number of overnight stays by international tourists in Italy was over 500 million in 2019
Italy has over 3,000 UNESCO World Heritage Sites, making it the country with the most UNESCO sites worldwide
The Dolomites attract around 2 million visitors annually for skiing and hiking

Italy’s allure as a premier tourist destination is undeniable, welcoming over 94 million visitors in 2019 and contributing €101 billion to its economy, with iconic sites like Rome’s Colosseum and Venice’s canals drawing millions and diverse regions from Tuscany to Sardinia offering a rich tapestry of cultural, gastronomic, and natural experiences.

Major Tourist Destinations and Landmarks

Rome is the most visited city in Italy, with over 11 million visitors annually
The Colosseum in Rome attracts roughly 7 million visitors per year
Italy's top three tourist regions are Lombardy, Veneto, and Tuscany
Italy has over 3,000 UNESCO World Heritage Sites, making it the country with the most UNESCO sites worldwide
The Vatican Museums alone attract about 6 million visitors each year
Lake como and Lake Garda are among Italy’s top freshwater destinations, attracting over 4 million tourists combined per year
Around 1.4 million tourists visit the ancient ruins of Pompeii each year
Italy's film tourism projects attract fans from around the world to sites like Rome, Venice, and the Dolomites
Italian attractions such as the Leaning Tower of Pisa have over 6 million visitors annually
Italy's UNESCO World Heritage cities like Florence and Siena attract over 10 million tourists combined each year
The number of international visitors to Italy's religious sites, including St. Peter’s Basilica, exceeds 15 million annually
The most popular Italian destinations for international tourists include Rome, Venice, Florence, Milan, and the Amalfi Coast

Major Tourist Destinations and Landmarks Interpretation

Italy’s allure is unrivaled, attracting millions yearly—from Rome’s ancient renaissances and the Colosseum’s 7 million visitors to its UNESCO-rich cities, stunning lakes, and iconic sites—proving that with over 3,000 UNESCO sites and 15 million religious pilgrims, Italy’s tourism kingdom is as timeless as its history.

Marketing and Promotional Strategies

Italy's tourism marketing campaigns have reached an estimated global audience of over 2 billion people annually

Marketing and Promotional Strategies Interpretation

With over 2 billion viewers annually, Italy's tourism marketing campaigns are not just showcasing beautiful landscapes—they're delivering an unmistakable message: Italy remains an irresistible magnet for global travelers, blending charm with strategic outreach.

Tourism Infrastructure and Accommodation

Italy’s road and rail infrastructure supports over 500 million tourist journeys annually, facilitating travel across regions
The number of eco-tourism accommodations in Italy has grown by 30% over the last five years, indicating increasing demand for sustainable travel options
Italy’s luxury hotel sector experienced a 10% growth in occupancy rates in 2022 compared to previous years
The number of foreign tourists staying in Italy’s boutique and luxury accommodations increased by 15% in 2019

Tourism Infrastructure and Accommodation Interpretation

Italy's thriving tourism sector, marked by a 30% rise in eco-friendly stays and a 15% boost in luxury Niche accommodations, underscores a nation gracefully balancing its cultural allure with a growing appetite for sustainable and upscale travel, all seamlessly supported by its robust infrastructure.

Tourism Revenue and Economic Impact

Italy attracted over 94 million international tourists in 2019
Tourism contributed approximately €101 billion to Italy's economy in 2019
Italy's tourism sector accounts for about 13% of the country's GDP
Venice receives approximately 20 million tourists annually
Italy's coastal regions host approximately 70% of international seaside tourists
Italian wine tourism contributes around €4 billion a year
The number of overnight stays by international tourists in Italy was over 500 million in 2019
The Dolomites attract around 2 million visitors annually for skiing and hiking
Italian museums saw approximately 50 million visitors in 2019
Italy's Limoncello is a popular tourist souvenir, boosting local economies in Sorrento and Amalfi Coast
The Italian fashion industry attracts millions of international tourists to cities like Milan during fashion weeks
The Amalfi Coast receives approximately 9 million tourists annually
Tuscany’s wine and cultural tourism brings in over €8 billion annually
Italy's agriturismo (farm stay) sector has grown by 20% over the past five years
The number of cruise ship visitors to Italian ports increased by 10% from 2018 to 2019
The Italian Riviera generates over €3 billion annually from tourism
Italy’s Christmas markets attract an estimated 10 million visitors during the holiday season
The Italian holiday villa rental market is worth approximately €2 billion annually
The number of foreign visitors to Italy’s Cinque Terre increased by 15% from 2018 to 2019
Italy’s ski resorts host approximately 4 million visitors annually
Italy's UNESCO heritage sites generate around €2.5 billion annually from tourism
The island of Sardinia sees over 3 million tourists annually, especially during summer
Italy's luxury tourism industry contributes roughly €5 billion per year
The number of backpackers traveling through Italy increased by 12% in 2019
Rome's Vatican Museums reported a 5% increase in visitors in 2022 compared to 2019
Italy ranks 3rd globally for international tourist arrivals after France and Spain
The Italian culinary tourism sector generates over €3 billion annually, with food festivals and tours playing a key role
Italy's historic cities like Florence and Venice saw a reduction of visitor numbers during the COVID-19 pandemic but are recovering
The average spend per tourist in Italy is approximately €600 per day
Italian beaches are awarded over 300 Blue Flags for water quality and safety, attracting eco-conscious tourists
Italy's cultural festivals, including the Venice Carnival and Verona Opera Festival, attract millions annually
Italy's tourist arrivals peaked in 2019, prior to COVID-19, with over 94 million visitors
The mountain regions of Italy, including the Dolomites and Alps, see around 3 million winter tourism visits each year
The number of sustainable tourism initiatives in Italy has increased by 25% over the last three years
Italy's rural tourism sector is valued at over €1 billion annually, expanding rapidly
The Mediterranean coast of Italy is one of the world’s top three summer holiday destinations, with millions visiting yearly
Italian olive oil and gastronomy tours are increasing in popularity, drawing over 1 million tourists annually
Italy's ski season starts as early as November and extends into April, supporting a vibrant winter tourism industry
The number of visitors to Italian art galleries increased by 8% from 2018 to 2019
Italy’s cultural heritage sites generate roughly €1.8 billion annually through entrance fees and related activities
The industrial tourism in Italy, such as vineyard and olive farm visits, accounts for about €1 billion annually
Italy's spa and wellness tourism sector is valued at over €2 billion, attracting health tourists worldwide
Italy's film tourism, linked to movies and series shot in Italy, boosts local economies by approximately €500 million per year
The number of cycling tourists in Italy increased by 22% from 2018 to 2019, driven by Italy’s scenic routes like Dolomites and Tuscany
Italy’s holiday accommodation bookings during summer peak season rose by 18% in 2019 compared to 2018

Tourism Revenue and Economic Impact Interpretation

Italy's 94 million tourists in 2019 not only infused approximately €101 billion into its economy—equal to about 13% of GDP—but also showcased a nation where cultural, culinary, and coastal treasures continue to turn every visit into a billion-euro affair, even as the pandemic's shadow quieted some iconic sites, reminding us that Italy's enduring allure is as much about resilience as it is about romance.

Visitor Demographics and Preferences

Over 50% of tourists visiting Italy are from Europe, with Germany and France leading
About 85% of international tourists come to Italy for leisure purposes, including sightseeing and relaxation
Italy’s key tourist demographic includes visitors aged 35-54, making up nearly 40% of tourists

Visitor Demographics and Preferences Interpretation

Italy’s enduring allure, drawing over half its visitors from Europe—primarily Germany and France—alongside a vibrant 85% seeking leisure, underscores its timeless appeal to the 35-54 age group, blending its rich history with a modern zest for relaxation.