Il Italian tourism continues to run and prepares for a new growth cycle, increasingly oriented towards quality and international visitors. In 2025, Italy recorded over 160 million arrivals, with a 15% increase compared to 2024, marking a new record for the hospitality sector. This data emerges from the latest “Hospitality Snapshot” made by the department Research & Data Intelligence by Patrigest | Gabetti Group, which photographs a market undergoing strong transformation.
The main driver of growth is the foreign tourismFor the third consecutive year, international arrivals exceeded domestic ones, reaching 55% of the total. This trend confirms Italy's growing appeal on global markets. In 2025, tourism generated approximately 240 billion euros in contribution to GDP and 13,2% of national employment. According to ENIT estimates, by 2035, the sector's economic value could exceed 282 billion euros, accounting for nearly 16% of employment.
“Italian tourism continues to demonstrate an extraordinary capacity for growth and attraction, supported by an increasingly strong international demand and by a growing interest of investors in our country”, commented Luca Dondi, CEO of Patrigest | Gabetti Group, adding: "The market is evolving toward higher-quality products and services, with a strong expansion of the luxury segment and entrepreneurial hospitality solutions. Maintaining competitiveness, however, will require investments in sustainability, innovation, and seasonal adjustments to the offering, while addressing the challenges of geopolitical scenarios and climate change. The outlook remains positive thanks to growing international flows and interest in emerging markets such as Southern Italy, the lakes, and high-end Alpine destinations."
Tourism in Italy: art cities and new destinations on the rise
The new boom in Italian tourism doesn't just concern the most popular destinations, but also new areas of the country. Arrival methods are also changing: the number of foreign visitors is decreasing. cars e nave, while those away grow plane e train, strengthening the role of airports and international connections. "Airport traffic trends are one of the most significant indicators of the health of Italian tourism," he explained. Nico Di Benedetto, Head of Alternative Investments at Great | Gabetti Group, highlighting the growth of ports such as Naples, Catania, Palermo, and Bari, which are increasingly important for new tourist flows.
Le Beach resorts remain the main choice of Italians, with 29% of arrivals and 37% of presences, while foreigners prefer above all the big cities. Compared to 2019, arrivals in urban centers increased by 28%, and those in lakeside resorts by 25%. Foreign arrivals are also growing: +39% in large cities, +36% in cultural and seaside destinations, +33% in lakes and mountains. Rome e Milan remain the two main Italian tourist hubs, but the weight of new destinations is growing. In Southern Italy, Bari, Palermo, Salento ed Aeolian, while among the cultural cities stand out Lucca e Pisa.
"Italian demand remains tied to historic destinations, with Rome growing, while Milan and the Romagna Riviera are seeing a slight decline, a sign of mature demand. The South is the most dynamic area, with Bari, Palermo, and the Aeolian Islands among the fastest-growing destinations," he emphasized. By Benedetto.
Luxury hotels on the rise: 5-star hotels soar
The great transformation of Italian hospitality concerns the high-end segment. 5 star hotel they grew by 46% compared to 2019, with a further +5% in the last year, while 4-star hotels recorded a +13% compared to the pre-pandemic period and now represent 38% of bed spaces. In difficulty instead the lowest bands: One-star hotels decreased by 10% and two-star hotels by 9%. Three-star hotels remain the largest segment, accounting for 45% of the properties, but without significant growth.
The new market phase therefore focuses on more exclusive hotels, personalized services, and experiences dedicated to a more affluent international clientele. Of the 269 new openings planned between 2026 and 2029, 39% will be in the luxury segment, with Rome at 14% and Milan at 13%.
Four- and five-star hotels are concentrated mainly in large cities such as Rome, Milan, and Venice, where foreigners represent 57% of the clientele and the average stay reaches 3,1 days, with the United States and Germany among the main markets.
Short-term rentals: a new face of hospitality is growing.
The growth of tourism also depends on non-hotel facilities. The rental accommodation Both entrepreneurial and non-entrepreneurial accommodations increased by 33% compared to 2019 and now represent 89% of non-hotel accommodations and 61% of bed spaces. Over the past twenty years, this segment has seen a strong acceleration, especially among foreigners: arrivals in non-hotel accommodations have increased by 382%, compared to +52% in hotels. Agritourism and holiday homes (+10%), campsites and holiday villages (+9%), and, more slowly, B&Bs (+3%) are also growing.
In the first three months of 2026, over 144 million room nights were booked in Europe through online platforms, growing 10% annually. Italy is the third-largest European market in terms of volume after Spain and France. Rome and Milan lead the way in arrivals, while Venice and Florence are among the most profitable cities for short-term rentals.
Hospitality Investments: €2,2 Billion by 2025, Rome and Milan at the Center
The success of Italian tourism is also reflected in the investmentsIn 2025, the European hospitality market is expected to exceed €25 billion in transactions, a 15% increase compared to 2024. Italy reached €2,2 billion in investments, equal to 9% of the European market, ranking fourth in Europe. In the first six months of 2026, the sector attracted nearly €1,2 billion, confirming the sector's solidity. Investors' choices are primarily driven by high-end hotels: approximately 85% of volumes are in 4- and 5-star properties.
Milan It was the most dynamic market in the first half of 2026, with around 30% of Hospitality investments, also thanks to Covivio's acquisition of a portfolio of four hotels for over 200 million euros. Rome has collected over 20% of the volumes, while interest in Lake Como, Sicilia, Puglia and luxury Alpine destinations.
"Looking ahead to the coming years, we expect Italian tourism to become increasingly international. Growth in foreign visitors will continue to drive the market, while domestic demand will tend to stabilize after the strong recovery of recent years," he concluded. Nico Di Benedetto. "The ability to attract foreign visitors will become a key competitive factor for destinations and operators. Growth will increasingly shift toward shoulder seasons and destinations capable of offering sustainable, accessible, and resilient experiences."
