According to a recent study, more than half of Italians (52%) are familiar with the term "overtourism," and 56% view it as an increasingly pressing issue. Among different age groups, awareness is highest among younger generations: Gen Z leads with 57%, followed by Millennials at 55%, while Gen X and Boomers trail at 48%.

Overtourism is seen as a seasonal issue by most respondents. Specifically, 51% believe it mainly affects the summer months, 21% say it's most noticeable in spring, and 15% think it’s a year-round phenomenon.