In 2024, foreign tourists spent nearly €21 billion in Italy, marking a 40% increase compared to 2022. International tourism continues to be a cornerstone of the Italian economy, with spending highly concentrated in just 20 provinces—these alone account for nearly 75% of total foreign tourist expenditures.

Rome and Milan top the list of cities attracting the most tourist spending, together accounting for over 26% of the national total. Rome leads with €3.63 billion spent in 2024, followed by Milan at €1.85 billion. These two cities benefit from steady year-round tourism driven by culture, business, luxury travel, and major events, making them less vulnerable to seasonal fluctuations.

Following Rome and Milan, the most economically impactful cities for foreign tourism include Venice, Florence, Naples, Verona, Salerno, Bolzano, Brescia, and Como. Other cities in the top 20 include Sassari, Trento, Siena, Messina, Turin, Genoa, Bologna, Palermo, La Spezia, and Bari. American tourists spent more than any other nationality, contributing a staggering €3.82 billion.

When it comes to domestic travel, Italians continue to favor beach destinations, with 24% planning at least one seaside vacation between June and September. Almost evenly split, city breaks, mountain retreats, and small village escapes each attract between 10% and 12% of Italian vacationers. Rural countryside getaways trail slightly at 6%. While Tuscany, Campania, Liguria, Lazio, and Veneto dominate short-trip preferences, Puglia and Trentino-Alto Adige stand out for both short (3–5 nights) and longer vacations. After several years, Sardinia has once again claimed the top spot for week-long or extended trips.

Italy’s vacation industry is booming this summer. In August, seven out of ten hotel rooms in beach towns, mountain resorts, and cultural cities have already been booked. The summer of 2025 is on track to break records. From abroad alone, Italy expects to welcome 38.5 million visitors over the season. Including Italian travelers, that number rises to 70 million—five million more than in 2024. Rome is among the most sought-after destinations, with booking requests up more than 18% from last year. Nationwide, tourism numbers are now surpassing pre-COVID levels.

Tourism accounts for around 13% of Italy’s GDP and generates approximately €250 billion in added value. This summer alone is expected to produce a turnover of €14.7 billion. The sector also supports about 13% of the national workforce, directly or indirectly. Italy’s enduring appeal lies in its unmatched cultural heritage, diverse destinations, improved accessibility—thanks in part to airport upgrades—and still-competitive prices compared to rival countries.

However, success comes with challenges. Rimini, Venice, and Bolzano top the list of destinations most affected by overtourism for the second year in a row, according to Italy’s Tourist Overcrowding Index. Other high-pressure areas include Livorno, Naples, Milan, Trento, Rome, Verona, and Trieste. Provincial tourism hotspots like Aosta, Florence, and Siena also face significant stress on local resources. On the flip side, areas like Rieti, Benevento, Reggio Calabria, Isernia, Avellino, and Campobasso remain largely untouched by mass tourism, experiencing fewer infrastructure strains and minimal impact on quality of life.