« Go back Italy and International Tourism in 2024
In 2024, the Italian tourism sector experienced significant growth, further consolidating the country’s position as one of the most visited destinations worldwide. According to estimates from Assoturismo, Italy recorded a total of 458.5 million tourist presences, reflecting a 2.5% increase compared to the previous year. This growth was primarily driven by the influx of foreign visitors, who accounted for over 55% of total presences, reaching 251.5 million—an increase of 7.4% compared to 2023.
Conversely, domestic tourism experienced a slight decline of 2.8%, highlighting the country's increasing reliance on its international appeal. The surge in foreign tourist flows was led primarily by visitors from Germany, which remains Italy’s key reference market.
German tourists accounted for over 10% of total arrivals, with 13.5 million visitors. The United States ranked second, contributing 7.6 million arrivals—a remarkable 40% increase from the previous year. This data underscores the growing interest of the U.S. market in Italy’s historical and scenic attractions, particularly in art cities such as Rome, Florence, and Venice.
European tourism also played a crucial role in overall growth. France contributed 5.3% of total arrivals, followed by Spain with 4.3% and the United Kingdom with 3.9%. Tourist flows from Switzerland and Austria were also significant, thanks to their geographical proximity and strong cultural ties with Italy. Beyond Europe, the Chinese market showed signs of recovery after a slowdown caused by the pandemic, while Japan and Australia exhibited moderate growth, although their numbers remained lower compared to the major source countries.
Seasonal trends confirmed the centrality of the summer months for Italian tourism, with approximately 215 million presences recorded between June and September. However, a partial destagionalization of tourist flows was observed, with a notable increase in visitors during the spring and autumn months. This phenomenon was supported by targeted promotional strategies, improvements in hospitality infrastructure, and the expanding offer of cultural and gastronomic tourism—sectors that increasingly attract an international audience seeking high-quality travel experiences.
Italy’s art cities continued to be among the top attractions for foreign visitors, with Rome, Florence, Venice, and Milan leading the ranking of the most visited destinations. In addition to urban centres, coastal and rural areas also experienced a rise in tourism, driven by the growing demand for sustainable and experiential travel.
The gastronomic sector played a key role in enhancing Italy’s attractiveness, as more tourists chose the country for wine tastings and regional food experiences. The increase in foreign tourist arrivals had positive repercussions across various sectors of the Italian economy, including retail, hospitality, and transportation.
Notably, the luxury segment benefited from the arrival of high-spending tourists, particularly from the United States and the Middle East. However, the expansion of tourism also raised several challenges, such as increased pressure on urban infrastructure and the need to manage visitor flows sustainably in the most popular destinations. In conclusion, 2024 reaffirmed Italy’s status as one of the leading global tourism destinations, with growth primarily driven by international visitors.
The diversification of source markets, combined with strategies aimed at enhancing cultural and natural heritage, contributed to strengthening the sector and laying the foundation for further development in the coming years. To maintain and reinforce this positive trend, it will be essential to invest in sustainable tourism, digitalization of services, and promotional policies capable of attracting an increasingly broad and diverse audience.
13 February 2025