« Go back Tourism in Italy
According to Sojern’s analyses, flight bookings and hotel searches for Italy increased by 10% in the summer of 2024 compared to the same period in 2023.
Among the key markets, United States stands out as the leading country for both flight bookings and hotel searches (with shares of 25.9% and 31%, respectively). Following are the German market (9.5%) and Italy itself with 8.5% of internal route searches for flights.
The most searched Italian cities are Rome (35.1%), Milan (16.7%), and Venice (9.9%), and the same ranking applies to hotel searches.
Luca Romozzi, Senior International Director Destination at Sojern, stated: “This year, despite the European Championships in Germany and the Olympics in France, Spain and Italy have managed to attract key long-haul markets: North and South America in particular. […] Events certainly serve as major tourist attractors, but Italy, within the European context, always manages to position itself excellently, even in a summer with strong competitors. This is thanks to its undeniable appeal as a destination, especially from international markets”.
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