According to the latest forecasts by Demoskopika, summer 2025 is set to be positive for tourism in Italy, with growing data both for arrivals and for presences and tourist spending.
A trend that confirms the strong appeal of our country, but which at the same time requires a strategic vision to face the challenges of a constantly evolving sector.
Tourism Italy: growth in detail
In detail, tourist arrivals are estimated at 65,8 million, with a increase of 3,4% compared to summer 2024. The attendance, which is expected to reach 267,4 million, marking a 2,1% increase compared to the previous summer season.
An expense of 39 billion
Good news also on the spending front: tourists should generate an economic volume of 39 billion euros, with a growth of 0,9%. Numbers that confirm the central role of tourism for the Italian economy, fueled by both the domestic and international markets.
First data from 2025
Positive indications in general for the first 5 months of 2025 (with more foreigners but fewer Italians). Throughout the Bel Paese, the growth of tourists foreign is 0,6%, while the decrease of 1,4% is that of Italian. In Tuscany, a +1,1% was recorded compared to a year ago. Specifically, the estimate of growth in tourism in Tuscany for the upcoming summer period indicates a +0,3%. These are the salient data highlighted by the survey carried out by the Centro Studi Turistici of Florence, on behalf of Toscana Promozione Turistica, on a sample of 606 companies in the sector.
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