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Italy Tourism Market

Market Insights on Italy Tourism covering sales outlook, demand forecast & up-to-date key trends

Italy Tourism Market By Age, Visit Purpose, Demographic, Nationality, Tour Type, Tourism Type & Region – Forecast 2022–2032

Italy Tourism Market Outlook

As per the latest findings of Future Market Insights, tourism revenue in Italy is expected to be US$ 23.1 Bn by the end of 2022. In the long-term, the Italy tourism is estimated to reach at around US$ 43.8 Bn in 2032. Nearly 8 million travellers visited Italy in the first half of 2022 amounting to US$ 5.4 Billion.



Travel Gross Revenue (2022)

~US$ 23.1 Bn

Projected Market Size (2032)

~US$ 43.8 Bn

Value CAGR (2022-2032)


Italy Tourism Market Top Players Share in 2021


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2017-2021 Italy Tourism Market Outlook Compared to 2022-2032 Forecast

As per the latest update by Future Market insights, this coming year around 92 million arrivals is expected to happen, with 343 million overnight stay in Italy. Furthermore, with rising awareness of sustainable tourism in Italy and other European regions, the overall demand is forecast to increase at a prolific CAGR between 2022 and 2032.

The growth in average sending per tourist has increased many-folds over the course of the historic period. On average, each of the tourists arriving in 2020 spent about 450 US dollars. Conversely, the inhabitants of Italy spend as much as 511 dollars a year when they themselves spend vacations abroad. Such high spending on the tourism activities is in turn helping the growth of the regional market.

Italy welcomes tens of millions of visitors each year from all over the world on the back of its approximately 7600 kilometres of coastline and location on the Mediterranean Sea. The population of northern European nations are particularly drawn to Italy due to its lovely climate. Italy's distinct history, culture, and architecture are well known on a global scale. In the nation, there are more over 100,000 historical sites, many of which are remnants of the former Roman Empire. Various such factors are attracting the global tourists to the country’s enriching travel destinations, thus, contributing a substantial revenue towards market growth.

Further, other tourism activities such as culinary tourism, casino tourism, etc., are booming sectors in the county attracting a large pool of consumers and alternatively, boosting the local market. The market witnessed a growth rate of around ~5.1% during the historic period of 2017 to 2021.

What are the Driving Factors Boosting the Tourism Market in Italy?

“Prominent employment on the back of tourism boosting the regional market”

Italy stands out for travellers and visitors as a terrific place to visit since it has excellent fashion selections, a range of options to discover for foodies, and with such great culture. It is undoubtedly an once-in-a-lifetime visiting destination according to most tourists and travellers, and with so many travellers and explorers waiting in line, Italian tourism enters a new level in its contribution to the Italian economy.

In 2022, around 2.64 million people were directly employed by the tourist sector in the country, or almost 8.3% of all employment. According to the most recent figures, Italy saw almost 10.5 million more tourists in January 2022 and 57% spent more days there than actually planned. The inbound component has recovered greatly, while the local component has seen a huge increase in numbers. Various such factors are contributing towards the market growth in Italy and are a crucial driving force in the country’s tourism growth.

Sneha Verghese
Sneha Verghese
Principal Consultant
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What are the Emerging Trends in Italian Tourism?

“Revolutionizing idea of tourism to boost the market”

With Italy being the most exotic location, 16% of locals choose destinations that can be reached in 90 minutes or less, while 33% want to travel further than that. In addition to visiting nearby villages or towns and learning about their attractions, mountain trekking is becoming increasingly popular among Italian tourists. Also becoming more and more popular is travelling to destinations with rich traditions and cultures which is promoting the regional tourism across the globe.

Nowadays, the idea of tourism that is done at or close to home is popular since it offers convenience and comfort. This tendency has accelerated, is rapidly forming and expanding, and it is here to stay. Italian tourism will benefit greatly from this trend because it will offer culture, convenience, and flavour. Italy is also the origin of pizza and has many unique local wine varieties, which is appealing to a vast pool of consumers across the world.

Category-wise Insights

Which Tourist type has contributed most to the Italy Tourism Market?

“International tourist have contributed more to the economy of the Italy tourism market”

Foreign visitors dominate the market for various tourism activities such as culinary tourism in Italy. International visitors that come to Italy for their vacations favour taking a culinary tour of the country alongside enjoying other forms of tourism. These travellers are those that are more interested in discovering a country's culture, cuisine, etc. In order to meet the needs of their customers (foreign tourists), tour operators offer excursions to local locations that serve regional specialties.

The international tourist category is estimated to account for a significant share of around ~44% in the overall Italy tourism market.

Which Age Group Is More Likely to Travel Overseas?

“Middle-aged travellers are most likely to travel overseas”

The working population, which is dispersed worldwide and has the financial means to take international trips, makes up the majority of tourists visiting Italy. While young travellers between the ages of 26 and 35 are on the rise. Most tourists in this age group are independent travellers who arrange their own trips to a variety of new locations. This age group is drawn to the many promotional activities on social media platforms, and it is anticipated that this tendency will continue over the projected period.

The age group between 36-45 years is likely to have the major share of 30.8% in Italy travellers, which is followed by 46-55 years’ age group.

Which Tour Type Will Have Maximum Number of Travellers during the Forecast Period?

“There will be a surge in the number of independent travellers”

The majority of tourists are young people who are familiar with emerging technologies, making it simple for them to look for inexpensive travel options and customise their tours according to their preferences. As a result, a growing number of young people are choosing online travel plan options that save time and money.

There will be a rise in independent travellers as internet use spreads widely throughout the world, with this group accounting for over 28.4% of travel to Italy.

Which Booking Channel do Tourists in the Market prefer?

“Online booking channels to lead the booking channel segmentation”

Travelers enjoy their vacations, but for many, part of the fun is also in the planning. Before buying travel tickets, lodging, tours, or any other add-on services or modes of transportation, it typically takes a lot of time and effort to research and make a selection. However, there is no denying that the existence of internet travel agents has both sped up the process and given customers access to more options.

Online holiday planners frequently use hotel and booking websites to compare prices. However, when planning a vacation offline, a travel agency or a tour operator is used. Millennials and Generation Z are more likely to try new things and look for new experiences. Further, the online booking channel category is estimated to witness a growth rate of over 10% during the forecast period.

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Competitive Landscape

There are many suppliers who are assuring a safe and affordable travel experience, which has made travel and tourism possible and at ease. One of the top tour operators offers fascinating travel packages and offers distinctive travel packages around Europe, America, Asia, and the Middle East, providing smooth travel to simplify travel for both straightforward and difficult excursions.

  • For instance, Wingbuddy specialises in arranging flights, hotels, rental cars, and cruises using its exclusive experience with international packages and all-inclusive special packages. Without a sure, the trips will be made special and will enhance the experience of the tourists.

Scope of Report



Forecast Period


Historical Data Available for


Market Analysis

USD Million for Value

Key Countries Covered


Key Segments Covered

  • Visit Purpose
  • Demographic
  • Nationality
  • Tourism Type
  • Tour Type
  • Age

Report Coverage

Market Forecast, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives, Spending,

Customization & Pricing

Available upon Request

Italy Tourism Market by Category

By Age:

  • Under 18
  • 18-25
  • 26-35
  • 36-45
  • 46-55
  • Over 55

By Visit Purpose:

  • Business & Professional
  • Leisure, Recreation & Holidays
  • Healthcare
  • Religious Travel
  • Other

By Demographic:

  • Male
  • Female
  • Kid

By Nationality:

  • Domestic
  • International

By Tour Type:

  • Corporate
  • Family
  • Couples
  • Youth Groups
  • Single Tourists

By Tourism Type:

  • Religious Tourism
  • Cultural/Heritage Tourism
  • Medical Tourism
  • Others

Frequently Asked Questions

The current Italy tourism market reached a valuation of US$ 21.7 Bn in 2021.

The Italy tourism market is currently forecast to grow at a rate of 6.6% CAGR during the forecast period.

Leading players in Italy tourism market contributed at around ~5%-10% of overall market size in the year 2021.

Table of Content

1. Executive Summary

    1.1. Italy Market Outlook

        1.1.1. Who Is Travelling?

        1.1.2. Travel Gross Bookings

        1.1.3. Travel Gross Revenue

        1.1.4. How Much Do They Spend?

    1.2. Evolution Analysis

    1.3. FMI Analysis and Recommendations

    1.4. GDP Share by Sector

2. Consumption Trends in

    2.1. Websites used for Destinations Research

        2.1.1. Online Travel Agency

        2.1.2. General Search

        2.1.3. Travel Review Sites

        2.1.4. Travel search engines/apps

        2.1.5. Vacation rental site

        2.1.6. Other Players

    2.2. Website used for Comparing and Choosing Travel Products

    2.3. Preferred Website for travel Booking

    2.4. Opportunities from New Courses

    2.5. Adapting To The Shifting Demographics

        2.5.1. Gen Z

        2.5.2. Millennial

        2.5.3. Gen X

        2.5.4. Baby Boomers

        2.5.5. Silent Generation

    2.6. Females Representing Higher Percentage of Beginners & Juniors

    2.7. International Tourist Accommodation Type (% of demand), 2022

3. Supply to Demand : Todays Travel Distribution Network

    3.1. Direct v/s Indirect Distribution

    3.2. Travel Gross Revenues, by Channel, 2022

        3.2.1. Supplier Direct

        3.2.2. TMC

        3.2.3. Tour Operator

        3.2.4. OTA

4. Direct Suppliers

    4.1. Total Supplier Market , Share by Segment (%), 2022

        4.1.1. Airlines

        4.1.2. Hotel Companies

        4.1.3. Car Rental

        4.1.4. Train

        4.1.5. Tour Operators

        4.1.6. Government Bodies

(*Note – Excluding Tour Operator)

5. Indirect Suppliers

    5.1. OTA (Online Travel Agency)

    5.2. Traditional Travel Agencies

    5.3. TMC's( Travel Management Companies)

    5.4. Corporate Buyers

    5.5. Aggregators

6. Number of Bookings, 2022

    6.1. By Age

        6.1.1. Under 18

        6.1.2. 18-25

        6.1.3. 26-35

        6.1.4. 36-45

        6.1.5. 46-55

        6.1.6. Over 55

    6.2. By Visit Purpose

        6.2.1. Business and professional

        6.2.2. Leisure, recreation and holidays

        6.2.3. Healthcare

        6.2.4. Religious Travel

        6.2.5. Others Purpose

    6.3. By Demographic

        6.3.1. Male

        6.3.2. Female

        6.3.3. Kid

    6.4. By Nationality

        6.4.1. Domestic

        6.4.2. International

    6.5. By Tour Type

        6.5.1. Corporate

        6.5.2. Family

        6.5.3. Couples

        6.5.4. Youth Groups

        6.5.5. Single Tourists

    6.6. By Tourism Type

        6.6.1. Religious Tourism

        6.6.2. Cultural/Heritage Tourism

        6.6.3. Medical Tourism

        6.6.4. Others

7. Italy Travel Gross Revenue

    7.1. Italy Travel Gross Revenue (US$ Mn) and Forecast (2022-2032)

    7.2. Number of Bookings (Mn) and Forecast (2022-2032)

    7.3. Total Spending Y-o-Y Growth Projections (2022-2032)

    7.4. Number of Tourists Y-o-Y Growth Projections

8. Challenges & Looking Forward

    8.1. Success Stories : Case Studies

    8.2. FMI Recommendations

9. Market Stakeholders Landscape – Key Direct Suppliers

    9.1. Airlines

        9.1.1. Top Players

        9.1.2. Market Concentration

        9.1.3. Market Share

    9.2. Hotel Companies

        9.2.1. Top Players

        9.2.2. Market Concentration

        9.2.3. Market Share

    9.3. Car Rental

        9.3.1. Top Players

        9.3.2. Market Concentration

        9.3.3. Market Share

    9.4. Train

        9.4.1. Top Players

        9.4.2. Market Concentration

        9.4.3. Market Share

    9.5. Tour Operators

        9.5.1. Top Players

        9.5.2. Market Concentration

        9.5.3. Market Share

10. Social Media Sentimental Analysis

    10.1. Travel Influencers : a new Phenomenon in the world of Tourism

    10.2. Social Media Platforms Preferred

    10.3. Trending #Hashtags

    10.4. Social Media Platform Mentions (% of Total Mentions)

    10.5. Trending Subject Titles

11. Assumptions and Acronyms Used

12. Research Methodology

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List of Tables

Table 01 : Market Capital Investment in Travel & Tourism by Country (US$ Bn)

Table 02 : Market Total Tourist Arrivals (Mn), 2020

Table 03 : Market Total Spending (US$ Mn) and Forecast (2022-2032)

Table 04 : Market Number of Tourists (Mn) and Forecast (2022-2032)

Table 05 : Market Spending per Traveller (US$ Mn) and Forecast (2022-2032)

Sneha Verghese
Principal Consultant
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List of Charts

Figure 01 : Market Total Spending (US$ Mn) and Forecast (2022-2032)

Figure 02 : Market Total Spending Y-o-Y Growth Projections (2017-2032)

Figure 03 : Market Number of Tourists (Mn) and Forecast (2022-2032)

Figure 04 : Market Number of Tourists Y-o-Y Growth Projections (2017-2032)

Figure 05 : Market Spending per Traveller (US$ Mn) and Forecast (2022-2032)

Figure 06 : Market Spending per Traveller Y-o-Y Growth Projections (2017-2032)

Figure 07 : Current Market Analysis (% of demand), By Age, 2021

Figure 08 : Current Market Analysis (% of demand), By Visit Purpose, 2021

Figure 09 : Current Market Analysis (% of demand), By Demographic, 2021

Figure 10 : Current Market Analysis (% of demand), By Nationality, 2021

Figure 11 : Current Market Analysis (% of demand), By Tour Type, 2021

Figure 12 : Current Market Analysis (% of demand), By Tourism Type, 2021

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