Italy Travel and Tourism Market Overview

Market Size in 2025: USD 27.5 Billion

Market Size in 2034: USD 33.9 Billion

Market Growth Rate 2026-2034: 2.28%

According to IMARC Group’s latest research publication, “Italy Travel and Tourism Market Size, Share, Trends and Forecast by Type, Service Offering, Purpose of Visit, Booking Type, and Region, 2026-2034”, the Italy travel and tourism market size was valued at USD 27.5 Billion in 2025. Looking forward, IMARC Group estimates the market to reach USD 33.9 Billion by 2034, exhibiting a CAGR of 2.28% from 2026-2034.

How AI is Reshaping the Future of Italy Travel and Tourism Market

• With AI tools capable of creating hyper-personalized travel itineraries for visitors to major Italian cities and the surrounding countryside, 74% of Italian travelers would use the tools to plan their travel, making it more dynamic and personalized.

• The Italian government's Tourism Digital Hub connects thousands of firms, utilizing AI for predictive analytics and engaging experiences, improving efficiency and visitor experiences for more than 33,000 businesses across the tourism sector.

• Culture and tourism is prioritized in Italy's National AI Strategy 2024-2026, which recommends utilizing AI in, for example virtual tours and heritage monitoring, to improve accessibility, preserve heritage sites and attract foreign tourists.

• Many Italian travel agencies are using artificial intelligence software to create content and manage chatbots, recommendation engines, data analysis, and interactions with customers, ultimately booking trips faster and providing tourists with smarter service.

• AI-enabled platforms are harnessing millions of digital breadcrumbs to better understand shifting traveler preferences in Italy to appropriately manage crowds, encourage off-peak travel, and explore year-round, sustainable tourism opportunities.

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Italy Travel and Tourism Market Trends & Drivers:

In Italy, the travel and tourism industry is still successful, as the cultural industry is the main aspect of tourism for many foreign tourists, who come mostly attracted by the cultural and historical aspects of the country. The most famous Italian cities, like Rome, Florence and Venice, and the areas of Roman ruins and renaissance, are always in high demand. This is complemented by recent trends for a more authentic experience of local traditions, food and celebrations, prompted by more exploration beyond the customary tourist haunts. The improvement of air access, and growth in low-cost flights have led to increases in inbound numbers, particularly during major events and festivals which continue to grow seasonally for both leisure and culture.

Future tourism trends include sustainability, experience-driven tourism, the rise of eco-conscious travelers looking for nature- and adventure-based activities, slow and authentic travel experiences, travelers increasingly interested in spending time off the beaten track in remote villages and rural communities, away from urban centers in favor of low-impact tourism initiatives, experiences, and accommodations. Part of this growth is linked to a global rise in awareness for sustainable travel which has led to investment in green hotels, responsible tourism ventures and conservation activities. Other factors contributing to the industry's resilience and shoulder season demand include active lifestyles, wellness tourism, food tourism, among other travel reasons.

Digitalization promotes the growth of new segments as experienced digital travelers use online tools to book tailored trips, receive live updates, travel cashlessly, etc. Digital nomadism and better transport and telecommunication infrastructure enable Italy to capture potential visitors with preferences for remote work or longer stays. While social media has encouraged the discovery of large and small hidden destinations, data-driven marketing has been used to develop lesser-known destinations, improve source market engagement and spending, and thus improve Italy's position as one of the world's top destinations.

Our comprehensive Italy travel and tourism market outlook reflects both short-term tactical and long-term strategic planning. This analysis is essential for stakeholders aiming to navigate the complexities of the market and capitalize on emerging opportunities.

Italy Travel and Tourism Industry Segmentation:

The report has segmented the market into the following categories:

Analysis by Type:

• Domestic
• Inbound
• Outbound

Analysis by Service Offering:

• Ticket Reservation
• Hotel Booking
• Holiday/Tour Packages
• Others

Analysis by Purpose of Visit:

• Business
• Leisure and Recreation
• Education
• Medical
• Social Activity
• Others

Analysis by Booking Type:

• Travel Companies
• Travel Agencies
• Online
• Others

Regional Analysis:

• Northwest
• Northeast
• Central
• South
• Others 

Competitive Landscape:

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Recent News and Developments in Italy Travel and Tourism Market

• 2025 (July): Italy’s travel and tourism industry is set for a record year, with international visitor spending expected to surpass €60.4 billion. The sector supports 3.2 million jobs and contributes nearly 11% to Italy’s GDP, reinforcing its role as a global leader in wellness, culture, and luxury travel.

• 2025 (April-May): Tourism saw a strong surge driven by major global events, including the Jubilee Year and Venice Biennale. Airport arrivals increased by 4.5%, and the number of air passengers at top airports grew 7.3%, reflecting robust international travel recovery and heightened demand.

• 2025 (February): Torino, named the European Capital of Smart Tourism 2025, is showcasing innovations in sustainability, accessibility, and digitalization. The city emphasizes AI, virtual reality in museums, smart mobility apps, and sustainable tourism practices, setting a benchmark for innovative urban tourism experiences in Italy.

Note: If you require specific details, data, or insights that are not currently included in the scope of this report, we are happy to accommodate your request. As part of our customization service, we will gather and provide the additional information you need, tailored to your specific requirements. Please let us know your exact needs, and we will ensure the report is updated accordingly to meet your expectations.

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