The number of Italians ready to leave for summer holidays is increasing

Growing arrivals, record presences and substantially stable spending for summer 2025. In the next summer months, from June to September, 65.8 million arrivals are expected (+3.4% on 2024) with approximately 267.4 million overnight stays (+2.1%) in hotel and non-hotel facilities that will fuel a business that will reach 38 billion in direct tourist spending. Approximately 2.2 million more tourists are expected, increasing overnight stays by 5.4 million, approximately 2.4 more nights. Among the positive aspects is a slight increase (+5.5%) in Italians who will leave with positive effects on overnight stays. The number of foreigners who will choose to holiday in the Bel Paese is also growing (+1.7%) with a stable number of overnight stays. These are the forecasts in the "Tourism forecast summer" by Demoskopika, which has estimated the main tourism indicators: arrivals, presences and direct tourist spending. In particular, the share of foreign presences stands at 51.6% with 35.7 million arrivals and just under 138 million overnight stays. In particular, for 2024 and 2025, a per capita expenditure for vacations has been estimated at 608 euros and 593 euros respectively. We will start but with the desire to spend less.

"It will be a positive summer for Italian tourism - comment the researchers of the Demoskopika Institute - with numbers that indicate a growing trend, confirming the good health of the sector. A significant increase that translates into more confidence, more movement and more economy for the territories. The dynamics of foreigners who continue to choose Italy are more cautious, but with a slight drop in overall presences. The data suggests that international travellers, while remaining fond of the Italian destination, tend to reduce the length of their stay, perhaps due to the combined effect of costs and growing competition from other countries. And tourism spending is a key point, recording an increase compared to 2024. But the signals are clear: more far-sighted strategies are needed to prevent the increase in costs, starting with those related to transport, from nullifying the economic potential of the season. A more reactive and, above all, proactive governance is now more necessary than ever. Investing in the quality, innovation and sustainability of the tourist offer – conclude the researchers of Demoskopika – could be the key to transforming this quantitative growth into a real leap in value for Italian tourism».

The estimate of tourism expenditure included items relating to accommodation services, food and beverage services, transport services, car rental (if any), travel agency services and other booking services, cultural services, sports and recreational services, shopping and other expenses.