The Minister of Tourism, Daniela Santanchè: «Over 100 million visitors are estimated in the first four months of 2026»
Between bookings growing, international demand increasing e the driving force of the major events hosted in the Bel Paese, 2026 promises to be a decisive year for strengthening the positioning of tourism in Italy. According to the latest survey carried out by Isnart for Unioncamere and Enit, the occupancy rate in hotels and non-hotel facilities has already approached 50% between January and April. And the growth is mainly driven by flows from Germany, France and Switzerland.
Major events as a growth engine
Large events undoubtedly have a positive impact on the results of the tourism sector. Suffice it to say that the Jubilee has generated an increase in customers in Lazio, where half of the operators report direct benefits. The effects also extended to the Marche and Umbria. On the sports front, the first estimates for the Milan-Cortina 2026 Winter Olympics indicate an occupancy of between 70% and 85% of available rooms for February, with advance bookings of around 60% for the following months. The impact of major events among professionals is highlighted by the president of Isnart, Loretta Credaro: «Among operators there is a general climate of trust regarding the visibility, and therefore the prospects of economic return in the coming years of the investments made, to the benefit of the entire local tourism chain».
The economic effects and visibility for the “Italian System”
The effects of major events are not limited to the short term. According to the CEO of Enit SpA, Ivana Jelinic: «We expect a tourist return from large events and exhibitions also in the medium to long term. Travelers who initially choose certain destinations to attend appointments then return in subsequent years to visit the entire country.” The Minister of Tourism, Daniela Santanchè, is of the same opinion: «Major events, sporting and otherwise, reconfirm themselves as an enormous catalyst for tourist and economic flows and their driving effects also reverberate in the growth of attendance which, based on the predictive model of the Ministry of Tourism, is estimated at over 100 million in the first four months of 2026». And he added: «Events such as the Olympics or the Jubilee act as a showcase that increases the visibility, notoriety and appeal of Italian destinations, as well as powerful attractors of investments and infrastructures for the benefit of territories and communities». In this regard, 40% of the companies involved in the Olympic Games have reported an increase in the visibility of their structures, with positive repercussions in terms of brand for the “Italian System”.
891 million tourist presences in 2025
Unioncamere-Isnart’s overall estimates speak of almost 891 million tourist presences in 2025, considering both official accommodation and the parallel market of private homes, with an economic impact on the territories of over 108 billion euros. Foreign demand now represents 48% of flows, equal to approximately 431 million presences in 2025. And it stands out for a greater spending capacity than in the past: approximately 60 billion euros in total, with an average daily expenditure of 72 euros for accommodation and 105 euros for other activities.
Culture, experiences and technology: the new travel trends
Among the travel motivations of foreigners, culture still dominates, which moves 45% of international visitors, followed by food and wine and outdoor tourism. The use of technology is also growing: around 20% of foreign tourists say they have used artificial intelligence tools to plan their holiday, from choosing itineraries to accommodation and restaurants.
