Even in autumn, tourists do not give up visiting the Bel Paese, with the growth in international demand proving consolidated. The positive data was revealed by a survey conducted by Isnart for Unioncamere and Enit in the context of the Observatory on the tourism economy of the Chambers of Commerce.
With the autumn season just starting, the operators of hotel and non-hotel facilities have already announced that they have sold one room out of two for the next few months. In particular, we note an increase in bookings from France and from Germany who are in pole position, followed by Swiss, Belgium, Netherlands And Austria. Furthermore, the expenditure of visitors in the country is approximately 200 euros per day on average: 86 euros for accommodation and 105 euros for other expenses to be paid.
It was the CEO of who intervened in this regard Enit SpA, Ivana Jelinicwho commented: «Foreign tourists, who invest around 200 euros daily in our locations, want to experience aunique experienceexperiencing Italianness first-hand. Give her food and wine tastings by discovering lesser-known destinations, we are able to respond to the needs of new generations of tourists.” For the Minister of Tourism, Daniela Santanchèthe data shows that «the deseasonalization of tourism is already showing its first fruits». And he reiterated that «each visit contributes not only to support the local economybut also to enhance our extraordinary cultural and natural heritage». Among other things, the president of the National Tourist Research Institute, Loretta Credarorevealed that «the rating for the lived experience goes from a rating of 8 (in 2010) to one of 8.9 (summer 2025)».
Why Italy?
The main motivation of those who decide to visit our territory, for the fourth consecutive year, is historical cultural heritage. 35% of tourists say this. Followed by, for 22%, the ease of achievement ei good connections they are the second reason to spend time in Italy. In third place, for 20% of visitors, the reason lies in proximity with respect to the origin of the journey.
It is interesting to note how tourism demand has changed in the last 15 years: more and more travelers are aiming for a more active tourism and dynamic, showing curiosity to explore both the cultural traditions that those food and wine. During the period of the stay, 76% of tourists do excursions. This is a 39% increase compared to 2010, when the percentage stood at 37%. Among the reasons for the holiday also the “desire to visit unknown places» went from eighth to fourth place. They then gained two positions, from nineteenth to seventeenth place, the «big events attractors”, i.e. sporting, cultural, religious ones.
Summer 2025
Taking a step back and analyzing last summer, thanks to the tool Location intelligence 32.4 million tourists were detected in Italy, of which over half, 55%, were foreigners. This is an increase of 3.5% compared to 2024. In the Isnart survey, considering the month of August, it emerges that lake destinations are the most requested: just think that in August 84% of the available rooms were occupied. To follow the spa destinationsthe big ones city of art and the goals of mountain where 81%, 78% and 77% of the rooms were occupied respectively.
Jubilee
In Lazio, thanks to the Jubilee, there was a 6.5% increase in tourists compared to the summer of 2024. The coastal areas also benefited, with a growth of 7%. Among other things, regarding the occupancy of private homes and the nights booked, in the first seven months of 2025 an increase of almost 12% was recorded in Rome and 10% in Lazio.
Artificial intelligence
The use of AI is increasing in the tourism sector: a third of hotels in Italy routinely use it, especially in the management of reservationsbut also in the services of remote assistance to customers, as well as in monitoring the safety. The growth of AI especially concerns 4 and 5 star hotels, with 47% declaring they use it.
