According to Demoskopika estimates +3.4% of arrivals and 39 billion euros in expenditure. To tow is the internal market, but tourists remain less days and spend less due to inflation and foreign competition
It will be a positive summer for Italian tourism. The forecasts of the Demoskopika Institute indicate a growing season: 65.8 million arrivals (+3.4%) and 267.4 million presences (+2.1%) between June and September.
Summer 2025: growing numbers for Italian tourism
Summer tourism will fly according to forecasts. The numbers, compared to 2024, mark an increase of about 2.2 million tourists and 5.4 million additional nights. To tow the recovery is above all the internal market. For the summer 2025 30.1 million arrivals are expected from Italian tourists (+5.5% on 2024) and 129.5 million presences (+4.9%), exceeding the pre-covid levels. The growth of international tourism is more contained. The foreign arrivals expected stop at 35.7 million, with an increase of 1.7% on an annual basis, but still far from 39 million in 2019. And above all “worry” the drop in the nights spent (-0.4%), which indicate a shorter average stay. The causes? According to the investigation, the increasing prices, in particular in transport, and the growing competition of other destinations in the Mediterranean and in Eastern Europe.
The mucilage according to the forecasts do not slow down tourists on the Adriatic Riviera
Emilia-Romagna and Abruzzo provide good numbers, the year after the Mucillagine emergency of 2024 in some areas and for some periods. Abruzzo aims to confirm the excellent trend of 2024 (over 7 million presences), with forecasts for 2025 that speak of 2.9 million arrivals, 11.6 million overnight stays and a total expenditure of 1.5 billion euros. Growth also for Emilia-Romagna, which according to Vamonos-vacanze.it analysis could reach 16.2 million arrivals and 60.9 million presences, for an estimated value of 9.2 billion euros. Only on the Riviera, the hotel promotion provides a +7% of appearances between May and September compared to 2024.
Summer tourists in Italy on the rise, but with more short holidays
The economic impact of the summer season will translate into a direct tourist expenditure is estimated at 39 billion euros, growing by 0.9% compared to last summer. However, the per capita expenditure is expected (from 608 to 593 euros). This means that the expansion of the sector is still driven by quantity rather than the quality of the demand. More tourists, but who spend less and are on vacation less days. “It will not be enough to attract more visitors. It will be decisive to retain them longer and offer richer experiences, to overcome the logic of the seasonal peak and build more balanced tourism,” says Demoskopika.
