Italy continues to strengthen its position as Europe's top tourist destination

The harmonious combination of culture, cuisine, nature and dynamic experiences helps Italy continue to maintain its appeal, becoming a favorite destination for international tourists in all seasons of the year.

According to the Italy 2025 Digital Destination Report, conducted by Data Appeal in collaboration with Mabrian, both part of the Almawave Group, recently published, Italy is consolidating its position as Europe's top destination, with cultural tourism remaining the country's main attraction.

According to this year's report, Italy accounts for 13.4% of all flight searches to Europe in the next six months. When focusing on Southern Europe, this figure increases to 34.2% of all flight searches to the region.

These figures confirm Italy's leading position and highlight the growing trend of off-season tourism, especially in autumn and winter.

Italy is and will continue to be a favorite destination for travelers thanks to its diverse mix of drivers, such as culture, nature, outdoor activities and active travel, along with gastronomy , says CEO at Mabrian, Àlex Villeyra.

Data shows that a more diverse mix of non-seasonal travel experiences is increasingly emerging, reflecting a global shift in traveler preferences when choosing a destination.

The study, which examined Italy’s main tourism trends, highlighted that cultural tourism remains at the top of the list, with an overall score of 89.6/100. The Colosseum, Trevi Fountain and Milan Cathedral are leading the way and are expected to remain the most highly rated cultural sites.

The mix of visitors remains stable, with 40% domestic Italian visitors and 60% international visitors, mainly from Germany, France, the UK and Spain. Most trips are made by couples (40%) or families (30%).

Solo travellers are on the rise – up 2% – particularly in Rome, Florence and Venice, where they value the hospitality of staff and the quality of food. Accommodation is one of the most highly rated aspects of travel to Italy, with hospitality being the most important factor (84/100).

Short-term rentals scored even higher thanks to positive perceptions of location and host friendliness (87.8/100).

Tourists ride a Gondola in Venice, Italy. (Photo: AFP/TTXVN)

The food service industry continues to perform well, although cost and service quality remain the most criticized factors (86.4/100).

The report looked at 29.5 million digital traces across 772,000 points – including accommodation, short-term rentals, attractions, cultural sites and restaurants – to capture visitor perceptions and experiences across Italy from September 1, 2024, to August 16, 2025.

Together with Mabrian, The Data Appeal explored how people experience and share their journeys, uncovering key megatrends like the rise of solo travel, the shift to off-peak seasons and a growing love of nature.

This evolution towards semantic and emotional intelligence is reshaping how destinations navigate, predict change, and design more holistic and sustainable strategies.

Valeria Sandei, CEO of Almawave Group, stressed that “this report demonstrates how AI can be a concrete support for tourist destinations, providing knowledge and planning tools in a country with a strong tourism focus like Italy.

The combination of expertise from The Data Appeal Company and Mabrian affirms the Group's commitment to creating value for the industry by applying technology to tourism, towards an increasingly conscious and sustainable tourism industry.”./.

(TTXVN/Vietnam+)

Source: https://www.vietnamplus.vn/italy-tiep-tuc-cung-co-vi-the-la-diem-den-du-lich-hang-dau-chau-au-post1070517.vnp