Protests against the rampant overtourism in holiday countries such as Spain, France and Italy are one side of the medal, further records for visitor numbers, overnight stays and income this year too. As the Italian tourist association “Assoturismo Confesercenti” now announced, the summer boom has started with the start of school holidays in the whole country, especially when it comes to bathing tourism. In the high season from June to August, the destinations by the sea and on the lakes of the country can expect 20.7 million visitors and 110.1 million overnight stays. Compared to the record year 2024, this corresponds to one increase in two or a good one percent.
The forecast is based on a study that the association commissioned together with the Italian Ministry of Tourism. 1,500 accommodation companies were interviewed in the country's relevant seaside locations. After that, the companies can expect further growth of visitors from abroad: 47.5 million overnight stays are expected by the end of August, which is 840,000 or 1.8 percent more than in the summer of the previous year. With a share of 30 percent, Germans still represent the most visitors from abroad, follow Austrians, Swiss, French, French, British and Dutch.
Many local holidays at seaside resorts
The Italians do not always have to share their beaches with foreigners: most guests at the bath destinations are again locals this year. According to the forecast, Italian vacationers will make up 56.8 percent of all overnight stays. There is also a further increase of 0.6 percent compared to last summer. In 2024, Italian beach tourism generated sales of 22 billion euros. The expected growth again confirms a long -term trend this year. In the past ten years, arrivals in seaside resorts have risen by 23.4 percent, while overnight stays have increased by 15.9 percent.
Bathing tourism follows the long -term trend in Italian tourism as a whole: In the past ten years, arrivals have increased by 14 percent and the overnight stays by 16.7 percent. According to a forecast of the Demoscopics survey and market research institute, 65.8 million arrivals are expected in Italy by the end of the summer season- more than ever before. The growth is inspired by both foreign tourism and the growing screens of travel of the Italians and their lust for discovery for rather remote local destinations.
It is estimated that every euro directly issued by foreign tourists or local visitors has a multiplier effect of two to three euros on the local economy. This money flow strengthens the local labor market, local tourism companies and the local economy as a whole.
The enthusiasm for the new record of the visitor numbers is somewhat clouded, because the average length of stay of tourists in Italy is currently below that in other European countries. It is often limited to two or three nights. This is a discharge of the well -known and widely complained overtourism of “iconic” destinations such as Rome, Milan, Venice, Florence and Naples. In order to counteract this trend, the national and regional tourist advertising have developed campaigns for less well-known destinations, for example for village, nature and local tourism, as well as for the expansion of the tourism season to the whole year. The proportion of tourism in the Italian economy is estimated to be up to 13 percent.