Between luxury, sustainability, and digitalization: why Italy remains a leader in global tourism

Italy continues to be one of the most popular tourist destinations in the world. With over 64 million visitors, a solid increase in hotel investments, and a renewed focus on sustainability, our country is not only consolidating its role on the international scene but also opening up new prospects for those working in the hospitality sector.

Here are the main trends that are reshaping Italian tourism and the opportunities for hotels, investors, and operators in the sector. 🚀

📈 1. Growing numbers: record performance and attendance

Tourism in Italy is showing signs of strong recovery and consolidation.

✔️ 64.5 million visitors welcomed

✔️ Occupancy rate at 56%

✔️ 4% increase in average daily rates (ADR)

These figures demonstrate a positive trend and make Italy a key market for the international hotel industry.

🏨 2. Hotel investments: Rome, Milan, and beyond

2025 will be a key year for those looking to invest in the Italian hotel sector.

📌 30% growth in investments (€2.1 billion)

📌 Rome, Venice, and Milan lead the rankings

📌 Emergence of new destinations such as Lake Como, Sicily, and Forte dei Marmi

Luxury hotels account for almost half of total investments: a clear sign of transformation in the hospitality landscape.

🌿 3. Sustainability: from trend to necessity

Sustainability is no longer a plus, but a decisive criterion when choosing accommodation.

🌱 5-star hotels are increasingly integrating green practices

🌱 Travelers are sensitive to eco-friendly offerings

🌱 Eco-sustainable activities are becoming a positioning lever

Responsible hospitality = competitive advantage.

📍 4. Emerging luxury destinations: the new geography of tourism

In addition to the classic capitals, there is growing interest in less popular areas that offer a high-value experience.

✨ Taormina, the Apulian countryside, and the Dolomites

✨ Exclusive resorts and boutique hotels

✨ Immersive experiences linked to the local area

Italy is being rediscovered through more authentic and personalized itineraries.

💼 5. Opportunities for hotels and investors

With growth expected to reach 1.2% over the next two years, fueled by the National Recovery and Resilience Plan, the economic outlook is favorable.

🧭 Italy remains one of the most attractive destinations in Europe

🧭 Hybrid, boutique, and luxury hotels offer new market niches

🧭 The combination of culture, lifestyle, and innovation makes Italy unique in the world

📢 Want to position your hotel to attract new tourist flows?