The Italian tourism sector is showing remarkable growth, with promising trends for 2024, as highlighted by data from ENIT presented at the ITB Berlin. Germany, which has consistently been the leading foreign market, remains at the forefront, contributing significantly to the influx of tourists. With the rise of enogastronomic, regenerative, and open air tourism, Italy aims to cater to the changing preferences of travelers who are increasingly prioritizing sustainability and cultural heritage.
The data indicates Italy will see continued growth, with Germany accounting for 14.8% of arrivals from January to September 2023, followed closely by France at 13.2%, the United Kingdom at 7.5%, and the United States at about 5%. The swift rise of enogastronomic tourism—a sector showing explosive growth of +176%—is particularly notable. This niche has now become mainstream, with international tourists spending about 363 million euros within this domain during 2023. More than 1.1 million visitors engaged in culinary stays, leading to 1.8 million overnight accommodations.
German tourists overwhelmingly dominate this trend, with over 100,000 traveling from Germany for these experiences, generating about 361,000 overnight stays and spending upwards of 58 million euros. This intersection of culinary heritage and travel has proven beneficial for regions across Italy, enhancing the visibility of traditional culinary practices.
Interestingly, tourism seems to align closely with Italy's agro-food exportation. The first half of 2024 witnessed agro-food exports soaring to 34 billion euros, marking growth of 7.1% compared to the same timeframe the previous year. Expecting to close out the year at around 70 billion euros, the primary recipients of these goods reflect similar patterns to tourist arrivals: Germany (15.4%), the United States (11%), France (11%), and the UK (6.8%).
Unsurprisingly, regenerative tourism, which blends sustainability with territory enhancement—like beach cleanups and learning local crafts—has also gained traction. According to Booking, around 44% of affluent travelers across Europe, Asia, and North America are willing to boost their budgets by 10% for eco-friendly travel experiences. Among Italians, 64% regard sustainability as pivotal when making travel decisions, with 71% of younger travelers (under 35) voicing similar sentiments. Notably, 75% believe sustainable tourism is key for Italy's ecological transition, and 63% prefer local destinations to promote Italian villages.
The open air tourism segment is also experiencing consistent growth, supported by about 20,000 agritourisms offering over 295,000 beds. The increase of 11% seen last year matches the trend where arrivals exceeded 4.5 million. The sector has enjoyed rises of 62.7% over nine years for arrivals, coupled with 47.2% growth for total overnight stays. Once more, Germany leads with around 41% of international guests, indicating the deep-seated connection between German tourists and Italy's rural offerings.
Italian tourists, impressed by their experiences, reflect this sentiment back home. The country's appeal lies primarily within its rich landscapes, remarkable gastronomy, and historical monuments, which continue to lure international visitors. Notably, 68% of surveyed Germans relish the Italian scenery, 56.7% appreciate the culinary offerings, and 50.8% are motivated by Italy's cultural heritage. This affinity is reflected—83.2% of participants have visited Italy at least once, and 43.2% more than three times.
Looking ahead, 44% of German tourists plan to return within the next three years, bolstered by anticipated flight bookings from major hubs such as Frankfurt, Berlin, and Munich. Approximately 1.2 million travelers from Germany are expected to land in Italy by mid-2025, painting a favorable picture for the Italian tourism sector.
Shifting focus to regional dynamics, the "Tourism in the Province of Pisa" conference organized on March 12, 2025, will serve to strategize and innovate tourism promotion. Spearheaded by Confcommercio Province of Pisa and Fondazione Conservatorio Santa Chiara, with partnerships from Regione Toscana and diverse local authorities, the event seeks to analyze and refine tourist experiences specific to the Pisa area.
The conference, set to start at 9:30 AM at the Fondazione del Conservatorio Santa Chiara, aims to bring together key institutional representatives, experts, and professionals from the tourism industry. Federico Pieragnoli, General Director of Confcommercio Province of Pisa, noted, "This significant event aims to analyze and identify strategies for the tourism promotion and valorization of Pisa and its province. It's imperative for businesses and operators to engage dynamically with local administrations."
Echoing these sentiments, Vittorio Gabbanini, Vice President of the Fondazione Conservatorio Santa Chiara, highlights the necessity of creating dialogue platforms to share ideas and anticipate market needs, adding, "Developing synergies means structuring a more dynamic and competitive network."
Azzurra Bonaccorsi, Deputy Mayor of San Miniato, asserted the importance of tourism integrated with local characteristics, stating, "Increasing the average length of tourists' stay and developing effective marketing plans are among the topics we aim to address."
Looking forward, the event will spotlight the beautiful offerings of Pisa, interlacing cultural, gastronomical, and picturesque elements. Notably, prominent figures like the President of the Tuscany Region, Eugenio Giani, and various leaders from regional administrations and tourism agencies will partake, aiming to bolster Pisa's tourism potential.
By fostering collaboration and innovation, Italy is poised to maintain its standing as one of the world's most desired travel destinations, adapting to new tourist expectations, embracing sustainability, and emphasizing cultural richness.