Spain remains the top destination for international travel in Southern Europe, with analysis indicating it will capture 33% of total demand for international travel during the first half of 2025. Following closely is Italy, which is projected to account for 27%, with Greece trailing at 8%. These insights are derived from comprehensive data analysis conducted by Mabrian, in collaboration with The Data Appeal Company – Almawave Group.
The study leverages the Share of Searches Index to estimate travelers’ preferences, along with sentiment data gathered from online reviews. The findings depict the shifting tendencies among travelers who are increasingly prioritizing urban experiences.
Rome and Milan continue to dominate the Italian tourism scene, collectively representing 61% of all international travel searches at the beginning of 2025. Rome alone has noted an annual increase of 4.4 percentage points, now accounting for over 33% of the overall search demand. Meanwhile, Milan is catching up, having achieved a 2.9 percentage point rise to hit 28%.
Beyond these two cities, other urban cultural hubs such as Venice, Florence, and Turin are also witnessing growing demand. Venice, the third most popular Italian destination, now comprises 6.7% of the total international travel search demand, reflecting shifting preferences toward exploring smaller yet culturally rich cities.
The report “Where is the World Traveling in 2025?” identifies not only the two Italian cities but also the Spanish capital of Madrid and Portugal's Lisbon as the fastest-growing urban destinations globally for the first semester of 2025. The upward trend for Rome is particularly notable, attributed significantly to the upcoming Jubilee celebrations.
Contrarily, seasonal destinations including Naples, Sicily, Sardinia, Bari, and Brindisi may experience lower demand initially but are expected to rebound as summer approaches.
On another front, Italy's tourist sentiment remains remarkably high at 87 out of 100, outperforming Spain's score of 86 and France's 85, according to The Data Appeal Company's analysis based on visitor reviews. Major cities like Rome, Florence, and Venice maintain stable sentiments between 87 and 88 points, with Milan just below at 85.
Mirko Lalli, the CEO and Founder of The Data Appeal Company, elaborated on these findings, stating, "These stable high scores show overtourism does not significantly affect the experience of visitors," affirming the effective management of tourism and sustainable practices within Italy.
The study also investigates accommodation pricing trends along with online booking agency data. January and February reflected slight declines, with core booking rates decreasing by 7% compared to last year. Yet, from April onward, prices are expected to rise gradually, peaking with significant increases in June.
For example, the Jubilee events will drive demand and accommodation prices upward significantly. Rome should see increases of up to 25% during June, not just due to festivities but also due to stable occupancy rates starting around April, which could increase by as much as 6%.
Similarly, Milan is projected to witness demand grow beyond 2024 levels by approximately 20% due to events like the renowned Salone del Mobile expected to propel June’s prices upward by as much as 54%.
Florence and Venice maintain stable booking rates for the first semester, expecting occasional mild fluctuations around Easter and early summer. On the other hand, Turin has captured attention, recording growth with OTA rates climbing 10% year on year, projecting to peak as recently announced events take place.
The overall outlook for Italy's tourism sector appears optimistic as the fusion of strong travel intent, elevated visitor satisfaction, and rising accommodation demand signal promising times ahead. With changing traveler preferences focusing on urban escapes, Italy is poised to reinforce its status as a premier global destination heading well beyond 2025.
