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Steering high rollers towards Italy’s hidden treasures

By Monday, 11 December 2023 09:42

Luxury tourism in Italy is not only flourishing but poised to skyrocket, according to a recent study conducted by the Italian national tourism board ENIT, in collaboration with Unioncamere and with technical support from Isnart.  

The study predicts a remarkable growth in the number of Italian 5-star hotels, which are set to increase from 682 to 702 next year, with a further rise to 712 in 2025. According to the findings, 20% of international visitors are drawn to Italy for its lifestyle, which they associate with exclusivity.

This year alone, luxury hotels in Italy have recorded an estimated 11.3 million overnight stays, for the most part in its fabled art cities and exclusive coastal and mountain resorts.  The challenge now facing Italy’s tourism stakeholders and contributors is that of steering high-spending visitors seeking new experiences towards unsung second-tier destinations, which have huge potential and are places of unparalleled allure and charm.

Pamela McCourt FrancesconePamela McCourt Francescone
Executive Editor

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