In 2025, Italian museums were speaking more languages than ever before with half of their isitors from abroad. 

amuseapp uses AI to make content more understandable

Nearly one visitor in two who enters an Italian museum now comes from abroad and is looking for cultural experiences that explain art clearly, accessibly and, above all, in multiple languages. This is one of the key findings of the first report by amuseapp, a platform developed by a Veneto-based startup that uses AI to make cultural content easier to understand and more engaging.

Over 70% of what you learn in a museum is quickly forgotten 

The data, collected from around 70 cultural sites across Italy, from Venice’s Palazzo Ducale to corporate museums, temporary exhibitions and places of worship, is a snapshot of a curious, connected and increasingly international audience., with museum experiences reaching an average rating of 9.08 out of 10. The report starts from a striking insight: according to research by CECA, the ICOM committee dedicated to museum education, more than 70% of the information received during a cultural visit is forgotten within just a few hours. Not because visitors are distracted, but because the language used in many museums can still be too technical and distant from the way people absorb and process information today.

Italian museums get visitors from 144 different countries

When content is accessible and well explained, however, the outcome changes dramatically. The amuseapp analysis shows that 42% of visitors come from abroad, representing 144 different countries. The typical visitor profile is mainly adults between 25 and 54 who account for 63% of the total, but younger audiences are also present, with visitors aged 18 to 24 making up 15%. As in many cultural venues across Europe, women represent the majority of visitors, accounting for 58% of the total.

“When content is clear the experience improves…”

After Italian (38%) and English (26%), the third most selected language is Spanish, followed by French and German. Less common languages such as Dutch, Portuguese and Polish also appear with notable shares and one of the elements visitors appreciate most are audioguides. “When content is clear, multilingual and designed for different audiences, the visitor experience improves significantly. Technology helps ensure that when someone looks at a work of art or visits a museum, they truly understand what they are seeing,” says Marco Da Rin Zanco, co-founder and CEO of amuseapp.

Museums need to speak the languages of their visitors

The example of Venice’s Palazzo Ducale, which has adopted amuseapp as its official audioguide, shows how innovation can enhance cultural heritage, and the message is clear: Italy’s cultural heritage continues to attract visitors from around the world. But to truly connect with a global audience, museums increasingly need to speak the languages of their visitors.

Destination weddings continue to be one of the most dynamic segments of Italian tourism,  and Rimini is strengthening its identity as an ideal destination.

Foreign and Italian weddings

Growth in the wedding sector is coming from both foreign couples and the domestic market. According to the new report by the Destination Wedding in Italy Observatory promoted by Italy for Weddings, a division of Convention Bureau Italia, in 2025, Italy hosted around 16,700 weddings for foreign couples (+9.8%), generating over €1.1 billion in turnover and more than 3 million overnight stays, with an average expenditure of €67,000 per event. 

Destinations outside the mass tourism circuits

Alongside the international market, the domestic Destination Wedding market is also growing, i.e. weddings celebrated by Italian couples outside their region of residence: a segment that generated €369 million in turnover, with approximately 8,500 events and an average budget of €43,400. These figures confirm that weddings are now a strategic driver for the national tourism economy, capable of promoting areas, villages and destinations outside the mass tourism circuits. 

May to September are the most popular months

In this scenario of structural growth, Rimini is also consolidating its position as a destination for civil and symbolic weddings. VisitRimini recorded over one hundred requests for information for ceremonies in the two-year period 2025-2026, with approximately one in four requests being finalized and a significant concentration of ceremonies in the months from May to September.

Rimini is adding new municipal venues

Each year an average of thirty ceremonies, including weddings and civil partnerships, are managed in the various locations made available by the Municipality: Palazzo del Fulgor, Teatro Galli, Museo della Città, Palazzi dell'Arte Rimini, Palazzina Roma, Villa des Vergers, the Casa dei matrimoni al mare and the Grand Hotel. For 2026 VisitRimini is working with the municipal administration to increase the number of municipal venues available, with the aim of further strengthening the offer and the type of locations.

Experiences and seasonality were Sicily’s two buzzwords at the ITB exhibition in Germany. 

Sicily is focused on deseasonalization

Growing tourist flows, strengthening the German market and developing what the destination has to offer were the topics addressed at a press conference during the ITB Berlin exhibition with regional councillor for tourism, sport and entertainment Elvira Amata.During the meeting with operators and the trade press, the Sicilian Region presented the latest results and strategic guidelines for consolidating Sicily’s competitiveness on European markets, with a particular focus on Germany, which has been one of the island’s main sources of demand for years. 

One of the world’s top five destinations

“The latest data confirm growth in tourist flows in 2025, with particularly encouraging signs in the mid-season periods,- said Amata, - this testifies to the effectiveness of the policies of deseasonalization and enhancement of the territorial offer on which the Sicilian Region has been working for some time.” Sicily also continues to strengthen its position internationally: according to Tripadvisor's “Best of the Best” Travel Destination 2025 ranking, the island is among the top five tourist destinations in the world and second in Europe, a recognition that underscores the quality and variety of what the region has to offer visitors.  

German visitors rose by 3.9% in 2025

Sicily has been paying particular attention to the German market, which in recent years has grown steadily to become the leading foreign market for tourist arrivals to the island. In 2025, the number of German visitors grew by 3.9% over 2024 and by 26.4% over 2023, an increase above the general average for tourist flows. The average length of stay is also increasing and now approaches four days. “Germany is a strategic market for us, not only in terms of numbers but also in terms of the type of demand it expresses: tourism focused on culture, nature, food and wine, and authentic experiences. This segment is perfectly in line with the characteristics of our region.”

Visitors arrive also in September and October

The data also show that German tourists contribute significantly to the deseasonalization of arrivals with a strong concentration of visitors in the spring and autumn months, particularly between September and October. In order to meet the growing demand for quality travel experiences, the Sicilian Region is boosting the island's position as an experiential tourism destination, a segment that is growing strongly at an international level. According to the analyses presented during the press conference, so-called explorers, which is to say travellers in search of authentic and participatory experiences, generate 18% more spending than the average tourist and now account for over 60% of total spending in the leisure travel market.

The island has over 1,600 kilometres of coastline

Sicily can count on a diverse range of appealing products from food and wine experiences to cultural itineraries, and from outdoor activities to cycle tourism. The latter segment is booming thanks to itineraries such as Sicily Divide, the Sunset Route and the Cycle Route of the Parks, which pass through some of the island's most evocative natural landscapes. “Sicily has a unique heritage with over 200 cultural sites, seven UNESCO sites, 87 protected natural areas and more than 1,600 kilometres of coastline. Our goal is to enhance this wealth by offering integrated and sustainable attractions that will appeal to new market segments and distribute tourist flows throughout the year,” concluded Amata.

Grand Hotel Flora will reopen in April in Sorrento, completely renovated and debuting as a four-star design hotel.

Maintaining a strong link with its history

Designed as an open and dynamic place and with a panoramic rooftop, the new Grand Hotel Flora is set to become an instant social hub in the heart of the Amalfi Coast. Founded in the 1960s and managed for many years by the Mascolo family, the Grand Hotel Flora has been a historic address for local hospitality, growing under family management based on daily passion and personal dedication. Today, with the third generation taking over the management, the hotel is embarking on a process of profound transformation that is renewing its identity and positioning, while maintaining a strong link with its history.

Respect for local traditions and authenticity

The project is based on a clear entrepreneurial vision, focused on the development of a contemporary, lifestyle-driven and design-conscious hospitality model, with an eye also on the future expansion. The aim being to build a recognizable identity, made up of sophisticated food and beverage services and respect for the tradition and authenticity of the local area. The complete renovation project, overseen by architect Giuliano Andrea Dell'Uva, strikes a balance between restoration and contemporary style, restoring the historic hotel's original spirit and charm, reinterpreted with a modern sensibility and lightness.

A contemporary tribute to local artisans

The new lobby, restored to the styleof the years when it first opened, welcomes guests like a large Sorrento home: here, a restored historic piano, vintage furniture and a white ceramic fireplace have found a new home. The shades of blue of Sorrento’s sea reflect in the hand-glazed terracotta floor of the large entrance hall, while the light staircase designed in the late 1960s now overlooks a garden with date palms and citrus trees. The entire project is a contemporary tribute to local artisans, who played a leading role in the creation of the hand-painted flooring, boiserie and mosaic panels.

Puglia remains one of Europe's most attractive regions, thanks to its unique blend of culture, landscapes and lifestyle, and it also offers tax-free shopping at Puglia Village.  

2025: a 62% increase in tax-free volumes

Puglia Village - Land of Fashion has consolidated its role as an experiential destination, combining shopping, tourism and the discovery of the local area through a programme of activities designed to attract international travellers. Puglia Village has entered into an agreement with Global Blue to anticipate and speed up tax-free refunds inside the village with a new digital kiosk for tax-free refunds, allowing non-EU visitors to anticipate and speed up the tax-free process and thereby significantly improving the shopping experience for tourists. During the 2025 fiscal year, the Village recorded a 62% increase in tax-free volumes and a 73% increase in transactions. Visitors from the United States, Switzerland, Argentina, Albania and Turkey are leading the way in tourist spending.

Partnerships with ITA, Air France/KLM, Meliá and Trenitalia   

The year began with the strengthening of strategic partnerships and continued with a widespread presence at major international travel industry events, including TTG, Madrid, Milan, Bari, Istanbul, Belgrade, Berlin, Zagreb, Dubai and Paris. The agreement with Trenitalia included the shopping experience in the CartaFreccia loyalty programme, while the partnership with Swiss Post ensured widespread distribution of tourist materials in the Canton of Ticino. Collaborations with Air France/KLM and ITA Airways loyalty programmes were also renewed, as were those with MeliáRewards and ACI through the “Show Your Card!” circuit.

Fam trips and campaigns in new markets

Fam trips proved to be strategic tools: from the Dach market – in collaboration with Michelangelo International Travel – and Albanian operators were invited to experience first-hand the shopping in the Village and the heritage of the area in which it is located.  “‘2025 was a turning point for Puglia Village's incoming tourism, we reaped the rewards of the actions taken in previous years and implemented new initiatives, including multilingual communication tools and campaigns dedicated to new markets,” says Annalisa Evangelista, centre manager Puglia Village.

After 55 months, with the completion of the Romeo Project, Verona Airport has a new, expanded departures area.

The new departures area cost €90 million

With a total investment of €90 million a new era began for Verona Airport this week with the cutting of the ribbon for the new departures area. The surface area has increased from the previous 24,840 sqm to 36,370 sqm in addition to the renovation of over 10,000 sqm of existing areas. With traffic of 4 million passengers in 2025, an all-time record for the airport, the Catullo can now count on a terminal that will facilitate the significant growth expected in the coming years.

Environmentally sustainable and highly maintainable

The work, carried out with the technical expertise of the Save Group, includes the architectural redevelopment of the check-in hall, new boarding lounges on the first floor, boarding gates that have increased from 13 to 19, three new towers connected by glass and steel walkways, a new state-of-the-art baggage handling system  and new security checks  with 7 state-of-the-art tomographic machines. The infrastructure has been designed with environmental sustainability, high maintainability and energy saving in mind.

The airport handled 19 million passengers in 2025

The new Shopping Gallery is a key part of the Romeo Project, and the new lounge is reserved for passengers with special travel tickets and frequent flyers, as well as those purchasing an entry ticket. The ground floor on the airside is designed as a comfortable environment for waiting, relaxing or working before boarding. “This is an important day for Catullo Airport, which symbolically delivers the new infrastructure to Verona and the entire territory it serves. Last year we recorded 19 million passengers. In recent years, Catullo has grown significantly in terms of traffic volumes, diversification and the quality of flight operations, and this new terminal is a fundamental step towards better management of the expected further traffic development,” said Gruppo Save’s president Enrico Marchi.


ph credits: Lorenzo Donatello

“Italian style” is the key element that distinguishes Sicily by Car, which is driving forward its international expansion plan.

“Development in Europe and, more generally, internationally”

The company is active in short- and medium-term leisure car hire, and it is expanding its presence well beyond national borders.  “I am very optimistic about the company's development in Europe and, more generally, internationally,- confirms the president, Tommaso Dragotto. -I believe that expansion beyond national borders is the only viable path after 63 years of activity: I am counting on our business model as a distinctive and qualifying factor to attract leisure tourism in the four-wheel mobility segment. We aim to conquer new destinations with high tourist traffic in the name of a company that was proudly founded in Sicily and has developed worldwide."

Many new openings in the pipeline

Following its listing on the stock exchange Sicily by Car pursued an international development plan that led it to work in the main European tourist markets. Present in Albania, Malta, France and Austria, the company is also focusing on expansion in the Balkans and the Iberian Peninsula. Among the destinations covered by the company's offices are Croatia and Montenegro. Upcoming openings include Valencia, Madrid, Barcelona and Faro. Rotterdam and Amsterdam are also on the way.

A family business with international ambitions

While international expansion is important, in Italy the company has 60 offices and a widespread service that is also reflected in its 30 offices abroad. The organizational structure employs approximately 600 people in Italy and 250 abroad. In his speech at the recent BIT travel show, the president underscored how the company's growth has never caused it to lose its original identity: a company that has developed while maintaining a family business culture, but with a managerial vision and international ambitions.

Growth through geographical expansion

The presentation at BIT also put the focus on human capital. “The company must be a great place to work. Hence the need to invest in employees, enhancing their skills and creating a stimulating and stable professional environment,” said Dragotto 2026 not only marks an important milestone, but also starts a new phase of development. The strategy envisages growth through geographical expansion, revenue diversification and greater integration with the most dynamic European markets, while continuing to preserve the necessary independence.

Milan Malpensa Airport confirms that “runway 35L/17R will be temporarily closed to flight operations from 16 March-9 May 2026. 

Minimizing the impact on operations

This closure will allow for extraordinary maintenance and technological innovation of the runway.  During the works, which are part of the airport infrastructure maintenance programme, Malpensa will remain fully operational thanks to the use of the second runway, with a reduction in the airport's overall capacity. A joint statement by ENAC and SEA explains that, in conjunction with ENAV, Assoclearance and the carriers, a series of actions are planned to ensure maximum commitment to the coordinated management of activities, with the aim of minimizing the impact on operations and guaranteeing the continuity of service in compliance with the highest safety standards.

“Rescheduling flights to Linate”

improvement of infrastructure and services. We guarantee citizens “the right to mobility by minimizing the number of days the runway is closed and rescheduling flights to Linate: a concrete solution to eliminate inconvenience and ensure continuity of service,” said ENAC’s president Pierluigi Di Palma. ‘The work planned on one of the runways at Milan Malpensa is part of a structured investment plan to ensure the long-term infrastructure solidity, safety and operational reliability of the airport, strengthening its competitiveness,” said Armando Brunini, CEO of SEA Milan Airports. “Advance planning of the work will minimize the impact on users and ensure operational continuity and the quality of service for passengers using Milan’s airport system."

A new LED lighting system

The works will involve resurfacing the runway and aircraft taxiways, as well as modernizing the technological systems, with the aim of ensuring high standards of safety and operational reliability over time. The lighting system will also be completely replaced, with the use of innovative LED lamps and the installation of a new lighting monitoring system. The works will also affect part of the taxiways, requiring some changes to the usual procedures for managing aircraft ground movements, and will be carried out 24 hours a day, seven days a week.   

Increased capacity at Milan Linate

ENAC, at the operator's request, has temporarily increased the operational capacity of Milan Linate Airport, limited to the period of closure of runway 35L at Malpensa, in order to allow the temporary reallocation of part of the historical traffic operated by Milan Malpensa. In particular, the capacity of Milan Linate airport, set at 18 movements per hour, has been increased to a maximum of 8 additional movements per hour, only for flights to/from Schengen destinations, operated with narrow-body aircraft. Within the new temporary capacity, the actual use to date is two additional movements per hour, limited to certain time slots.

Elle Viaggi offers a different way of travelling and the Basilicata you don’t expect to discover.  

Compete cultural experiences 

It is a more conscious, more profound, more authentic way of travelling.  Based in Basilicata, Elle Viaggi stands out for its original itineraries that are off the beaten track, designed for those who want to get to know the country through art, history, hidden villages and local communities. Elle Viaggi transforms every trip into a complete cultural experience, where the territory is not just a destination but a story to be lived. The tours are conceived as true narrative journeys, in which art, architecture, landscape and traditions interact with each other, creating immersive and engaging experiences. Emblematic in this sense is the rediscovery of little-known villages, charming historic centres and places of art far from mass tourism, enhanced through guided tours, experiential activities and innovative formats.

Theme tours linked to art and culture

Among Elle Viaggi's most original offerings are theme tours linked to art and culture, combining historical insight with an experiential approach, as well as itineraries that intertwine artistic heritage, nature and food and wine, also available in ad hoc packages tailored to different travel needs.

Making a cultural visit a true narrative adventure

One of Elle Viaggi's strengths is its ability to combine art, history and play, as demonstrated by the innovative tour “Guided tour of Tursi playing Toursikon”, an immersive experience that transforms a cultural visit into a true narrative adventure. Other eexamples of the most evocative itineraries include the “Borghi e Natura” tour, a three-day journey through the Calanchi, the Pollino National Park and the historic village of Rabatana, discovering unique landscapes and local traditions. The tour of vineyards and castles is an immersion in the history, architecture and flavours of Vulture with local wine tastings and visits to ancient castles, and the Basilicata Wine Tour is a food and wine itinerary with walks in vineyards, visits to wineries and insights into the culture and identity of the area.

The human dimension is central

Elle Viaggi takes a tailor-made approach to creating trips, taking care of every detail and accompanying travellers throughout every stage of the experience. The human dimension is central: small groups, direct relationships with guides, producers and local businesses, and a focus on sustainability and respect for the local area are fundamental elements of the company's philosophy.