Inbound tourism to Italy is on the crest of a wave according to ENIT’s monitoring data which crowns Italy at Christmas and New Year.
Long-haul trips to Italy rose by 43.8 percent
Monitoring tourists from 13 target markets, during Christmas, New Year and the Epiphany holidays, Italy saw an increase in tourist sales of 46.8% and up to 50% taking the EU countries. Long-haul trips to Italy also rose by 43.8%, driven by the United States, Canada, Mexico and Asian markets. From 30 December 2025 to 7 January 2026 the average saturation rate of Italian accommodation facilities stood at 47.8%, an increase of 2.6% compared to the same period in 2024. The Ministry of Tourism data puts Italy at the top of the European podium, ahead of its main European competitors, which do not exceed 47% over the same period.
Italy outdistanced destinations such as Greece, Spain and France
The figure shows a positive trend both in terms of absolute performance and international competitiveness, outdistancing destinations such as Greece, Spain and France. In particular, the Valle d'Aosta region posted a saturation rate of 66.72%, ranking first in terms of employment level during the period under study. This is followed by the Autonomous Province of Trento, with an average 66.04% and the Autonomous Province of Bolzano with 64.35%, thereby confirming the strong attractiveness of Alpine destinations for winter tourism and activities linked to the ski season. Significant performances were also found outside the Alpine regions with Umbria recording 56.03%, and the Abruzzo 51.5%.
Art and culture top the bill followed by food and wine
Artistic-cultural packages are the most requested by foreign tourists with Rome, Florence and Venice being the cornerstones of Christmas travel. Mountains and skiing with the Dolomites, and the Valle d'Aosta and Trentino regions were among the main choices especially for the Austria, Germany and Asian markets. Food and wine were in high demand 11.6%) while religious tourism and pilgrimages were strong in both European (8%) and overseas (7%) markets, driven by the Jubilee 2025, Rome and Assisi. Small towns and villages (7.5%) were in high demand from Canada, the USA and Australia, while Southern Italy had a lot of appeal for both macro-areas. And destinations such as Naples, the Amalfi Coast, Sicily, Apulia and Matera attracted tourists during the Christmas period, thanks to their traditions, mild climate and cultural and culinary offer.
Jelinic: "Italy as a destination continues to grow”
"Italy as a destination continues to grow. Visitors are arriving from countries close to us, while those from countries like the USA, Canada, Australia, and the entire Asian region, are also on the rise. Italy is chosen as a holiday destination by foreigners for manifold reasons: art, culture, sea, mountains, mild climate, food and wine, luxury and much more, testifying to the unique offer that our country is able to provide,- adds Ivana Jelinic, managing director of ENIT, the Italian National Tourist Board. .
