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.
