Wedding tourism is “rewarded by an integrated offer,” says Francesco Trapanassi, director of Toscana Promozione Turistica.
Four million overnights for weddings in 2024
The wedding sector continues to confirm itself as a strategic asset for the Italian tourism industry. According to the Destination Weddings Observatory, in 2024 Italy recorded four million overnight stays for weddings, involving 960,000 people and generating a revenue of almost €1 billion. The average expenditure per event is also on the rise (+4.2%), as are the weddings of foreign couples, which topped 15,000 in 2024. Tuscany represents one of the most consolidated and performing destinations. The region, already chosen in 2022 by 21% of foreign couples getting married in Italy, continues to remain in the ranking of the most popular destinations.
The average expenditure per wedding is around €65,000.
“Our analyses allow us to understand how the wedding demand is shifting towards increasingly customized experiences integrated with the destination,- says Francesco Tapinassi, director of Toscana Promozione Turistica. - Tuscany attracts not only for its scenic and cultural beauty, but also because it is able to offer weddings that go beyond the formal ceremony, stretching to wedding weeks, symbolic ceremonies and experiential events.” The data collected for 2023 by the Destination Weddings in Tuscany Observatory confirm a positive trend: about 2,600 international weddings, +12.5% compared to 2022, with a turnover of more than €170 million and an average expenditure per event of around €65,000.
Tuscany has over 1,100 wedding locations
"One of the most interesting factors is the spread of symbolic celebrations: it is no longer just about the civil or religious rite, but events that recount a life experience, often lasting several days in villas, historical residences, villages and wineries. These ceremonies are free from formal constraints and allow greater freedom in the choice of locations and settings, expanding the opportunities for the regional offer.” Tuscany also stands out for the quality of its integrated offer: with more than 1,100 locations available, the region leverages the entire supply chain from catering, floral design, and photography to mobility and hospitality services, enhancing distinctive elements such as the landscape, food and wine, and the cultural heritage.
Growing demand for smaller towns and villages
Another key element of the regional strategy is represented by “broader Tuscany,” the aim being to support lesser-known areas which can offer unique experiences and contribute to a more balanced distribution of tourist flows. “We give equal dignity to all of our 273 municipalities today the demand today is seeksìing authenticity and discovery, not just iconic places,” adds Tapinassi. So the Region is organizing press and educational events and meetings with wedding planners and tour operators in secondary destinations with the aim of promoting new products and fostering the emergence of competitive proposals even in smaller towns and villages.
