Every year, on 27 September, the world celebrates World Tourism Day.
Tourism plays a vital role
This international occasion focuses on the importance of tourism and its contribution to society, culture and the global economy. Tourism means much more than travelling as it is a tool for preserving cultural heritage and boosting employment and economic growth. But why was 27 September chosen? The date was established in 1979 by the World Tourism Organization (UNWTO), now known as UN Tourism, at its general assembly in Torremolinos, Spain, to mark the day the agency's statutes were adopted, and the first World Tourism Day was celebrated in 1980. Every year World Tourism Day focuses on a specific theme, with conferences, cultural events, exhibitions, educational initiatives and activities organized by governments, tourism organizations, businesses and local communities around the world.
The "Why tourism is an industry" event in Rome
As one of the world’s major tourism destinations Italy uses the occasion to highlight its extraordinary heritage of art, history, archaeology, landscapes, food, traditions and hospitality. This year's theme focuses on the future of tourism in the digital age and the growing role of artificial intelligence, and Italy will give the day a distinctly cultural dimension, with an event announced by the Italian ministry of tourism at the Temple of Venus, between the Colosseum and the Roman Forum in Rome. Entitled “Perché il turismo è un’industria” (“Why tourism is an industry”), the event will bring together government and city administrators with tourism stakeholders to discuss tourism's economic, cultural and social importance for Italy.
Celebrations at the Colosseum and the Temple of Venus
The celebrations will also place Rome’s extraordinary heritage in the international spotlight. A special event at the Colosseum with Alberto Angela, the Italian television presenter, author and science communicator who will focus on Julius Caesar and ancient Rome. Angela will bring history and archaeology to a broad television audience, connecting Italy’s ancient heritage with contemporary cultural tourism. The choice of the Temple of Venus and the Colosseum is symbolic, as together they represent the extraordinary historical legacy that attracts visitors from around the world.
Occupancy rates put Italy ahead of Spain and France
The ministry of tourism recently released figures showing Italy hosted 72.4 million arrivals and 276 million overnight stays this summer from June to August. This means over 5.5 million more overnight stays than in the same period in 2025, which is a 2% increase with an average stay of 3.8 nights, leaving occupancy rates for accommodation facilities in Italy "a full 13 percentage points ahead of Spain and 23 ahead of France,” said tourism minister Gianmarco Mazzi.
