Shopping Tourism is a fast-growing phenomenon in Italy as the figures show.
An event for tourism and retail operators
The 2026 edition of the Italian Shopping Tourism Monitor was presented in Parma as part of the annual study and discussion day, an event launched in 2016 by Risposte Turismo to analyze the dynamics of shopping tourism in Italy and around the world. The event provided an opportunity for operators from both the tourism and retail sectors to meet and exchange views, and Francesco di Cesare, president of Risposte Turismo, presented this year’s edition.
The UK is Italy's third inbound market
In recent years, the research report has examined the US, French and German markets in depth; this year, the analysis of demand has focused not only on Italy but also on the United Kingdom and Spain, which are two markets of particular significance for Italy’s inbound tourism. The UK is the third-largest European country in terms of arrivals in Italy and ranks third overall for tourist spending, whilst Spain is the seventh-largest European market for arrivals and the fifth for spending.
Spain is another very strong market
"The survey confirms that Spain and the United Kingdom are two markets to which Italy must pay particular attention. Already significant for our inbound tourism and tourist spending, they show a strong familiarity with shopping-driven travel and a very high level of interest in our country. It further highlights how Italy’s appeal does not depend solely on value for money or the presence of major brands: quality and design, the charm of the locations, local specialties and artisan workshops all play a part," said di Cesare.
Street stalls and small artisan shops are popular
The 2026 Italian Shopping Tourism Monitor provides a wealth of interesting data; amongst other things, highlighting that, of the sample surveyed of British and Spanish travellers 71% of Spanish tourists and 67% of UK visitors have already travelled specifically to go shopping. British tourists are the least likely to have chosen Italy for a shopping holiday (48%) but are the most interested in doing so in the future (48%). Among Spanish shopping tourists 70% have already travelled to Italy for shopping and 29% would like to do so. British and Spanish shopping tourists mainly choose markets, stalls selling local specialties and small shops run by local artisans. "
Italians are less inclined to travel for shopping
The tourists are more likely to be international than Italian, and perhaps it is Italians themselves who are least inclined to travel for shopping. This points to a key insight for operators involved in the sector: they must open up to the international market and be prepared – in terms of languages, customs and preferences – to meet a demand that is already significant today and will grow over the years.”
