The first half of 2026 saw a significant increase in tourism in Italy, with an overall rise in arrivals of 4.43% compared with the same period in 2025. This was reported by the Italian Ministry of the Interior, which also highlighted the regions that showed the most significant results: Calabria: +10.54%, Umbria: +9.7% and Piedmont: +9.22%. Other regions such as Sardinia (+8.24%), Apulia (+7.43%) and Liguria (+6.56%) also contributed to this positive trend.

With regard to arrivals from abroad the increase was 6.45% over 2025. The regions that benefited most from the boost in international visitors include Calabria (+23.19%Puglia (+14.63%), Abruzzo (+14.04%), Molise (+13.14%), Basilicata (+11.55%), Sardinia (+11.44%) and Piedmont (+10.38%).

These figures give pause for thought and could signal a change in direction, with a move towards "lesser-known" destinations compared to the most prestigious cities and the best known and most sought- after regions. We shall see whether the figures for the second half of the year confirm a trend that could redistribute tourist flows more evenly, while benefitting lesser-known areas and local economies.

Combined with an extension of the peak seasons, this trend could mark a turning point set to develop further in years to come. Meanwhile, regions such as Calabria, Abruzzo, Molise, Basilicata, Piedmont and Umbria are reaping the rewards of a tourism policy that has successfully generated value.

Isabella Cattoni
Journalist

Isabella Cattoni
Journalist

Even in times such as these characterized by an especially complex geopolitical landscape, the luxury hospitality sector continues to deliver significant results and to attract a segment of the clientele that is largely unaffected by economic fluctuations. This certainty forms the basis of the challenge undertaken by AG Hotel Consulting, a company that has grown within the AG Group and down the years has established itself as a benchmark for anyone seeking comprehensive consultancy in the high-end hospitality sector.

Tailored excellence

Developed through a careful analysis of guests’ needs at AG Hotels’ properties, the company, founded in 2011, aims to build excellence in hospitality, providing personalized support to all players in the high-end Italian hotel sector, from individual hoteliers to investment funds, family offices and small hotel collections.

Opening doors to key international markets

Each client is assigned a dedicated team and together they oversee the project, developing it through every stage in order to maximize growth by cutting out the middleman on many internal services, which are delegated to AG Hotel Consulting. “The model is a success, just consider that from the 15 contracts signed in 2023, we now have a portfolio of 35 4-star and 5-star properties of various types, and the aim is to reach 70 by 2030," says COO Pietro Moretti who added that the selection focuses on boutique hotels with up to some 100 rooms and on high-end properties in general. "Underpinning the project are economies of scale and the strength of the AG Group brand, which allows us to leverage existing synergies with AG Hotels and AG Boutique Journey, our in-house DMC that opens doors to key international markets.”

AG Hotel Consulting Team

A dedicated task force

Through a task force dedicated to each specific client, AG Hotel Consulting “develops all the key elements required to support a structured, multi-phase growth strategy” tailored to the individual’s needs in a strictly bespoke manner. “We apply the same business model used for our own properties, offering representation at the main industry trade fairs, as well as revenue, marketing and partnership agreements consultancy”.

The owners retain full decision-making autonomy

“We optimize clients’ websites through targeted digital marketing strategies, develop valuable relationships supported by a very extensive commercial database, and ensure maximum visibility for the properties we represent. A comprehensive service, above all tailored to the client’s actual needs, assessed and agreed upon following a thorough analysis of each individual situation.” The only aspect that AG Hotel Consulting deliberately does not take on is the administrative side: “That remains with the owners, who thus retain full decision-making autonomy,” explains Moretti.

Two management formats

From an operational perspective Moretti refers to two different management formats. “The Distribution Plus formula is aimed at hotels already in operation, interested in improving profitability and performance through qualitative growth. This model offers a range of services and opportunities for improvement in the areas of sales representative, revenue, digital marketing and social media communication, to name but a few of the aspects covered.” For new properties AG Hotel Consulting offers Manchising, “which literally combines the solidity of management with the flexibility of franchising. It is an ideal formula for newly opened hotels, start-ups or establishments requiring strategic repositioning - explains Moretti ".

"AGHC - he continues - -offers them comprehensive consultancy, including for example, a structured database, more in-depth commercial support, technical assistance and support with bookings, as well as social media communication initiatives”.

Know-how honed over more than 25 years

“All activities are carried out by an operational team that works continuously, coordinated by one of our operations managers who liaises with the client’s front office. Under this model, back-office services are managed directly by us, ensuring significant optimization of costs and processes.” A key strength of the AGHC model is being part of a group of hoteliers with know-how honed over more than 25 years of experience in the high-end hospitality sector. “We speak the same language as our clients, and this allows us to create vibrant and dynamic operational synergies that can optimize performance to work on long-term projects.”

Hotel The Indipendent

Hotel The Indipendent

Hotel The Indipendent

Hotel The Indipendent

Hotel Livata Mountain Wellness

The value of training

Another issue particularly close to AG Group’s heart is training. “Our ambition is to establish an Academy, a school that can train young talent across the various fields of the hospitality industry, from front office to F&B, to operations. Furthermore, we are working on fam trips and events in collaboration with tour operators, with the aim of bringing international operators to discover our hidden gems. You don't have to open a hotel in a famous tourist destination, even small, lesser-known locations can hold unique surprises, and AG Group is able to identify and promote these on an international scale.” 

A winning business model

An example of this “win-win” business model is the Hotel della Piana in Avezzano. “Thanks to our joint efforts with the owners, who believed in AG Hotel Consulting and invested in creating a country urban resort, the average room occupancy rate in 2025 stood at 77%. This is a significant figure, especially given the property’s location in a small town in the province of L’Aquila. And this is the winning business model from which we would like to take inspiration."

Advertorial

It is much more than just a catchphrase, and in Italy too it is becoming an established trend: the luxury market is the only one that continues to attract travellers and, even in challenging times such as these, manages to make a significant contribution to the revenues of organized tourism operators.

The topic remains highly relevant, and examples are multiplying. For years, a historic brand such as Club Med, with its Exclusive Collection, has pursued an upward repositioning that has yielded tangible results in terms of revenue and, above all, profit margins. 

The presence of brands created specifically to offer top-tier products within groups such as Nicolaus-Valtur or Th Group is now well established. In the case of the Nicolaus group, the Valtur Lifestyle collection was conceived, an upscale line that complements the Raro brand, the top-of-the-range offering from Nicolaus. 

Within the Th Group, alongside Th Resorts and Baobab, Markando has coexisted for years; though less well-known than the other brands, it is able to fulfil its role as an organzer of high-end tailor-made holidays. One of the latest developments concerns Veratour, a long-established brand dedicated to ‘Made in Italy’ resort holidays. Here too, the tour operator is expanding the Linea segment, dedicated to bespoke travel, with the luxury Aura Wellness Resort collection.

All things considered, an increasing number of tour operators are determined to focus on a segment which, even in times of general market difficulty, manages to deliver satisfaction and have a positive impact on margins and advance bookings.

Isabella Cattoni
Journalist

2026 looks set to deliver positive results, as inbound tourism continues to drive growth. 

A robust recovery in inbound tourism

This is confirmed by Lorenzo Rossi, CEO of Beverly Travel and BookdiaFork, part of the Beverly Vacanze group.  "This year we anticipate a robust recovery in inbound tourist numbers. The most promising markets include Asia, particularly China and India. These are joined by European destinations, and the United States continues to be a key market, with strong potential for luxury tourism. Among emerging markets, Latin America and certain regions of Africa are gaining attention, thanks to themed packages.”

Greater demand for last-minute bookings and short stays

Beverly’s strategy focuses on quality tourism rather than simply increasing numbers. “We believe that offering unique and well-curated experiences is fundamental. We aim for ‘fewer but better’ to attract tourists willing to invest in memorable experiences. And although volumes still matter, we are aiming for more responsible and sustainable tourism that prioritizes the customer experience.” As for the ongoing crisis in the Middle East: “Traditional destinations may see a decline in numbers, while lesser-known places are gaining popularity. We are also seeing an increase in demand for last-minute bookings and short stays, reflecting a shift in travellers’ priorities and flexibility.”

The new BookdiaFork app

Among the new products designed to boost bookings, Rossi highlights experiential packages, combining gastronomy, culture and outdoor adventures, and with a particular focus on sustainability, with green activities attracting conscious and responsible tourists. Constant technological updates are also essential: “We are working on apps to improve customer interaction and experience, from booking to sharing feedback. The vehicle for this will be our new BookdiaFork app, available to download from the App Store and Google Play; it is a platform for booking tables, menus and events instantly.”

Tomorrow Travel recognizes the power of bespoke travel, and continues to focus on the key markets in which it has been operating for over 20 years: the United States and Canada. 

Prioritizing quality over volume

“We are also seeing growing, albeit still modest, interest from the UK and the Mexican markets in mid-to-high-end, quality travel,- says Antonella Chiaranzelli, CEO and general manager, Tomorrow Travel. -Recent geopolitical tensions, particularly the conflict in Iran which has significantly slowed the Asian market, are also affecting demand from Anglo-Saxon countries.” Tomorrow Travel has always prioritized quality over volume, focusing on sustainable growth. “We specialize in creating tailor-made trips, for both individuals and groups, bespoke to the client’s needs. This approach allows us to maintain a high level of personalization and attention to detail, offering authentic experiences and quality services without compromising the product’s identity.”

At this stage, “the American and Canadian markets are experiencing a slowdown in demand, mainly due to airport delays and rising airfares, driven by high fuel costs. We incoming tour operators, together with many of our suppliers, are absorbing the cost increases linked to fuel prices, particularly for transfers and daily car and coach hire services. However, should the situation fail to improve, an increase or adjustment in the prices of package holidays is foreseeable, with an inevitable impact on the end customer and a possible contraction in tourist demand. Although Italy continues to be perceived as a safe and reliable destination, the global context is affecting perceptions of travel. There is greater attention to planning and a growing demand for flexibility in booking conditions, as well as concern over rising costs."

Boutique hotels and villas in strategic locations

By 2026, demand will increasingly be geared towards authentic, exclusive and highly personalized experiences. “Alongside the major art cities, there is a growing desire to experience the region in a more intimate way, with options that allow direct contact with the local culture. We have expanded our products with an even more carefully curated selection of boutique hotels and villas in strategic locations, allowing guests to immerse themselves in local life without sacrificing the chance to explore iconic destinations through day trips, as is the case, for example, in Tuscany or along the Amalfi Coast. Among emerging trends there is a growing interest in the Dolomites, even during the summer, and in Sardinia, whilst destinations such as Puglia and Sicily continue to attract strong interest, often included as subsequent stops following an initial stay in Rome. At the same time, demand is growing for multi-generational trips and small group tours, formats increasingly appreciated for their ability to combine flexibility, shared experiences and bespoke itineraries.”

Green Line Tours revamps in a more selective and informed market.

A more informed demand for sightseeing

2026 is shaping up to be another positive year for inbound tourism with a few caveats, and CEO of Green Line Tours, Emanuele Orlando Desideri, says it's important to view the Jubilee without the hype. "It generated huge visitor numbers but also led to concentration rather than a broad distribution of value. We’re seeing a more selective and informed demand for sightseeing. The urban experience is growing, but with greater focus on accessibility and products such as Hop-On- Hop-Off become strategic as they allow us to manage visitor flows in an orderly manner and respond to individual and last-minute demand.” 

Last-minute bookings are on the rise

The United States remains the key market for organised sightseeing, “with solid, high-quality demand. The Gulf markets are also very interesting, geared towards private and premium services, and there are positive signs from Asia, particularly Korea and South-East Asia, which show a growing preference for flexible and well-structured experiences.” International tensions are leading to a more cautious attitude among travellers, “but Italy continues to be perceived as a safe and attractive destination.  This translates into more flexible and responsive demand for sightseeing, with a preference for easily adaptable services. Last-minute bookings and the use of digital channels are on the rise which particularly favours products such as Hop-On-Hop-Off, which lend themselves to being purchased even during the stay and perfectly meet the contemporary traveller’s need for flexibility.”

Objectives and strategies

Green Line Tours aims for “balanced growth, with a strong focus on the quality of sightseeing services. We are investing in vehicles, training and content, but also in product development: Hop- On-Hop-Off, for example, is no longer just transport, but a genuine tool for discovery, enriched by multilingual storytelling and integration with themed experiences.” By 2026, the operator had expanded its sightseeing offering with small-group experiences, themed tours and alternative itineraries, also promoting less crowded destinations. “At the same time,” adds the manager, “we have evolved existing products, integrating services such as the Hop-On- Hop-Off with richer content and experiential combinations.”

New and reimagined products

Efforts to launch new products have paid off: “Demand from Anglo-Saxon markets is growing and increasingly focused on quality and authenticity. In this regard, even established products such as Hop-On-Hop-Off have been reimagined to offer a more refined experience, with greater attention to content and user experience, in line with the expectations of an increasingly discerning customer.”

2026 looks set to be "a complex and uneven year with fluctuating trends, and the aim is to consolidate our figures," says Julian Zappalà, general manager of Dimensione Sicilia. 

"A growing focus on diversification and quality"

“Despite the uncertainties, the outlook remains positive overall, and we are confident of bringing the season to a close with satisfactory results. Europe remains the main target market, both due to its proximity and the stability of demand. At the same time, we are closely monitoring the American market, which is currently maintaining good levels and still represents a significant contribution in terms of volume and value. At this stage the main objective is to consolidate our figures, maintaining the levels achieved in recent years, but with a growing focus on diversification and the quality of our offering," says Zappalà

Tapping into new high-potential market niches 

"Rather than choosing between volume and quality, the strategy is, on the one hand, to preserve existing flows and, on the other, to tap into new high-potential market niches. An interesting example is groups with specific needs, such as the one recently hosted linked to the world of Parkinson’s disease, which has opened up new prospects for more targeted and inclusive tourism. This shows that there are segments that are still largely unexplored but very promising. There has been a significant decline in visitor numbers from Australia, though they have not disappeared entirely. Overall things are uncertain, which is reflected in conversion times which have lengthened and bookings which are more fragmented and less predictable. There is a slight decline of around 5% in some markets, offset by growth in others. This rebalancing confirms a transitional phase rather than a genuine structural crisis".

"Focusing primarily on small, bespoke groups"

Demand from Anglo-Saxon markets remains largely stable: ‘Although it does not currently represent our main market in terms of overall share, the clientele continues to show interest in the destination, but with requests increasingly focused on personalized experiences. We are therefore focusing primarily on small, bespoke groups, that ensure greater flexibility, attention to detail and content more in line with expectations, whilst also offering some regular-departure tours, selected to meet a more structured demand.” Dimensione Sicilia’s strength remains its bespoke product, which forms the heart of its offering. “The bespoke approach, applied to both groups and individuals, allows us to respond precisely to the needs of an increasingly demanding and segmented clientele. At the same time, our regular programme has been enhanced with the introduction of French-language tours, a targeted investment that is already yielding positive results. This expansion enables us to boost our presence in specific markets and improve the accessibility of our offering.”

Holidays with the extended family, a need for privacy, an immersion in nature, a desire for authentic contact with the local area and community: the characteristics of the most sought-after holiday in 2026 follow a very specific paradigm, which many operators in the tourism sector have already developed and interpreted. This is a trend that ties in well with the increasingly frequent demand for villa stays. Not just any property, but a villa perfectly integrated into the local landscape, with a range of five-star amenities that make the holiday feel like a stay in a five-star hotel, just for you.

This is precisely why the survey by Il Sole 24 Ore is so timely, highlighting how the luxury property market is particularly thriving, especially in the South. Italy’s luxury property market is is in fact operating at two speeds, with demand in the high-end property sector set to rise by 6.3% by 2025. The analysis is contained in the Market Report Italia 2026 presented by Engel & Völkers in collaboration with Nomisma. 

Whilst in the North around one in two transactions is for the purchase of a first home, the South and the Islands account for the highest proportion of investment purchases in the luxury property segment, amounting to 23% of the total. These are investments that often stem from a desire to convert properties for tourist use, and that Sardinia, the jewel of the national property market, tops the rankings. On the Costa Smeralda between Porto Cervo and Porto Rotondo, sea-front villas and luxury penthouses are reaching record prices, while the Amalfi Coast and Capri are also consolidating their status as top destinations.

Between these two hubs lies Central Italy, which stands out as the favourite destination for international investors. In this area, foreign buyers, mainly from Europe and North America, account for 52% of the total. In the Tuscan hills and Chianti, moreover, over half of buyers are foreign nationals. Engel & Völkers’ outlook for the current year remains positive. The high-end and luxury segments will continue to benefit from solid demand, driven both by domestic buyers with high spending power, and by international buyers keenly interested in lifestyle and tourist destinations, such as rural areas of particular scenic beauty, art cities and coastal resorts.

Isabella Cattoni
Journalist