For the CST, Tourist Studies Centre of Florence, the number of foreign visitors in Italy is on the rise, with a 3.6% increase over 2022.
Growth for hotels and non-hotel facilities
The surge in foreign visitors was particularly notable in the hotel sector, which posted a growth of 4.9%, and in non-hotel facilities which saw a 2.2% increase. The great art cities emerged as the preferred destination for international tourists, experiencing a substantial growth of 6.5%. The French, Dutch, US, and Polish markets showed significant growth, while arrivals from the Czech Republic, Belgium, Switzerland, Australia, Canada, Hungary, Spain, and the United Kingdom also saw slight increases. Stability was observed in tourist numbers from Brazil, Germany, Scandinavia, South Korea, and Israel, while arrivals from India, Austria, China, and Japan declined.
A wide range of products in demand
Although visitors from European countries remained the majority, there were notable variations in the growth of arrivals. The French, especially favoured the Northwest, South, the islands and the Centre, displaying preferences for lakes, mountains, and the art cities. Dutch tourists rose, favouring seaside resorts, lakes, countryside and mountains. For Polish visitors the art cities, rural areas, and mountains were the preferred choice. Belgian tourists leaned towards mountain, seaside, and countryside locations, while visitors from the Czech Republic showed a predominant interest in lakes, the sea, and spa products. Swiss tourists, prevalent in the Northwest, South and the islands, favoured seaside resorts, rural and mountain areas, and spas.
“We have to address challenges like climate change”
Tourists from the United States, making a welcome return to Italy, were reported to be increasing, particularly in the Centre, South, and on the islands. Their choice fell on art cities, rural areas and mountains. Australians, although with a modest impact, predominantly chose the South, the islands, and the Centre, with preferences for art cities, seaside resorts, and lakes. Vittorio Messina, president of the Assoturismo Confesercenti traders confederation, commented, “Foreigners have significantly contributed to Italian tourism this summer. As we continue to showcase our extraordinary appeal worldwide we now have to address long-standing issues such as infrastructure, airfares, and deseasonalization. And also contemporary challenges like climate change and the imbalance between demand and labour supply.”
