Italy remains one of the world's most popular destinations in 2025.
Digital payments are an ally to environmental protection
This is what emerged from the “Travel Trends 2025 - Italy Inbound” survey, together with the fact that digital payments are playing an increasingly central role in travel planning and management, and are considered a useful ally for environmental protection. The survey analyses tourists arriving from the UK, USA, China and the UAE, together with their spending expectations and payment intentions.
78% of trips are concentrated between May and September
And so Italy is confirmed as one of the main tourist destinations in Europe, thanks to how it is able to satisfy different interests. The most frequent motivations among visitors are cultural experiences (60%) and Italy’s iconic art cities (53%), often combined with moments of relaxation by the sea or exploring nature (44%). Travellers who chose Italy tend to concentrate visits to several locations in a short time (56%). 49% of tourists plan stays of between four and seven days, while 45% stay more than eight days. Although Italy is a popular year-round destination, most trips are concentrated between May and September (78%).
American visitors are the biggest spenders
The average spend is around €2,535 per person, with significant differences between countries, ranging from €1,890 for British tourists to €2,900 for Americans and tourists send on average of 14% of their annual income on their stay, while a third of respondents (32%) expect to spend more than last year, with an average increase of 18%.
