Shopping is a sector that is growing by leaps and bounds, andit is redefining Italian tourism.
Generating value for all concerned
Shopping is no longer simply about buying something to take home. Across Italy, outlets are evolving into tourist hubs, connecting retail with hospitality, culture, gastronomy and local experiences. Through partnerships with hotels, tour operators, tourism boards and cultural attractions, they are becoming an integral part of the travel experience, generating value far beyond the shopping centre itself. Today shopping is part of a broader journey encompassing food and wine, heritage, entertainment and personalized services, and the challenge for outlets is to create experiences that encourage visitors to stay longer, explore further and discover the character of their destination.
A market in transformation
In the first half of 2026 the number of tax-free shoppers in Italy increased by 5%, driven particularly by Generation Z, which recorded growth of 22%. The United States remained the leading market in terms of tax-free spending value, while the premium and lifestyle segment expanded, reflecting demand for distinctive yet accessible products. According to Stefano Rizzi, managing director Italy at Global Blue, tax-free spending accelerated after a cautious start to the year, growing by 11% in May and 6% in June; the first half closing 2% above last year. "Sustaining this momentum will require personalized experiences, stronger engagement with younger generations and preparation for the return of the major Asian markets." British travellers, representing 4% of total volumes, increased their spending in Italy by 13%, while Milan and Rome remain the principal destinations for international shopping. Meanwhile, traditional luxury shows signs of slowing as premium lifestyle offerings gain ground.
The power of the tourism ecosystem
A shopping destination's competitiveness is no longer measured by its brands alone, but by its connections with the local area. Partnerships with destination management organizations, accommodation providers, airlines, tour operators and institutions help attract higher-quality visitor flows while benefiting restaurants, transport and local businesses. For Daniele Rutigliano, senior tourism manager at McArthurGlen, success depends on a unified approach in which "shopping, hospitality, services and the local area form a complete experience."
Value for visitors and destinations
At Serravalle Designer Outlet, collaboration with tourism partners supports integrated initiatives that respond to changing traveller behaviour, thus generating value for visitors and destinations alike as in the case of Torino Outlet Village which benefits from its proximity to Turin, the Langhe, the lakes and routes towards France and Switzerland. In Sicily, Sicilia Outlet Village occupies a strategic position along the Palermo–Catania motorway. Partnerships with tour operators, participation in international trade fairs and initiatives combining shopping, culture and heritage are strengthening its role as a tourism hub and also helps balance seasonal visitor flows and promote the island's hinterland.
Shopping promotes the local area
Caterina Zellioli, tourism manager NEINVER, says the company has built relationships with tourism stakeholders around Vicolungo and the Lakes region, as well as in the Bologna area for Castel Guelfo. The aim is to establish The Style Outlets as hubs for promoting their local areas. Francesco di Cesare, president of Risposte Turismo, highlights the growing appeal of visiting production sites to discoverwhere products originate and meeting the people behind them. "These experiences strengthen the connection between shopping, local identity and the genius loci, the distinctive spirit of a place."
Shopping is a gateway to discovering Italy
Products remain important, but the quality of the experience increasingly determines the success of a visit. Catering, dedicated services, events, family-friendly facilities and links with local attractions encourage longer stays and greater visitor satisfaction. “An outlet is now a destination in its own right,- says Zellioli. -Travellers want more than shopping: they seek authenticity, local cuisine, quality services and opportunities to discover the surrounding area. At Vicolungo The Style Outlets and Castel Guelfo The Style Outlets, retail is increasingly integrated with the tourist attractions of their respective regions. The most successful shopping destinations will be those that tell a compelling story, connect visitors with local culture and transform a shopping trip into a memorable journey. In this evolving landscape, the outlet is no longer simply a place to spend money, but a gateway to discovering Italy.
