As outlets and destinations redraw the value map, shopping tourism is one of the most solid and strategic drivers of European tourism.
A market estimated at $267 billion
Italy’s network of outlet villages is among the best performing in Europe, consolidating its position as a privileged destination for travellers looking for culture, lifestyle and shopping. Risposte Turismo forecasts that the shopping spend of foreign visitors in Italy will come in third after hospitality and catering, in a global market estimated at $267 billion with an annual growth rate of 9.3% to 2031. “International tax-free tourists in Italy alone record average receipts in excess of EUR €1,000,” says Francesco di Cesare, president of Risposte Turismo.
A broad brand mix
Global Blue confirms a structural change in demand. In the first half of 2025, with tax free spending up an estimated 3%, outlets showed the most dynamic performance. Scalo Milano Outlet & More recorded +66% by shoppers from the United States, Middle East, Canada and Switzerland, with new growth flows from India and Argentina. These results are supported by a broad brand mix and services aimed at a young, international audience, with Gen Z and Millennials generating more than half of the spending. Neinver's The Style Outlets, from Vicolungo to Castel Guelfo, are also reinforcing their role in deseasonalized tourism with experiential services, territorial partnerships and projects such as the Style Passport, conceived as a journey linking the group’s multiple European centres.
Top spenders from the US, the Gulf and South-East Asia
Land of Fashion (ROS Retail Outlet Shopping) is evolving its villages in Franciacorta, Valdichiana, Palmanova, Mantua and Puglia by integrating retail, local culture, food and beverage and sustainability, with a growing focus on the Gulf, North American and Brazilian markets. Serravalle Designer Outlet is consolidating its position as a European luxury hub, focusing on premium services, synergies with DMOs and tour operators, and is increasingly oriented towards top international spenders from the United States, the Gulf and South-East Asia.
