The map of tax-free shopping in Italy is changing, with new visitor flows from Latin America, Turkey, and India.
Multi-city trips with experiences and shopping
From 2019 to today American and Arab visitors have taken the place of the Chinese and Russians. Latin America, Turkey and India are now the new markets to watch, having more than tripled their tax-free spending (+208% over 2019), doubling their market share from 7% to 14%. This trend does not appear to be cyclical. Lybra Tech's forecasts for the first four months of 2026 confirm a growing demand, especially from Brazil, Argentina, Turkey and India: markets that plan complex, multi-city trips with a strong experiential and shopping component.
Latin American spending is up 161% over 2019
Latin America is now the most significant area among emerging nationalities (8% of the total), with spending up 161% over 2019. Rome remains a privileged hub, while the consumer profile is evolving with fewer ultra-high spenders, and more aspirational shoppers, attentive not only to luxury but also to premium brands, lifestyle and perfumes. Brazil, Mexico and Argentina account for almost 80% of volumes, with different purchasing behaviours and destinations, but with the common denominator of medium-long stays and family trips.
Turkey’s explosive growth
Turkey has seen the most explosive growth (+428% over 2019). Milan remains central, but the outlet channel is emerging as a strategic lever, capturing a growing share of spending. Turkish shoppers spend more, buying fashion, footwear and watches, and show a generational polarization that favours both Gen Z and over-59s. India completes the picture with 164% spending over 2019, and a young, planning-oriented and strongly luxury-oriented clientele, with Milan and outlets as shopping hubs and Venice as a symbolic destination, mainly in spring with average stays of 3-4 nights.
Florence is chosen for shorter stays
Both the Indian and Turkish markets show a preference for Venice, with Rome particularly strong in January. Milan has a more heterogeneous target audience, with a balanced mix of couples, families and groups. Florence is chosen for shorter stays, mainly for family trips as part of multi-stop itineraries. For retail, hospitality and destinations these markets are no longer a promise, but are alive and doing very well indeed. Intercepting them requires reading new seasonal rhythms, evolving consumer behaviour, and emerging geographies of value
