Today, 27 September, is World Tourism Day; how does this celebration resonate with Italy?
Tourism accounts for over 13% of Italy’s GDP
World Tourism Day will be celebrated globally today, highlighting the cultural, economic, and social value of travel. For Italy, a country where tourism accounts for over 13% of the GDP, this celebration will serve as a reminder of how crucial it is for all stakeholders in the industry to address existing challenges while continuing to enhance and elevate the visitor experience.
Italy welcomed over 71 million visitors in 2024
Italy’s landscapes, from the canals of Venice to the Amalfi Coast and from Rome’s Colosseum to the sun-drenched beaches of Sardinia and Sicily, drew over 71 million visitors last year, and projections indicate this number is destined to go on growing. Tourism supports millions of Italian jobs, especially in areas reliant on art, food, and culture. It also sustains local crafts, agritourism and hospitality, enriching communities and preserving natural wonders and historic towns.
Balancing visitor demand with environmental protection
The theme of World Tourism Day 2025 “Tourism and Peace,” underscores travel’s role in fostering intercultural understanding and sustainable development. In Italy the celebration should be seen as a time to ponder on how best to balance visitor demand with environmental protection, especially in destinations like the Cinque Terre, Venice, Florence and Rome that have fallen victim to over-tourism
A global ambassador of goodwill, traditions and hospitality
Italy has long been, and still is, at the forefront of innovation in many fields, and is increasingly promoting slow tourism, eco-friendly travel, and lesser-known destinations in an effort to ensure it maintains a balance between financial sustainability and ethical tourism practices. As the world honors tourism today, Italy can proudly embrace its legacy as a timeless destination and a global ambassador of goodwill, traditions and hospitality.
