Italy dominates the luxury tourism sector as the Top Global Destination 2025, ahead of Greece and France, as was underscored by ENIT at the recent ILTM Latin America.

Honeymoons and shopping tourism are growing

Italy also leads the way in honeymoons, ahead of destinations such as Bali, Polynesia and the Maldives, and shopping tourism is also growing with more than 2 million tourists (+7%) and a contribution to GDP of over €2.5 billion Enit S.p.A. the Italian Tourist Board continues to play a leading role on the international stage and was present at the ILTM Latin America in São Paulo, Brazil, a leading trade fair for the luxury travel sector, which attracts exhibitors and visitors from all over the world.

Rome is the top global destination 2025 

The luxury sector is fundamental to Italian tourism. As shown by the latest data from Virtuoso's Luxe Report 2025, Italy tops the ranking as Top Global Destination 2025, ahead of Greece, France, Japan and Croatia in the top five. At the city level, Italy also makes it onto the podium with Rome among the favourite destinations (beating cities such as London and Tokyo).  Another Italian record is linked to honeymoons: Italy ranks first in the ranking dedicated to Honeymoon Destinations; a significant result that highlights our artistic and naturalistic gems, chosen by travellers from all over the world to celebrate a special occasion such as a wedding. In this ranking Italy beats highly sought-after destinations such as Greece, Bali, Polynesia and the Maldives.

Ivana Jelinic

“We are creating value for Italy” says ENIT’s CEO Jelinic

Luxury tourism and shopping tourism are therefore growing phenomena that generate value in Italy: in 2024 alone, there were more than 2 million shopping tourists, an increase of 7% compared to pre-Covid. The data from the Shopping Tourism Monitor, of which ENIT is a partner, confirm the economic importance of this sector. The value of shopping tourism is projected to reach $327.8 billion by 2027 globally. In Italy, the direct contribution of shopping tourism to GDP exceeds €2.5 billion, with China and the United States remaining the target markets.  “We are promoting our tourism offering in key markets such as the United States and Latin America. There is strong demand for luxury stays and shopping experiences, and it is our job to respond to these needs of international tourists in order to create value for Italy,” commented Ivana Jelinic, CEO of ENIT.

The South American market is also growing

In 2024, over four million US visitors stayed in Italy, accounting for 4.6% of total international arrivals and generating 33.7 million overnight stays with a total expenditure of approximately €6.5 billion.  This positive trend is expected to continue to create value for the current year: between April and September 2025, approximately 1.65 million passengers from the United States are expected to arrive at Italian airports (94% on holidays), an increase of +10.7% compared to 2024. The situation is similar for the LATAM market: between April and September 2025, 334,200 airport passengers are expected from this area, an increase of +10.6% on 2024 and with Brazilian, Argentinean, Mexican and Chilean tourists leading the field. 

The province of Trapani in West Sicily will host eighteen international tour operators from 8-12 May.   

B2B meetings and workshops

The tour, organized by the Tourist District of West Sicily, is to promote the destination and to give local operators the opportunity to present their varied offer of services during a series of B2B meetings and workshops to be held on Friday in Marsala. 

Three different itineraries

The international buyers come from Lithuania, Romania, Poland, Spain, Holland, Turkey, Sweden Belgium, the United Kingdom, Croatia and Canada. Three parallel programmes are planned with tours that embrace the entire province and provide experiences of outdoor tourism, well-being and green tourism. One group will focus on the area of Castellammare, Segesta, Calatafimi, San Vito Lo Capo and Buseto; another on Trapani, Erice, Valderice, Custonaci, Paceco and Misiliscemi; and the third on the Mazara, Marsala, Gibellina and Salemi area.

Business meetings at the Baglio Oneto Resort in Marsala

On Friday there will be workshops and B2B meetings for the 18 buyers who will meet local operators from all sectors of the industry in the Baglio Oneto Resort in Marsala. The day will continue with a visit to the Ettore Infersa salt pans in Marsala, and it will conclude in true Sicilian style with a welcome dinner on the islet of Mothia.  

“Aimed at extending and diversifying the tourist season”

“This will be an important opportunity not only to promote the territory but also for the interaction between international buyers and local operators, the result of many relationships acquired over the years,- said Rosalia D'Alì, president of the Tourism District.  -It is also aimed at extending and diversifying the tourist season towards a user base, particularly European, that loves to travel out of season and chooses our area as a place of wellness with unspoiled nature and a slow pace.”

EasyJet has made its debut at Rimini and San Marino Airport with the arrival of its first flights from London Gatwick and Basel.

Flights for the Romagna Riviera

The new routes, announced last November and now operational, will be available twice a week – every Wednesday and Sunday – allowing international travellers to reach the Italian Romagna Riviera.

38 aircraft in four Italian bases

Rimini thus joins the airline's network, further confirming the importance of the Italian market: easyJet has 38 aircraft based at four bases in Milan Malpensa, Naples, Milan Linate and Rome Fiumicino, and operates to and from 19 Italian airports for a total of approximately 260 routes.

Rimini: 40,000 seats this summer

“With the new flights to Rimini from London Gatwick and Basel-Mulhouse-Freiburg, easyJet confirms its commitment to boosting Rimini's international connectivity and supporting the growth of the area, providing 40,000 seats for this summer,- said Lorenzo Lagorio, country manager of easyJet Italy. - We are confident that this collaboration will contribute significantly to supporting passenger mobility in the area and promoting the Romagna Riviera as a tourist destination for European passengers.”

Rome’s hotel industry hit new record-high prices on the eve of the day of the funeral of Pope Francis. 

The eight highest average daily rate ever

It was the strongest performance of 2025, marking an extraordinary moment for the city’s hospitality sector, according to data from CoStar, a global leader in property analytics and real estate marketplaces. The city reached its peak on 25 April, the night before the Pope’s funeral, with hotel occupancy soaring to 88.8%, an average daily rate (ADR) of €351.13, and revenue per available room (RevPAR) hitting €311.90. These were the highest figures recorded in Rome so far this year. And the ADR marked the eighth-highest daily rate ever tracked in Italy’s capital city.

In the centre of Rome average rooms rates were €786,89

The momentum then carried on into the day of the funeral itself, on 26 April, when room rates and RevPAR remained exceptional at €336.45 and €285.25 respectively. These were the second highest of the year, and occupancy stood at a strong 84.8%. On the day of the funeral all Rome’s hotels saw double-digit growth in ADR, with those in the centre of the city posting a remarkable 42.1% year-over-year increase, with average room rates climbing to €786.89.

The trend shows no sign of abating

One unusual factor in all this was how short the notice was, with the funeral coming just five days after the Pontiff’s death. This meant that, unlike major events like concerts and sports tournaments where it is possible to plan months if not years ahead, the sudden demand surge left little time for both travelers and hoteliers to prepare. And the trend looks like continuing as on 7 May, the opening day of the Conclave to elect the new Pope, it is expected to see Rome’s occupancy at an impressive 84.2%, which is the highest figure forecast over the coming three months.

Condor is breaking into the Italian market by stepping up its operations.

Flights from Germany to Italian airports

After launching its direct flight from Frankfurt to Rome Fiumicino at the beginning of April and its route to Palermo, which connects Sicily to Germany via Rome and then to the rest of the world from Frankfurt, the airline is expanding its network for summer 2025. Starting in May, there will be two daily flights between Frankfurt and Milan Malpensa, in addition to the daily flight between Frankfurt and Rome Fiumicino.

No longer just summer destinations

Frankfurt is connected daily to Palermo via Fiumicino, five times weekly to Olbia and twice weekly to Lamezia Terme - two summer destinations that Condor has been flying to for many years. Düsseldorf is connected five times a week to Olbia and twice weekly to Lamezia Terme. The Munich-Olbia connection operates five times weekly, the Munich-Lamezia Terme connection twice a week, and Condor operates between Nuremberg and Olbia twice weekly.

“Next year, we expect to exceed 10 million passengers”

“We fly where our passengers ask us to fly, but also where we have great partners in our network,- says Peter Gerber, CEO of the German carrier. -Italy is one of our most important markets outside the German- speaking countries and we have many Italian passengers flying with us, especially on long-haul routes.

Revenue is over €2 billion. This year, we have operated 43,000 flights, carrying 8.5 million passengers, with a load factor of 89.5%. We have seen 45% growth on long-haul flights compared to the pre-Covid period. Next year, we expect to exceed 10 million passengers.”

Looking for new slots at Linate, Venice and Florence

Italy is becoming a strategic hub for short-to medium-term development: “Condor is now looking to the future in Italy: we are waiting for new slots to become available at Linate, but also at Venice and Florence. We are looking for a new partner and are represented on the peninsula by two key figures with extensive experience in the aviation sector: Lorna Dalziel, area manager for Italy, and Vittoria Luciano, marketing manager for Italy.”

“We have Europe’s youngest fleet”

“Following the bankruptcy of the Thomas Cook group and the pandemic, we decided to invest in improving our aircraft and in-flight services. The growth of our long-haul services has led to a focus on the customer experience. At the heart of everything are our aircraft: a fleet of 18 A330-900s that are between one and two and a half years old. Condor currently has the youngest fleet in Europe, configured with a spacious business class, the best available when flying from Germany or Austria. We have a brand- new product, with new seats and excellent service. This is also reflected in our customer feedback. The A330 also has ample space for cargo transport, thanks to these aircraft, we have re-entered the cargo market.”

The A330neo is the greenest aircraft in existence

Sustainability is part of Condor Airlines' mission, and from 2024 the carrier will operate long-haul flights exclusively with the A330neo, “the greenest aircraft in existence”, guaranteeing a 20% reduction in CO2 emissions and 60% less noise pollution.

Single travel is the fastest-growing travel wave today, and in Italy alone 8.4 million singles are traveling more, spending smarter, and chasing real experiences. Old-school agencies that push couples’ and family holidays need to heed this call to action, as more and more singles demand packages that mean freedom, connection, adventure and experiences. 

Speed Vacanze, Italy’s N°1 singles-only tour operator, designs trips for age-matched groups, with exciting activities that range from wellness to culture and from sports to city breaks. Today’s singles, especially over 40, have money to spend and time to travel, but they are no longer interested in traditional city tours, plodding museum visits and pasta classes. They want tailor-made adventures, singles-only cruises, and off-beat experiences that actually mean something.

Sellers of travel need to realize that this singles market is no longer a niche, it is exploding and it is the new mainstream. And smart operators are already cashing in on this €1 billion market because there is no doubt that the future of travel is single. And it’s unstoppable.

Pamela McCourt Francescone
Executive Editor

The Terrazza Mediterraneo Italian Bistrot is the new gem of unique culinary excellence of the Hotel Mediterraneo in Sorrento. 

Iconic views of the Gulf of Nales and Mount Vesuvius 

The Bistrot, opposite the hotel on the panoramic Piazzetta Marinella, has, as its name suggests, an informal style and a menu featuring the best of Italian gastronomic excellence.  In addition to the chef's creations, guests can enjoy one of the most iconic views of Italy: the Gulf of Naples with the island of Capri on the horizon and the city of Naples on the blue Mediterranean, while the unmistakable cone of Mount Vesuvius stands like a sentinel. The cuisine is based on classic Italian dishes made with the highest quality ingredients in collaboration with the best Italian producers and is entrusted to chef Alessandro Bisconti, making the new outdoor area of the historic Hotel Mediterraneo a must-visit for guests and non-residents alike. 

Lunch by the pool and a relaxing lounge bar

In addition to the new Bistrot, guests at the Hotel Mediterraneo can start their day with an à la carte breakfast with breathtaking views of the gulf, while delicious summer lunches are served in the Aqua Pool Lounge in the garden beside the pool. In the lobby Oltremare Lounge Bar, guests can relax with an aperitif, sample seafood specialties accompanied by wine or champagne, or simply enjoy a signature cocktail created by barman Arturo Iaccarino.

Innovative takes on traditional fine dining

The fine-dining Vesuvio Panoramic Restaurant is an elegant and romantic venue with views of the Gulf and Mount Vesuvius. The cuisine offered by executive chef Giuseppe Saccone, who is joined this year by chef de cuisine Nicola Celentano, is strongly regional with a selection of seasonal ingredients and a strong focus on homemade pasta and breads. The chefs play with traditional recipes, often innovating them according to their imagination but always respecting their essence.  

Cocktails and champagne on the rooftop Vista Sky Bar 

And to top it all off, there is the Vista Sky Bar, the iconic rooftop much appreciated by a sophisticated and cosmopolitan clientele for head bartender Arturo Iaccarino's cocktails and the finest wines and champagnes, accompanied by a carefully selected menu of exquisite dishes from around the world.