Italy is a favorite holiday destination for foreign tourists in Europe. In particular, it attracts more citizens from overseas, with 75% of Americans, and even 88% of Brazilians who indicate it as the desired destination among those of the Old Continent. Among Europeans, the most likely to travel to Italy are the French (74%), followed by Germans (70%) and English (65%). These elements emerge from a study conducted by Istituto Piepoli for Confturismo-Confcommercio on a representative sample of American, Brazilian, German, French and British travelers. Attractiveness, hospitality and safety are the main reasons that push foreigners to choose Italy as their next trip. What catches the attention are the great cities of art: Rome, Florence, Venice, Pisa but also Milan, Naples, and tourist destinations such as Sicily, the Amalfi Coast, Lake Como, Lake Garda. Among those who have not chosen Italy as a destination for their trip to Europe, the reasons are determined by the fact that they plan to come to Italy in the future, have already been in the past or consider Italy an expensive destination, especially among young people (18-34 years).