The Destination Wedding sector completed 2023 with a turnover of 803 million euros, up 34% from 2022. 13,600 foreign couples choose to have their weddings in Italy (+22% estimated). However, Italians "migrate" to marry in an area other than their place of residence: eight million couples, for a parallel market worth 332 million euros in turnover, an increasing trend. The Convention Bureau Italia conducted a study of 814 supply chain businesses and predicted an 8.8% growth in 2024, with 1,200 more events. 63.8% participate in a symbolic rite: we frequently marry in our home country before traveling to Italy to enjoy the occasion, recreating the wedding. Couples arrive primarily from the United States. Tuscany is frequently chosen, but Puglia is also gaining popularity. The desire for the location has evolved over time: we began with 5-star villas and hotels, then historic properties, and now there are vineyards, beaches, boats, and mountain cabins. This is a good thing because it represents the best of what Italy has to offer beyond the well-known Venice, Florence, and Amalfi Coast. It is increasingly a high-quality tourism that seeks for unique and original destinations.
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