Following a summer of 2025 with an average of 8 rooms sold for every 10 available in Italian hotels and other accommodations, operators report that they have already sold one in every two rooms in the coming months, with increasing bookings from France and Germany, followed by Switzerland, Belgium, the Netherlands, and Austria. This is the first picture emerging from the most recent study produced by ENIT, the Italian National Tourism Agency, as part of the Chambers of Commerce's Observatory on the Tourism Economy. For the fourth year in a row, historical and cultural heritage continues to be the primary reason for visiting Italy (35% of tourists), with ease of access/good transport connections (22%) and proximity to the destination (20%) following in that order. However, looking at how tourism demand has evolved over the past fifteen years, we see that today’s visitors are more interested in an active and immersive tourism, rooted in the cultural and food-and-wine traditions of destinations. The foreign component of demand has gradually increased, rising from 46% in 2010 to 56% in the summer of 2025 (taking into account overnight stays in lodging facilities and private homes); and an increasingly high-spending target demand, investing an average of 86 euros per capita per day in the region for accommodation and 105 euros for all other expenses.