Italy’s tourism industry is expected to close the 2025/2026 Christmas and New Year holiday season on a positive note, confirming a steady growth trend largely fuelled by international demand. Total tourist stays are forecast to rise by 1.3 per cent, reaching approximately 17.6 million.
Foreign visitors are expected to provide the strongest contribution, with overnight stays increasing by 3.1 per cent to 8.1 million, accounting for 46 per cent of the total. Italian tourists will remain the largest group overall, with an estimated 9.5 million stays and broadly stable numbers. The outlook could improve further thanks to last-minute bookings, which traditionally play a significant role during the festive period.
The figures come from a survey conducted by the Florence-based Tourism Studies Centre for Assoturismo Confesercenti, based on responses from more than 1,100 accommodation operators. Cities of art once again emerge as the main drivers of demand, supported by a packed calendar of cultural events, with expected growth of 2.7 per cent. Mountain destinations are also performing well, with a projected increase of 2.3 per cent.
Other destinations show modest but positive trends, while on the supply side, non-hotel accommodation is growing faster than the hotel sector. Regionally, central Italy leads growth, followed by the north-west and north-east, while southern regions and islands record more moderate increases.