Italy’s tourism sector is on the verge of a record-breaking year in 2025, with international visitors expected to spend an unprecedented 60.4 billion euros, according to the latest data from the World Travel & Tourism Council (WTTC). This remarkable forecast is a direct result of Italy’s strong post-pandemic recovery and its continued allure as one of the world’s most sought-after destinations. The country’s unmatched appeal in areas such as luxury, wellness, culture, and gastronomy has solidified its position as a global tourism leader. With the increasing demand for travel to Italy and the ongoing investments in tourism infrastructure, 2025 is set to be a historic year, reinforcing Italy’s status as a powerhouse in the global travel industry.

Italy’s tourism sector is set to achieve unprecedented growth in 2025, with international tourist spending projected to reach an all-time high of 60.4 billion euros. This remarkable achievement is a testament to the country’s strong post-pandemic recovery and continued appeal as one of Europe’s premier destinations. Italy remains a global leader in various sectors such as wellness, luxury, culture, and gastronomy, further solidifying its status as a top choice for tourists worldwide.

A Surge in Economic Contribution

The latest figures from the World Travel & Tourism Council (WTTC) reveal that the tourism sector will contribute significantly to Italy’s economy in 2025. According to the WTTC’s Economic Impact Research (EIR), the industry is forecast to support 3.2 million jobs in the country, a 100,000 increase from the previous year. The overall economic contribution of the tourism sector is set to reach 237.4 billion euros, which represents nearly 11% of Italy’s Gross Domestic Product (GDP). This surge in tourism-related activities reflects Italy’s growing influence as a global tourism powerhouse.

In addition to international spending, domestic tourism is also thriving. Projections indicate that spending by local tourists will total 124.6 billion euros in 2025, underscoring the strength of the Italian tourism market both at home and abroad.

A Government Committed to Tourism Growth

Italy has long recognized the importance of tourism to its economic and social well-being. Since 2021, the country has made a significant policy move by establishing a dedicated Ministry of Tourism, a decision that distinguishes Italy from many other European and G20 countries. This initiative highlights the government’s recognition of the sector’s vital role in fostering economic growth, job creation, and cultural exchange.

The government has also prioritized key areas such as sustainability, innovation, and workforce development. New national campaigns have been launched to encourage travelers to explore lesser-known destinations, helping to spread the benefits of tourism more evenly across the country. These efforts aim to ensure that tourism growth is both responsible and sustainable, benefiting not just popular cities like Rome and Venice but also smaller towns and rural areas that rely on tourism for economic stability.

2024: A Year of Positive Performance

Looking back at 2024, Italy’s tourism industry showed solid growth. The sector contributed 228.5 billion euros to the national economy, supporting 3.1 million jobs. Domestic spending reached 122.6 billion euros, while international visitors contributed 55.2 billion euros to the economy. These figures highlight the resilience of Italy’s tourism industry, even in the aftermath of the global health crisis.

The country’s tourism sector is continuing to improve, thanks to strategic investments in infrastructure, connectivity, marketing, and workforce skills. This positions Italy as a leader in tourism-driven economic growth in Europe and sets the stage for even greater achievements in the coming years.

Forecasting the Future: 2035 and Beyond

Looking ahead, the WTTC predicts that by 2035, Italy’s tourism sector will contribute 282.6 billion euros to the national economy, representing 12.2% of the country’s GDP. The sector is also expected to support 3.7 million jobs, continuing to provide valuable employment opportunities for Italians.

International tourism spending is projected to increase significantly, reaching 78 billion euros by 2035, while domestic spending is expected to grow to 142.5 billion euros. This long-term forecast shows that Italy’s tourism sector will remain a key driver of the nation’s economic growth well into the future.

Opportunities for Small and Medium-Sized Enterprises

As Italy’s tourism sector enters a new phase of expansion, opportunities for small and medium-sized enterprises (SMEs) are growing rapidly. The country’s thriving tourism economy provides an excellent opportunity for local businesses to tap into the increasing demand for diverse travel experiences, products, and services.

In partnership with the Ministry of Tourism, the Italian National Tourist Board (ENIT), the Municipality of Rome, and the Lazio Region, the WTTC will host its 25th Global Summit from September 28 to 30, 2025, at the Auditorium Parco della Musica in Rome. This event will be a vital platform for promoting tourism growth and providing SMEs with valuable insights and networking opportunities. The summit will not only showcase Italy’s tourism potential but will also foster business development and collaboration in the industry.

Conclusion

Italy’s tourism sector is set to break records in 2025, with international spending projected to hit 60.4 billion euros, according to the WTTC. This surge is driven by Italy’s strong post-pandemic recovery, its global appeal in luxury, wellness, culture, and gastronomy, and ongoing investments in tourism infrastructure, solidifying its position as a global travel leader.