Leading company Mabrian Technologies, established in 2013 specialises in the provision of travel intelligence services at a worldwide level, merged into Almaviva Group in 2023 and the Data Appeal Company, both part of Almaware, renowned ecosystem and leader on the market of technological solutions location, led a study with an analysis on Italy, revealing that the cities of Rome and Milan lead the country’s travel inbound.
The two companies analysed the evolution of tourism in the Italian Peninsula for the beginning of 2025, highlighting connectivity key markets, travel trends, and the country’s strong visitor sentiment and they have published a joint analysis of international travel demand for Italy for the first half of 2025.
Leveraging Mabrian’s search engagement rate and Data Appeal’s accommodation sentiment and pricing data the study provides a comprehensive perspective of evolving traveller preferences, emerging trends, and market confidence in Italy’s key destinations.
Mabrian’s analysis of travel intent, base on Search Engagement Index, analyses search trends at Italy’s top 20 airports in the first period of 2025, accounting for 89% of total inbound travel demand, and reveals that Italy remains one of the most sought - after destinations in Southern Europe and in the Mediterranean basin. accounts for 27% of total international travel demand next to Spain, 33% and Greece, 8%.
Rome, the “Eternal City” capital of the Lazio region and of the country and Milan, second largest city of Italy ad capital of Lombardy region, global hub of fashion and design continue to dominate demand for inbound travel, capturing a combined 61% of all international flights searches by early 2025.
Rome, alone has seen a year - on - year increase of 4.4% percentage points now accounting for 33% of total demand, while Milan has grown 2.9 percentage points to reach 28%.
Venice, the “Serenissima” , the romantic and historic capital city of Veneto region, is the third most sought – after Italian destination, now accounts for 6.7%, of the country’s total international travel demand.
In addition to these major destinations, urban cultural centres such as Florence and Turin also seeing an increase in search demand, reinforcing the trend for travellers to prioritize city’s experiences in low and mid – season.
By contrasts seasonal destinations such as Bari, Brindisi, Naples, Sardinia and Sicily show a temporary decline for early 2025, although is expected to pick up as summer approaches.
For reference, Mabrian’s report, “Where is the World Headed in 2025 ? “ highlights Rome, Italy, with a demand that is expected to continue to rise, driven by the 2025 Jubilee Year, followed by Madrid, Spain and Lisbon, Portugal, elevated as the three world’s fastest - growing urban destinations for the first period of 2025.
According to The Data Appeal Company’s analysis, Italy sentiment index remains one the highest in Europe, Italy satisfaction rating based on traveller and online reviews remains exceptionally high, at 87/100, above Spain, 86/100 and France, 85/100.
Concerning major Italian urban destinations in this analysis Florence, Rome, Turin and Venice maintain stable scores of 87 - 88/100, while Milan follows closely behind with a score of 85/100.
The CEO and Founder of The Data Appeal Company Mirko Lalli explained that these high sentiment rating indicate that overtourism has not significantly affected the visitor experience, highlighting Italy’s effective destination management and sustainable tourism practices.
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Thanks a lot to read and note.