Italy is experiencing a record winter tourism boom, driven by a massive influx of international visitors, especially from the United States, Canada, and Asia, leading to huge spending increases and record occupancy, with forecast predicting around 30 million visitors generating €14.8 billion in direct spending, surpassing pre – pandemic levels despite higher costs affecting some domestic tourists but highlighting the growing allure of Italian ski resorts and festive markets which took place between December 2025 and early January 2026.
The calculation points to 93 million overnight stays between December 2025 and March 2026, with respective increase of 8.2% and 14.3%, compared to the same period of the previous season, indicated in a report by Demoskopika, one of the most important Italian market research institutes based in Rome, reflects the appeal of Italy as leading destination in the international landscape.
The main driver of growth in the international component, which surpasses the domestic market in dynamism, as 14.4% international tourists are expected, 21.1% more than in 2025, for a total of 52 million overnight stays, which represents an increase of 28.8%.,as indicated in the Demoskopica report.
However at the national level, tourism show more moderate signs, as the domestic market represent 51.5% of the total, with 15.3% million arrivals, which marks a slight decrease of 1.7% with 41.1 million overnight stays, a figure similar to those recorded in 2024.
Key Highlights:
• Record Arrivals: Forecasts anticipated around 30 million tourists, with a significant 21.1% rise in international visitors compared to the previous year.
• Strong Spending: Direct tourist spending is projected to reach €14.8 billion, a substantial increase.
• International Demand: International tourists are fuelling the growth, with significant jumps in overnight from overseas.
• Top Destinations: Cities like Bolzano in the Trentino Alto Adige region are ranked as top picturesque spots, while ski resorts in the Dolomites are seeing massive interest.
• Festive Events and Skiing: Christmas markets, festive events which took place in December 2025 and Early January 2026 and skiing in the Alps are major draws.
• Domestic Trends: While international travel booms, domestic travel see a slight drop due to higher costs, though overall presences remain strong.
Driving Factors:
• Enhanced Appeal: Italy’s cultural heritage, diverse offerings, and improved accessibility attract global travellers.
• Post - Pandemic Recovery: Tourism numbers are exceeding pre - COVID levels, marking a strong rebound.
• Competitive Pricing (relatively): Despite rising costs, Italy remains competitive against other European destinations.
The experts of Demoskopica consider in this study on “Winter Tourism” that the analyses confirm the strong attractiveness on Italy for international visitors, as global demand is growing significantly and supports the entire sector.
The situations is different for Italians, who are more cautious in their tourist spending and many families opt for shorter stays, late bookings or alternative solutions that are not always reflected in official surveys.
From this perspective, the researchers detected a double speed season is shaping up: one the one hand, Italy remains a favourite destination for international travellers, while on the other, domestic demand requires more rigorous incentive policies.
The source added that it’s crucial for Italian tourism to manage these dynamics, to consolidate the results obtained and achieve a more balanced and diverse winter season in the near future.
Apart this last analysis by experts, in essence, this boom signals a robust recovery and growth for Italy’s tourism sector, positioning it strongly within the European market.
Link
https://infoturlatam.com/italia-destaca-auge-record-en-el-turismo-de-invierno/
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