Tourism is one of the driving forces behind the Italian economy. In 2023, Italy was confirmed as the second destination for presences in Europe (Eurostat, 2024), and fifth in the world for international tourist arrivals (UNWTO). Italy grew by 15%, ranking second behind Germany, with overnight stays up 3.5% from 2022. Lombardy, Lazio, Veneto, and Tuscany are the top international tourism destinations, both in terms of arrivals and overnight stays. Tourist spending from abroad in Italy reached 51.6 billion euros in 2023. Tourism now accounts for approximately 13% of Italy's GDP (according to the most recent ISTAT 2024 data). Every year, millions of people flock to Italy to discover the cities of art, local traditions, and gastronomy, while also fueling shopping tourism, luxury travel, and wedding tourism. This is what Rome Business School's recent report "The Tourism Business in Italy. Analysis and perspectives by sector", reveals. The richness of cultural heritage is the primary motivator for tourists visiting Italy (24%), followed by natural beauty (20%). The Enit-Unioncamere/Isnart study (February 2024) indicates that the motivation associated with events in the region (cultural, religious, sports, etc.) is consistently increasing, attracting over 6.5% of tourists (55 million presences between Italians and foreigners). This cluster is characterized by an above-average propensity to spend (93 euros for expenses made in the area, excluding travel and accommodation, compared to an average of 65 euros, for an estimated consumption of 7.8 billion euros, or 9.3% of the total). Cultural interest in Italy will generate a $12 billion turnover by 2028, up 160% from 2021, with an annual growth rate of 14.4%. Gastronomy is also important: food and wine interests in traditional products and Made in Italy agri-food alone attract one in every four tourists (22.3% of Italians and 29.9% of foreigners).
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