Washington – Summer 2025 has been a record-breaking season for tourism in Umbria. The region reported sharp growth in visitor flows during June, July, and August, with arrivals up 6.9% and overnight stays up 7.5% compared to 2024. Particularly striking is the rise in international tourism: foreign arrivals increased by 23.5% and overnight stays by 17.3%. Italian visitor numbers also showed a slight increase.

Another encouraging sign is the average stay length, now over three days (+0.5%), reflecting a growing demand for immersive, high-quality experiences across the region. September is already showing positive trends as well.

According to Regional Tourism Councillor Simona Meloni, this success stems from a mix of factors: “Authentic experiences, the quality of local products, major events and festivals that enliven our towns and villages have made Umbria a destination that competes and grows. Added to this is a targeted communication campaign that has reached not only the Italian market but also international audiences.”