A report by The Data Appeal Company, part of the Almawave group, reveals how the 2025 Jubilee changed visitor flows, tourism spending, and the global perception of Rome, analyzing thousands of digital traces, reviews, and OTA prices.
Spectacular rise for Vatican landmarks
While classic attractions – the Colosseum, Trevi Fountain, Pantheon – maintained their popularity, Vatican sites saw remarkable growth.
- St. Peter’s Basilica recorded a 93% increase in digital mentions, with an outstanding satisfaction score of 94.5/100.
- The Vatican Museums grew by 10%, improving their Sentiment Index to 89.7/100.
From January to October 2025, the Basilica and Museums ranked fourth and fifth, respectively, among the most discussed city attractions. Overall, Vatican points of interest saw +33% in reviews and +60% in popularity index, peaking at Easter and during summer months.
However, at the end of April, mentions dropped sharply due to the death of Pope Francis and the temporary closure of key areas for ceremonies.
Source countries and the new visitor profile
Italy remains the largest market (27%), followed by Spain, the USA, France, and the UK. Notable growth occurred in countries with strong Catholic traditions:
- Poland: +7%
- Argentina: +29.2%
- Canada: +14.4%
- Mexico: +11.6%
Conversely, Germany (–41.3%) and France (–12.2%) declined, likely due to economic pressures in Central Europe.
Regarding visitor profiles, couples and families remain dominant, but solo travellers increased to 15% (+3 points), with Italians now representing 41% of this category.
Stable prices, shift to more affordable stays
Despite the massive visitor volume, OTA prices remained remarkably stable:
- Overall: –3% compared to 2024
- Hotels: –7% at maximum rates
- Hostels & campsites: +27%
- Demand clearly shifted toward more affordable options, reflecting the needs of pilgrims, groups, and solo travellers.
The Colosseum, Rome
Visitor experience in Rome
Cultural experiences were the main winner:
- Volume of mentions: +26%
- Sentiment Index: 91.3/100 (+1 point)
Conversely, dining (–19%) and entertainment (–14%) activity declined, suggesting visitors invested more in culture. Perceptions of restaurant pricing remain low (54/100).
Despite investments in transport and infrastructure, cost, organization, and safety challenges persisted. However, staff quality and hospitality kept overall satisfaction high.
Rome – Photo source: pixabay.com
The Jubilee as a “manual” for mega-events
For Mirko Lalli, CEO of Data Appeal, the Jubilee represented “both an opportunity and a test,” demonstrating that real-time management, collaboration, and data utilization are key to the success of an event of this scale.
The report ultimately serves as a guide for cities hosting large events – from religious ceremonies to festivals and sports competitions – showing what worked in Rome and what can be applied elsewhere.
