Italy’s tourism industry is reaching historic highs, with 2025 expected to be a milestone year. According to the latest data from the World Travel & Tourism Council (WTTC), international visitor spending is projected to reach the impressive sum of €60.4 billion, setting an all-time record.
Italy’s tourism sector has not only recovered post-pandemic — it has bounced back strongly, firmly establishing the country as the fourth most popular destination in Europe and a top global choice for luxury, wellness, cultural, and culinary travel.
Strong Performance and Employment Growth
The latest WTTC Economic Impact Research (EIR) report shows that the Travel and Tourism sector is expected to contribute €237.4 billion to the Italian economy in 2025, representing nearly 11% of the country’s GDP. At the same time, the sector will support around 3.2 million jobs — an increase of 100,000 compared to the previous year.
Domestic tourism spending remains robust, with forecasts placing it at €124.6 billion in 2025. Italy is also preparing to host the 25th WTTC Global Summit in Rome from September 28 to 30, 2025.
Political Commitment and Sustainable Development Strategy
Since 2021, Italy has stood out in Europe and the G20 as one of the few countries with an independent Ministry of Tourism, confirming the strategic importance of the sector to both the economy and society. The Italian government has focused on sustainability, innovation, and skill development, while national campaigns promote lesser-known destinations to spread the benefits of tourism more evenly across the country.
Minister of Tourism Daniela Santanch? stated:
“For the first time, we are bringing the WTTC Global Summit to Rome, and returning to Europe after six years. This confirms that we have regained our footing and are returning as leaders on the international stage.”
2024 by the Numbers
Last year confirmed the sector’s strength, with a total economic contribution of €228.5 billion, support for 3.1 million jobs, domestic spending of €122.6 billion, and international visitor spending of €55.2 billion.
With the right investments in connectivity, skills, and promotion, Italy appears poised to become a model for tourism-driven growth in Europe.
Looking Ahead to 2035
Long-term forecasts from the WTTC predict even stronger growth. By 2035, the sector is expected to contribute €282.6 billion to the economy (12.2% of GDP) and support 3.7 million jobs. International visitor spending is forecast to reach €78 billion, with domestic spending projected at €142.5 billion.
Opportunities for SMEs
This new growth phase brings significant opportunities for small and medium-sized enterprises (SMEs), which form the backbone of Italy’s tourism ecosystem. The WTTC Together in Travel platform offers information and tools for entrepreneurs looking to seize the moment.
Manfredi Lefebvre, Chairman of Abercrombie & Kent and Crystal Cruises and incoming Chairman of the WTTC, emphasized:
“Italy’s tourism is now a global model of recovery and progress, with a focus on sustainability, innovation, and the shared passion of our communities. We are ready to shape a future of prosperity and cultural richness for all.”
