Italy is one of the most visited countries in the world — famous for Rome’s Colosseum, Venice’s canals, Florence’s Renaissance art, the Amalfi Coast, and its unbeatable cuisine.
In 2024, Italy welcomed around 67 million international visitors, making it one of the top 5 most-visited countries globally.
Tourism is one of Italy’s economic powerhouses, shaping both culture and livelihoods across the country.
How Many Tourists Visit Italy Each Day?
With 67 million international visitors in 2024, Italy sees an average of ~183,000 tourists arriving daily.
Including domestic trips, the daily number of travelers in Italy is well over 500,000 spread across cities, small towns, and coastal resorts.
How Many Tourists Visit Italy Each Year?
- 2019 (record year): ~65M international visitors.
- 2020–2021: Fell below 30M due to the pandemic.
- 2022: 50.2M arrivals.
- 2023: 61.6M arrivals.
- 2024: 67M arrivals.
- 2025 (forecast): Expected ~70M international visitors.
How Much Money Does Italy Make from Tourism?
- International visitors spent €47 billion in 2024.
- Average spend per visitor: ~€700.
- Tourism accounts for ~6% of Italy’s GDP (direct) and over 13% including indirect impact.
- The sector supports 3.5 million jobs nationwide.
💡 Expert Insight — Daniela Santanché, Minister of Tourism
“These figures confirm the strategic importance of digital payments made by foreign tourists, which make a significant contribution to the sector’s well-being and to the country’s GDP. Notably, the consistent decline in tourism-related seasonality across Italy shows that our country is now generating economic value year-round, not just during the traditional peak months.”
Which Countries Visit Italy the Most?
Italy’s tourism relies heavily on European neighbors and the U.S. The United States is the biggest non-European source market, while Germany and France dominate within Europe.
| Country | Visitors (2024 est.) | Notes |
|---|---|---|
| 🇩🇪 Germany | ~13M | Largest source market overall. |
| 🇫🇷 France | ~8M | Strong cultural & border ties. |
| 🇺🇸 United States | ~7.5M | Largest overseas market. |
| 🇨🇭 Switzerland | ~4.5M | Cross-border tourism. |
| 🇬🇧 United Kingdom | ~4.2M | Popular for city breaks. |
| 🇪🇸 Spain | ~3.5M | Strong EU exchange. |
| 🇳🇱 Netherlands | ~2.5M | Family travel & cultural tourism. |
| 🇦🇹 Austria | ~2.3M | Alpine & cross-border tourism. |
| 🇨🇳 China | ~1.8M | Strong recovery post-pandemic. |
| 🇯🇵 Japan | ~1.2M | Steady inflows of cultural travelers. |
What Are the Most Visited Cities in Italy?
Italy’s cities are global icons of art, culture, and history. Rome leads the way, followed by Venice, Milan, and Florence.
| City | International Visitors (2024 est.) | Highlights |
|---|---|---|
| Rome | ~10M | Colosseum, Vatican, Trevi Fountain. |
| Venice | ~7.6M | Canals, St. Mark’s Basilica. |
| Milan | ~6.5M | Duomo, fashion capital. |
| Florence | ~5.3M | Renaissance art, Uffizi Gallery. |
| Naples | ~3.2M | Pompeii, Amalfi Coast gateway. |
| Turin | ~2.5M | Royal palaces, Shroud of Turin. |
| Bologna | ~2.2M | Oldest university in Europe. |
| Verona | ~2M | Juliet’s balcony, Arena. |
| Palermo | ~1.8M | Sicily’s capital. |
| Pisa | ~1.5M | Leaning Tower. |
What Are the Most Visited Attractions in Italy?
Italy’s attractions span ancient wonders, Renaissance treasures, and natural beauty.
| Attraction | Annual Visitors | Notes |
|---|---|---|
| Colosseum (Rome) | ~7.6M | Italy’s top attraction. |
| Vatican Museums (Rome) | ~6.8M | Home to the Sistine Chapel. |
| Pompeii | ~4M | Ancient Roman city. |
| Uffizi Gallery (Florence) | ~2.7M | Renaissance masterpieces. |
| Duomo di Milano | ~2.5M | Iconic Gothic cathedral. |
| St. Mark’s Basilica (Venice) | ~2.4M | Byzantine jewel. |
| Galleria dell’Accademia (Florence) | ~2.2M | Michelangelo’s David. |
| Leaning Tower of Pisa | ~1.9M | Architectural icon. |
| Cinque Terre | ~2.3M | Scenic coastal villages. |
| Amalfi Coast | ~5M | UNESCO-listed coastline. |
💡 Expert Insight — Julia Simpson, President & CEO, WTTC
“Italy is back at the top of travellers’ wish lists and for good reason. From the timeless beauty of Rome to the elegance of its coastlines, and countryside, Italy offers a unique experience steeped in history, culture, and exquisite luxury. This record-breaking growth is a tribute to the strength of Italy’s Travel & Tourism sector and the passion of the people behind it.”
When Is the Best Time to Visit Italy? (Seasonality)
Italy is busy year-round but has distinct peaks:
| Season | Visitor Trends | Notes |
|---|---|---|
| Spring (Mar–May) | High | Festivals, mild weather. |
| Summer (Jun–Aug) | Peak | Coastal resorts, high crowds. |
| Autumn (Sep–Nov) | High | Wine harvest, cultural events. |
| Winter (Dec–Feb) | Moderate | Alps skiing, Venice Carnival, Christmas markets. |
💡 Expert Insight — Daniela Santanché, Minister of Tourism
“It’s time to change course. The future of tourism can no longer be measured just by arrivals. We need to focus on offering meaningful experiences that showcase and protect the true value of our heritage.”
What Are the Biggest Events Attracting Tourists to Italy?
Italy hosts some of Europe’s most famous cultural and sporting events.
| Event | Location | Visitors | Notes |
|---|---|---|---|
| Venice Carnival | Venice | ~3M | Masks, parades, historic celebration. |
| Rome Marathon | Rome | ~100K (participants + spectators) | Major running event. |
| Milan Fashion Week | Milan | ~50K | Global fashion industry. |
| Verona Opera Festival | Verona Arena | ~500K | World’s oldest opera festival. |
| Siena Palio | Siena | ~60K per race | Historic horse race. |
| Eurochocolate Festival | Perugia | ~1M | Chocolate lovers’ paradise. |
| Alba White Truffle Fair | Piedmont | ~100K | Culinary event. |
| Umbria Jazz Festival | Perugia | ~150K | Global jazz stage. |
| Giro d’Italia | Nationwide | Millions along route | Iconic cycling race. |
| Venice Biennale | Venice | ~500K | Contemporary art & architecture. |
💡 Expert Insight — Ivana Jelinic, President & CEO, ENIT
“The expansion of shopping-related tourism is a strategic key to Italy’s economic development.”
FAQ – Italy Tourism Insights
How many tourists visit Italy each year?
Around 67 million international visitors in 2024.
Which country sends the most visitors to Italy?
Germany, followed by France and the United States.
What is the most visited city in Italy?
Rome, with ~10 million visitors.
What is the most visited attraction in Italy?
The Colosseum in Rome, with ~7.6 million annual visitors.
When is the best time to visit Italy?
Spring and autumn — best balance of weather and crowds.
How much money does Italy make from tourism?
Around €47 billion in 2024.
Is Italy expensive for tourists?
Moderately — big cities and summer coastlines are costly, but rural areas are affordable.
Sources
- ISTAT – Istituto Nazionale di Statistica — Tourism statistics: international arrivals & accommodation
- UNWTO – World Tourism Organization — International tourism data & country rankings (Italy)
- Banca d’Italia — Travel (BoP) – inbound tourism receipts & spending
- Ministero del Turismo (Italy) — Policy, reports & sector updates
- ENIT – Agenzia Nazionale del Turismo — Studies & research (Rapporto Turismo, market insights)
- WTTC – World Travel & Tourism Council — Economic Impact: Italy (GDP, jobs, outlook)
- Parco archeologico del Colosseo — Visitor numbers & press releases (Colosseum complex)
- Musei Vaticani — Official information & annual visitation highlights
- Parco Archeologico di Pompei — Press area & visitor statistics
- Le Gallerie degli Uffizi — Press office (attendance & exhibitions)
- Veneranda Fabbrica del Duomo di Milano — Press & numbers (Duomo di Milano)
- La Biennale di Venezia — Press office (attendance: Art & Architecture Biennale)
- Carnevale di Venezia — Official site & media info (visitor estimates)
- Fondazione Arena di Verona — Opera Festival press & attendance
- Camera Nazionale della Moda Italiana — Milan Fashion Week press & audience metrics
- RCS Sport – Giro d’Italia — News & spectator figures along the route
- Eurochocolate Perugia — Official site & press (attendance)
- Ente Fiera Internazionale del Tartufo Bianco d’Alba — Press area (Alba White Truffle Fair statistics)
- La Voce di New York — Minister Daniela Santanché on quality tourism (quote)
- Nexi Group — Italian Tourism Report (payments & seasonality; Santanché quote)
- WTTC — Italy set to break tourism records (Julia Simpson quote)
- ENIT — ENIT on shopping tourism strategy (Ivana Jelinic quote)
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