Italy sees rising foreign tourism spend and longer stays in rural towns

Minister of Tourism Gianmarco Mazzi emphasized a shift from overtourism rhetoric to managing visitor flows, promoting Rome’s outskirts, Ostia, and smaller towns while strengthening controls on illegal short‑term rentals. He noted that the 2025 foreign‑tourist spend in Italy reached €56.7 billion, a 4.6 % increase over 2024, and is projected to hit €58.9 billion in 2026. The bulk of this spending went to accommodation (45.2 %) and dining (23 %).

Data from Ruralis show that summer 2026 saw a 46 % rise in average stay length in Italian villages – from 2.35 to 3.44 days – and a 74 % jump in average booking value, up to €469. The surge is driven by travelers seeking proximity destinations, especially in Molise, Basilicata, Sicily, Emilia‑Romagna and Abruzzo. Longer stays boost local economies through higher restaurant and retail consumption and help reverse depopulation of small towns.

A parallel trend in travel technology is enabling hyper‑personalized journeys. AI‑driven assistants such as Layla AI and predictive navigation tools like Citymapper are simplifying planning and on‑the‑ground mobility, supporting the broader shift toward experience‑focused tourism.