German tourists lead Italy's foreign tourism market

German travelers have become the primary foreign market for tourism in Italy. During the first nine months of 2025, 11.1 million German tourists visited the country, representing a 4.9% increase compared to the previous year. This demographic is noted as the highest-spending nationality in the Italian tourism sector.

Key preferences among German tourists include natural landscapes (68%), gastronomy (56.7%), and historical or cultural heritage (50.8%). Regions such as Campania remain highly popular due to their combination of coastal areas, archaeological sites, and art cities. Travelers are advised to book accommodations 4 to 6 weeks in advance, particularly for trips during June and September, as availability in areas like the Gulf of Naples diminishes quickly.