Italy's tourism sector prepares for a busy summer 2026 amid growth, spending and travel trends

Tourism in Italy is set for another record summer. 2026 will see more than 7.4 million “root‑tourism” visitors – travellers returning to their family origins – generating over €5 billion in spending, with estimates that the segment could add up to €8 billion to the economy each year. The Bank of Italy reports a tourism surplus of €22.7 billion, a 4.6 % rise in foreign‑tourist spending and a further 5.4 % increase in the first quarter of 2026, driven by the Jubilee and the Milano‑Cortina winter games. Arrivals from the Middle East remain depressed, down 35‑60 % compared with the previous year. Consumer financing is also reflecting the travel boom: personal‑loan providers issued about €170 million in loans for holidays in the first five months of 2026, with an average loan of €5,400 paid back over 50 months. Approximately 28 million Italians intend to travel this summer, planning to spend an average of €939 per person on transport and accommodation. At the same time, an analysis of 23 European airlines shows that low‑cost carriers such as Ryanair, Wizz Air and easyJet now match or surpass mid‑range airlines in punctuality, debunking the price‑quality myth. The EU Commission has introduced new guidance on flight cancellations and ticket refunds, and from 3 August Italy will require the electronic identity card for all international travel. A range of market trends accompany the rush. Nescafé is promoting cold‑brew coffee as a summer staple, while Nokian Tyres recommends specific summer and all‑season tyres for safe road trips. Luxury eco‑resorts like Vigilius Mountain Resort advertise bespoke summer packages, and media outlets offer zodiac‑based destination guides, Ferragosto accessory tips, and even summer‑friendly laptop models such as the ASUS ZenBook.