Italian tourism shows mixed trends in Fermo and strong growth in Rimini-San Marino

In the Marche province of Fermo, the tourist season is split between solid performance in outdoor and non‑hotel accommodations and caution among hotels and restaurants. Occupancy rates have ranged from 49 % to 60 % since early June, with Italian families still the main visitors. Industry leaders call for promotions to extend the season into September and stress the need for better regulation of B&B offers.

Along the Adriatic Riviera, Rimini and nearby San Marino report June figures comparable to 2025 and record airport traffic of 101,124 passengers, a 67.5 % rise year‑on‑year. Foreign tourists, especially from Poland and the United Kingdom, dominate the influx, while Italians account for about 60 % of arrivals. Occupancy is expected to reach 80‑85 % in July and close to 90 % in August, provided weather remains favourable. Industry representatives have urged the government to introduce incentives for hotels that stay open during the winter months to offset the 15‑20 % drop seen in the first four months of the year.