Italy tops Europe as tourism leader for summer 2026

Italy has been confirmed as the leading European tourism destination for the summer of 2026. The Ministry of Tourism’s statistics show an OTA (online travel agency) occupancy rate of 51.2%, well above Spain’s 42.8% and France’s 32.9%. The average nightly price in Italy is €153, lower than Spain (€170) and Greece (€195). Regional occupancy highlights Veneto at 57.5%, Emilia‑Romagna at 56.7%, the autonomous provinces of Trento (55.7%) and Bolzano (54.9%), with Friuli‑Venezia Giulia, Sicily and Tuscany also above the national average. Occupancy rose 13.4% in June and 10% in July compared with the same months in 2025. International demand is strong: flight searches increased 26% year‑on‑year, driven by Poland (+76%), Germany (+66%) and Spain (+48%). Direct‑flight seat capacity grew 14%, outpacing Spain’s 8% increase. Lake destinations lead bookings (54% occupancy), followed by spa and seaside areas (both 51%). Searches for Ferragosto flights (14‑16 August) rose 17%. Overall arrivals in the first half of 2026 were up 4.43% YoY, with regional gains such as Puglia (+7.43%) and a 6.45% rise in foreign arrivals. The extra‑hotel sector grew 7.46%, while hotel capacity rose 2.27%. Tourism Minister Gianmarco Mazzi and Prime Minister Giorgia Meloni highlighted the sector’s strategic importance and pledged continued governmental support.