Italy leverages Jubilee and Olympics to boost national tourism

Major international events, including the 2025 Jubilee and the Milano-Cortina 2026 Winter Olympics, are significantly boosting Italy's international tourism appeal. Data from the Bank of Italy confirms that these events strengthen the country's attractiveness in global markets.

Industry experts, including Vittorio Messina of Assoturismo, emphasize the need to leverage this visibility to benefit the entire national tourism system. A key strategic goal is to redirect the increased visitor flows toward Southern Italy, including regions like Sicily, Calabria, Puglia, and Sardinia, which offer diverse cultural and natural assets but require better integrated international promotion.

In the Dolomites, tourism trends show a shift toward higher quality and longer stays, with average stays increasing from 3.8 to 4.6 nights. This growth is driven by international visitors from the United States, Northern Europe, and Asia, as well as trends like 'slow tourism' and 'workation' models. The upcoming 2026 Winter Olympics are projected to generate approximately 1.2 billion euros in deferred tourism spending, benefiting the entire supply chain.