Italy tourism portal Italia.it sees 28% traffic increase

Italian Tourism Minister Gianmarco Mazzi announced that the Italia.it portal, Europe’s first tourism portal, saw a 28% increase in traffic in September compared to 2025. The minister highlighted the growing role of artificial intelligence in the sector, noting its potential to increase tourist spending and reduce operational costs for businesses by 2030.

Mazzi emphasized the importance of digital ecosystems and training, particularly for young people and startups, to navigate the technological shifts in the industry. He identified tourism as a broad sector encompassing hospitality, logistics, culture, digital services, and food products.