Italy's cultural tourism and fair sector post‑pandemic surge

The 21st Federculture report shows Italy’s cultural tourism rebounding strongly in 2024, surpassing pre‑COVID levels. Theatre attendance rose 11.6% on the previous year and 6.6% on 2019, while concerts grew 14.5% year‑on‑year. Museums recorded 60.8 million visitors, generating €382 million in revenue – a 5.4% increase in visitors and 21.7% rise in income from 2023, and well above 2019 figures. The Colosseum saw a 20% jump in visitors over 2023 and a 93.4% rise since 2019, highlighting a surge in foreign arrivals and concerns about overtourism.

A concurrent CNA analysis confirms that Italy’s fairs, congresses and business‑tourism ecosystem also recovered, with revenues, added value and profitability exceeding pre‑pandemic levels between 2019 and 2024. International buyers at Made‑in‑Italy events generate export opportunities, investment and local employment, while attendees boost hospitality, cultural site visits and regional economies. Digital tools, AI‑driven matchmaking and new communication platforms are further strengthening the sector’s global competitiveness.