Tourism trends in Pistoia and Lucca show stability amid shifting consumer habits

Tourism data for the May-July 2026 quarter in Pistoia shows overall stability despite fluctuations. In July 2026, overnight stays increased by 7.13% compared to the previous year, totaling over 2,100 additional stays. While arrivals decreased by 5.03%, the average length of stay rose from 2.87 to 3.24 nights, driven largely by international visitors from Greece, Norway, Portugal, Germany, and Switzerland. This surge in July was linked to the Eurogym 2026 event, which helped balance declines seen in the preceding months.

In Lucca, tourism presence remained consistent with the summer of 2025, but consumer spending in the restaurant sector has declined. Industry professionals attribute this contraction to several factors, including high energy costs, international geopolitical tensions, intense heatwaves, and the impact of the football World Cup. The heatwave specifically influenced dining habits, with customers opting for lighter meals or restaurants in cooler hilly areas.