Tourism trends shift toward mountains and US travelers in Italy

Travel trends for the 2026 summer season indicate a shift in consumer preferences toward mountain destinations and cultural cities over traditional seaside resorts. Data from FlixBus shows significant increases in bookings for alpine locations such as Oulx, Cortina d’Ampezzo, and Courmayeur, as well as international destinations like Innsbruck and Chamonix-Mont-Blanc. Conversely, demand for historic coastal areas like Rimini and Gallipoli has seen a slight decline.

In Sardinia, there is a notable surge in tourism from the United States. Overnight stays by American travelers reached 400,000 in 2025, representing a 34% increase from the previous year and an 80% growth over two years. This influx, largely originating from New York, Miami, and California, positions the U.S. market as a major player alongside European travelers in the region.