Italy Tops European Summer Travel Preferences for 2026

A survey by Confturismo‑Confcommercio, Swg and Polling Europe found that 54 % of Europeans name Italy as their preferred destination for the 2026 summer holidays, ahead of Spain (51 %), Greece (46 %) and France (41 %). The preference is strongest among Spaniards (61 %) and Poles (60 %), with historic cities cited by 46 % of respondents, museums by 31 % and local food experiences by 28 %. Smaller towns and coastal areas also attract interest. The popularity has raised concerns about overtourism in heavily visited sites such as Venice, prompting proposals to adjust access fees during peak periods to spread visitor flows and protect cultural heritage.

The study highlights Italy’s broad appeal across cultural, culinary and natural attractions, positioning it as the leading European summer destination for 2026.