Tuscany tourism climbs, Japan fuels surge in European long‑haul travel

The 2025 tourism report for Tuscany records 55.5 million visitor arrivals, a 3.8% increase over 2024 and an 8.1% rise compared with 2019. Growth is led by the extra‑hotel segment, up 6.9% in 2025 and 27.2% since 2019, while hotel stays grew modestly. Projections for the first quarter of 2026 suggest a further 5.2% rise in total arrivals, with extra‑hotel bookings expected to jump 11.9% versus just 1.3% for traditional hotels. At the presentation, regional officials announced a pilot project using artificial‑intelligence tools in four tourism‑community zones to better manage visitor flows and preserve local identity.

A separate Travel Insights 2026 report shows European long‑haul passenger traffic increased 2.3% year‑on‑year between May 2025 and April 2026, with hotel occupancy up 2% and average room rates rising 7%. Japan emerged as the strongest growth driver, with flight searches to Europe up 62% and bookings up 19%, outpacing all other source markets. Bookings from Japan to Central and Eastern Europe grew 28%. Among established European destinations, the Czech Republic and Iceland recorded the highest booking increases, while interest in lesser‑known markets such as Uzbekistan and Tajikistan also rose. Travelers aged 46‑65 now make up about 30% of demand, and nearly half of all trips are booked more than a month in advance.