Tuscany tourism projected to grow in 2026

Tourism in Tuscany is projected to grow by 0.8% during the 2026 season, with an estimated 27.5 million overnight stays and 6.8 million arrivals. This growth is primarily driven by international visitors, who are expected to increase by 0.9%, accounting for approximately 15 million overnight stays.

Data from the Florence Tourism Study Center indicates a shift in preferences. Mountain destinations are seeing the most significant recovery with a 4.9% increase in stays, followed by countryside and hill areas at 1.5%, and coastal locations at 1.1%. Conversely, art cities and thermal resorts are experiencing a slowdown, with declines of 0.2% and 0.8% respectively.

Key international markets driving growth include France, Poland, the Czech Republic, and Belgium. While flows from Austria, the Netherlands, Scandinavia, Brazil, Switzerland, and Hungary are increasing moderately, markets such as Spain, Germany, the United States, Japan, India, and Australia are seeing declines. Regional Councilor for Economy and Tourism Leonardo Marras noted that while the data presents a positive and attractive picture for the region, the growth is not uniform.