Uber data reveals tourism trends in Italy

Data from Uber regarding app usage in August reveals distinct patterns in international tourism across Italy. American travelers are the primary international users in major art cities such as Rome, Florence, and Milan. In Rome, Americans account for nearly one in four international Uber users, while the United Kingdom remains the second largest market with a 13% increase compared to the previous year. In Florence, the number of American visitors using the app was nearly equal to the number of Italian users.

Regional trends show significant growth from other markets: Brazil saw a 14% increase in Rome and 18% in Florence, while Spanish users increased by 21% in Milan. While Americans remain a stable presence in major cities, British travelers are more prominent in coastal destinations like Sardinia. Additionally, the data indicates a rise in domestic usage, with Italian users of the app increasing by 26% in Milan and 22% in Rome compared to August 2025.