According to Visa’s Travel Trends 2025 – Italy inbound study, Italy, especially Rome, is still a big draw for international tourists in 2025. It seems travelers from the UK, USA, China, and the United Arab Emirates are really keen on Italian culture, famous cities, and fancy experiences, so they’re expected to spend more while also using digital tools and caring about sustainability and personalized trips.
Cultural Appeal and Rising Travel Spending
The study points out that culture (60%) and the pull of iconic cities (53%) are the main reasons people visit Italy, closely followed by relaxing by the sea or in nature (44%). In 2025, international tourists are likely to spend around €2,535 each, with Americans spending the most (€2,900) and British tourists spending €1,890. What’s interesting is that 32% of visitors are planning to spend 18% more than they did in 2024, which shows they’re really happy with what Italy has to offer for tourism.
Digital Transformation in Travel
Digital payments are changing how people travel. A large 76% of tourists pay electronically for hotels, 74% for shopping, and up to 74% for long trips. It’s worth noting that around a quarter of travelers intend to use digital payments even more in Italy than they do back home, mainly because they feel it’s safer (56%) and more convenient (49%). Artificial intelligence is also starting to influence travel planning, with 32% of tourists from the United Arab Emirates and 21% from China using AI to plan their itineraries, book services, and find activities.
Demand for Premium and Sustainable Experiences
Fancy experiences are a big deal, accounting for 43% of travel budgets. Tourists who spend a lot, particularly those from China, the UAE, and the USA, are spending extra on private tours, meals at Michelin-starred restaurants, personal shoppers, and exclusive access to museums. At the same time, there’s growing interest in sustainability, with 60% of tourists saying they’d pay more for experiences that don’t harm the environment much, showing they’re increasingly aware of traveling in an eco-friendly way.
Rome Leads, But Italy’s Diversity Shines
Rome, with places like the Colosseum and the Vatican, is definitely the most popular destination in Italy, generally speaking. However, Italy also has a lot of other attractions, from coastal getaways to historic cities such as Florence and Venice, and natural retreats, that appeal to different tastes. The mix of historical heritage and modern, personalized experiences ensures that Italy remains a top choice for travelers from all over the world.
Positive Expectations for 2025
Italy’s tourism industry is expected to have a great year, driven by international visitors who spend a lot, digital advancements, and a focus on sustainability. As travelers look for real cultural and fancy experiences and exclusive offerings, Italy’s ability to offer top-notch attractions while keeping up with modern trends means it’s a leader in European tourism. With spending on the rise and digital tools making things easier, Italy is ready to impress a new wave of visitors in 2025.