The travel & tourism industry plays a key role in Italy’s economy. According to GlobalData, driving increased visitor numbers and income from touristic activities are key areas of focus for the country’s government. GlobalData provides a complete picture of travel to Italy in its Western Europe Destination Tourism report. Buy the report here.
In 2023, international arrivals in Italy grew by 13%.
Italy does not exhibit an overreliance on any single source market, but intraregional travel is a noticeable trend. In the case of Italy, nine of the top ten source markets are located in Europe.
However, even when focusing only on the top ten, not all source markets are equal in size. Understanding the relative size of these and identifying high-potential markets outside of this list is key to identifying promising growth markets for Italy as a destination.
According to GlobalData’s report, Western Europe Destination Tourism, the country’s leading source markets include Germany, France, the UK, Spain and the US among others.
For more detailed analysis of the source markets for Italy, buy GlobalData’s Western Europe Destination Tourism report.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s Travel & Tourism Intelligence Center provides tracks tourism demands and flows, expenditure, and competitor KPIs across 180 countries. It also segments over $26 trillion in expenditure by accommodation, foodservice, retail, transport, and entertainment. GlobalData’s analysis reports provide detailed insight into key source and destination markets with real world examples of success to support recommendations.
