Amid global sector recovery
International visitor spending in Italy is expected to reach a record €60.4 billion in 2025, according to new research from the World Travel & Tourism Council (WTTC), highlighting a substantial recovery for the country’s tourism sector after the Covid-19 pandemic.
The latest WTTC Economic Impact Research projects that the overall travel and tourism sector will contribute €237.4 billion to Italy’s economy next year, accounting for nearly 11% of national GDP. The industry is also forecast to support 3.2 million jobs in 2025, up from 3.1 million in 2024.
The growth reflects Italy’s increasing appeal among international travellers, positioning it as the fourth most visited country in Europe. The country’s domestic market remains a key driver of activity, with domestic tourism spending projected to reach €124.6 billion in 2025.
The WTTC also confirmed that its 25th Global Summit will be held in Rome in September 2025, marking the return of the international tourism meeting to Europe after a six-year hiatus. The summit is expected to draw senior officials, ministers, and business leaders from across the global travel industry.
Italy’s government has maintained a dedicated Ministry of Tourism since 2021, a distinction not shared by all G20 members. The ministry has focused on sustainable tourism, regional diversification, and the development of workforce skills. It has also launched national campaigns to promote lesser-known destinations, reduce overcrowding, and spread the economic benefits of tourism more evenly.
Italy’s Minister of Tourism, Daniela Santanchè, stated that hosting the WTTC summit signifies Italy’s return to prominence on the global tourism stage. She described the event as a significant moment for the country’s tourism sector, especially in a year that includes both the Catholic Jubilee and a notable rise in visitor numbers.
WTTC Chair-Elect Manfredi Lefebvre, who also serves as Executive Chairman of AKTG, noted that the upcoming summit would focus on shaping the future of tourism through innovation and sustainability. He said the industry’s recovery since the pandemic demonstrated resilience and a long-term opportunity for growth.
The 2025 forecast follows a strong 2024, during which the sector contributed €228.5 billion to the Italian economy. Last year also saw €55.2 billion in international visitor spending and €122.6 billion from domestic travellers.
By 2035, WTTC forecasts the sector will grow to €282.6 billion, or 12.2% of GDP, with 3.7 million jobs supported nationwide. International spending is expected to reach €78 billion by then, and domestic travel spending is projected to increase to €142.5 billion.
The growth is seen as a key opportunity for small and medium-sized enterprises (SMEs), particularly in regions that are not traditional tourism hubs. Industry observers say improving transport links and digital infrastructure will be critical for ensuring SMEs benefit from rising visitor numbers.
From a regional perspective, Arabian Gulf travellers remain an essential segment of Italy’s inbound market. The Middle East’s high-spending visitors have consistently shown interest in destinations such as Milan, Rome, and the Amalfi Coast, particularly during the summer months. Improved air connectivity, including expanded routes by UAE-based carriers, has contributed to a rise in arrivals from the region.
The WTTC’s 25th Global Summit is scheduled to take place at the Auditorium Parco della Musica in Rome from September 28-30, 2025. The event will be organised in partnership with the Ministry of Tourism, the Italian National Tourist Board, the Municipality of Rome, and the Lazio regional government.
Italy’s continued investment in tourism is being closely watched by other European states and Gulf nations seeking to diversify their economies through travel and hospitality. The country’s post-pandemic rebound may offer a model for how tourism can be used to drive long-term, inclusive economic growth.
Image: Italy’s travel and tourism sector industry is forecast to support 3.2 million jobs in 2025, up from 3.1 million in 2024. Credit: Anastasiya Lobanovskaya
