Italy on Track for Record Tourism Growth in 2025 with International Spending Surpassing Sixty Billion Euros, Led by Rome’s Global Summit Hosting

Thursday, July 24, 2025

Italy’s tourism industry is on the brink of a historic milestone, as international spending is set to exceed €60 billion in 2025, marking an unprecedented surge in visitor activity. With the Eternal City of Rome poised to host the prestigious World Travel & Tourism Council (WTTC) 25th Global Summit, Italy’s tourism landscape is witnessing an exciting new chapter. As travelers flock to Italy for its rich cultural history, stunning landscapes, and renowned cuisine, the country is cementing its status as a powerhouse for global tourism. This article explores Italy’s rising tourism numbers, its economic impact, and what this means for visitors, businesses, and the future of sustainable travel.

Record-Breaking Growth in Italy’s Tourism Sector

In 2025, Italy is set to break new records in international tourism, with projected visitor spending expected to soar past €60 billion. This represents a significant leap from the previous year, underscoring the resurgence of the global travel market following the pandemic. The World Travel & Tourism Council (WTTC) estimates that tourism will contribute €237.4 billion to Italy’s GDP, accounting for nearly 11% of the country’s economic output. The tourism sector’s robust performance is also expected to support over 3.2 million jobs in 2025, a jump of 100,000 from the previous year.

Rome, already a popular global destination, is at the center of this growth. Known for its iconic landmarks such as the Colosseum, the Roman Forum, and the Vatican, the city is experiencing a steady influx of international visitors, driving substantial economic benefits to local businesses and communities. With travel spending reaching new heights, Italy is poised to become one of the most dynamic players in the European tourism market.

The Economic Impact of Tourism in Italy

Tourism has long been a cornerstone of Italy’s economy, and in 2025, its contribution is expected to grow even more. According to WTTC’s Economic Impact Research (EIR), the tourism industry will support more than 3 million jobs and generate billions in revenue. This growth is not just from international tourists, but also from domestic travelers, with Italian residents projected to spend approximately €124.6 billion in the country’s tourism sector.

Moreover, Italy’s thriving tourism industry is supported by an array of attractions that cater to diverse interests. From the breathtaking Amalfi Coast to the charming cities of Florence, Venice, and Milan, Italy’s tourism offering is both vast and varied. The rise in tourism spending is seen not only in major cities but also in lesser-known regions, as the Italian government has focused efforts on promoting smaller, off-the-beaten-path destinations. This decentralized approach helps distribute the economic benefits more evenly across the country, allowing smaller towns and regions to thrive.

Rome to Host the WTTC 25th Global Summit

Rome’s role in Italy’s tourism resurgence is highlighted by its upcoming hosting of the WTTC’s 25th Global Summit, scheduled for September 2025. This prestigious event will bring together global leaders in travel and tourism, including government ministers, CEOs, and sustainability advocates, to discuss the future of the industry. The summit will be held at the Auditorium Parco della Musica, one of Rome’s most renowned cultural venues, and is expected to be a significant milestone in Italy’s continued recovery and growth.

This event will allow key stakeholders to forge new partnerships, discuss innovative ideas, and share best practices for sustainable tourism. It also underscores Italy’s position as a leader in shaping the future of global travel, with a particular emphasis on creating a more inclusive and environmentally responsible tourism sector. For Italy, hosting the WTTC summit is a clear indicator of its growing influence in the international tourism arena.

Government Support for the Tourism Sector

Italy’s commitment to tourism growth is further demonstrated by the creation of the Ministry of Tourism in 2021. This marked a pivotal moment in recognizing tourism as a critical driver of Italy’s economic and social prosperity. Since then, the Italian government has focused on sustainable tourism development, promoting innovation, and enhancing the skills of those working within the sector.

One of the key initiatives has been the launch of national campaigns aimed at encouraging travelers to explore less-visited areas of the country. These campaigns are designed to spread the economic benefits of tourism beyond popular hotspots like Rome, Florence, and Venice, and to encourage more responsible and mindful travel. As part of its sustainability strategy, Italy has also made significant strides in improving infrastructure and supporting eco-friendly initiatives within the tourism sector.

Italy’s Vision for the Future of Tourism

Looking ahead, the WTTC forecasts that Italy’s tourism sector will continue to grow, with an expected contribution of €282.6 billion to the economy by 2035. Visitor spending is projected to reach €78 billion, while domestic spending will increase to €142.5 billion. The number of jobs supported by tourism is also set to rise, reaching 3.7 million by 2035.

This sustained growth highlights Italy’s efforts to foster a tourism ecosystem that is not only profitable but also sustainable. Key to this success will be ongoing investments in infrastructure, technology, and human capital, as well as a continued focus on promoting lesser-known destinations. By positioning itself as a leader in sustainable tourism, Italy is setting the stage for long-term success, both economically and environmentally.

Opportunities for Small and Medium Enterprises (SMEs)

The growth of Italy’s tourism industry presents significant opportunities for small and medium-sized enterprises (SMEs). Local businesses that cater to tourists—whether they offer unique experiences, artisanal products, or hospitality services—stand to benefit from the influx of visitors. As international and domestic spending increases, SMEs can tap into new markets, diversify their offerings, and strengthen their role in Italy’s tourism landscape.

In partnership with the Ministry of Tourism, the Italian National Tourist Board (ENIT), and the Municipality of Rome, the WTTC’s 25th Global Summit is set to create synergies that will foster innovation and drive collaboration among tourism operators. The event will provide a platform for businesses to network, share insights, and explore opportunities to enhance their offerings in line with evolving consumer preferences.

Conclusion: Italy’s Bright Future in Tourism

Italy’s tourism sector is experiencing a moment of unprecedented growth, driven by record visitor spending and the strategic support of the Italian government. With its rich cultural heritage, world-class attractions, and commitment to sustainability, Italy is not only on track to achieve new tourism records but also to become a global model for responsible tourism development.

As Rome prepares to host the WTTC’s 25th Global Summit, the city—and Italy as a whole—remains at the forefront of international tourism. With the right mix of innovation, sustainability, and local collaboration, Italy’s tourism industry is poised to thrive for years to come, offering travelers unforgettable experiences while benefiting communities and businesses across the country.

For more information on Italy’s tourism sector, visit the official websites of the Ministry of Tourism and the Italian National Tourist Board (ENIT).