Italy outdoor market: 2025
overview

The outdoor tourism market in Italy has shown a strong recovery and stabilisation following the pandemic shock. After a sharp decline in 2020, 37.52 million overnight stays, driven by the collapse of international demand, the sector quickly rebounded, returning to pre-pandemic levels by 2022 and reaching 68.52 million overnight stays in 2024.

This recovery has been largely supported by international tourists, whose share has progressively increased, accounting for over 55% of total overnight stays in 2024 and 2025. Conversely, domestic demand, which had peaked during the pandemic, 67.0% in 2020, has gradually decreased in relative terms, stabilising at around 45%.

Overall, the data highlight a structurally strong and internationally attractive market, characterised by a balanced but increasingly export-oriented demand mix.

In 2025, the domestic outdoor tourism market in Italy is lead by Tuscany with 5.3 million overnight stays (17% share), followed by Veneto (3.7 million, 12%) and Emilia-Romagna (3.4 million, 12%).

Marche and Apulia complete the top five destinations, with 2.6 million (9%) and 2.4 million (8%) overnight stays respectively.

Overall, these regions account for a significant 57% share of domestic demand, although trends vary: Emilia-Romagna and Marche show growth compared to 2019 (+10% and +6%), while Tuscany, Veneto and Apulia remain below pre-pandemic levels. In the short term, the market appears relatively stable, with a slight overall decrease of -1% between 2024 and 2025.

In 2025, the international outdoor tourism market in Italy is highly concentrated: top 5 regions account for 71% of total overnights in 2025, with Veneto clearly dominating at 16.4 million overnight stays, accounting for 44% of the total.

It is followed by Tuscany, 3.9 million, 10%, and Lombardy, 3 million, 8%, while Alto Adige, 1.8 million, 5%, and Emilia-Romagna, 1.6 million, 4%, complete the top five. Overall, these destinations highlight a strong recovery of international demand, with total overnight stays reaching 37.6 million, up 14% compared to 2019. Growth dynamics vary across regions: Emilia-Romagna and Lombardy show particularly strong increases, +31% and +20%, while Tuscany remains slightly below pre-pandemic levels, -1%, and records a more marked short-term decline, -12% between 2024 and 2025.

In contrast, Veneto and Alto Adige show stable performance in the latest year, confirming their consolidated attractiveness for international tourists.