An Overview of Italy’s Growing Travel Interest

Travel intelligence firms Mabrian and The Data Appeal Company, part of the Almawave Group, have collaborated on an in-depth analysis of international travel demand to Italy for early 2025. The study utilizes Mabrian’s Share of Searches Index and sentiment data from The Data Appeal Company, presenting insights into shifting traveler preferences and emerging trends.

Rising Demand for Italy in 2025

The analysis reveals that Italy is maintaining its status as one of Southern Europe’s most popular travel destinations, representing 27% of the region’s total international travel demand. Notably, Rome and Milan together account for 61% of international flight searches, with Rome seeing a year-on-year increase in demand.

• Rome, up 4.4 percentage points, now represents 33% of all searches.
• Milan has increased by 2.9 percentage points, reaching 28%.

Other urban destinations such as Venice, Florence, and Turin are also experiencing robust search interest, suggesting travelers are increasingly prioritizing city experiences during off-peak seasons.

High Sentiment Ratings for Italy

The Data Appeal Company reports that Italy’s Sentiment Score stands at 87/100, surpassing Spain (86) and France (85). Notable cities like Rome, Florence, and Venice are maintaining high satisfaction ratings, signifying effective tourist management practices.

“These high scores suggest that overtourism has not significantly harmed visitor experiences, showcasing Italy’s commitment to sustainable tourism management,” states Mirko Lalli.

Accommodation Trends and Notable Events

Looking at the accommodation trends, January and February will see slightly lower rates, but demand is expected to surge from April onwards, especially around significant events like the Salone del Mobile in Milan and the Jubilee celebrations in Rome.

• Rome is expected to see a +25% increase in occupancy rates by June.
• Milan anticipates rates to increase by 20% compared to 2024.

Conclusion

Italy is forecasted for a strong start in 2025, bolstered by high demand, exceptional visitor satisfaction, and prime tourist events, reinforcing its reputation as a leading global destination.