Italy set to break tourism records as Rome prepares to host WTTC’s 25th Global Summit - Get updated on what's happening in tourism!

Travel and tourism in Italy is set for a record-breaking year, with international visitor spending expected to reach an all-time high of €60.4 billion in 2025, according to new data from the World Travel & Tourism Council (WTTC).

The sector is not just recovering—it’s booming. After rebounding strongly from the pandemic, Italy is reaffirming its status as Europe’s fourth most visited destination and a global leader in wellness, luxury, culture, and cuisine.

WTTC’s latest Economic Impact Research (EIR) projects that travel and tourism will support 3.2 million jobs in 2025—an increase of 100,000 from the previous year—and contribute €237.4 billion to the Italian economy, nearly 11% of GDP. Domestic tourism also remains robust, with spending forecast to reach €124.6 billion.

Julia Simpson, WTTC President & CEO, stated:

“Italy is back at the top of travellers’ wish lists, and for good reason. From the timeless beauty of Rome to the elegance of its coastlines and countryside, Italy offers a unique experience steeped in history, culture, and exquisite luxury. This record-breaking growth is a tribute to the strength of Italy’s travel and tourism sector and the passion of the people behind it.

“Our Global Summit in Rome will bring together leaders who are shaping the future—from ministers and CEOs to innovators and sustainability champions. Italy stands as a model of how travel and tourism can drive prosperity, cultural pride, and sustainable development.”

A government committed to tourism

Since 2021, Italy has stood out among European and G20 countries by establishing a dedicated Ministry of Tourism—a powerful sign of political recognition of the sector’s economic and social value.

The Italian government has prioritised sustainability, innovation, and skills, while also launching national campaigns to promote lesser-known destinations, ensuring a more balanced and responsible distribution of tourism benefits.

Minister of Tourism Daniela Santanchè said:

“For the first time, we are bringing to Rome—and back to Europe after six years—the world’s most important tourism event: the WTTC Global Summit, which welcomes key international leaders in the sector.

“It is a significant moment for the industry and for Italy. It signals how far we have come and how we are once again playing a leading role on the global stage. With the Jubilee underway and record figures across the board, this summit further propels our capital and country toward ongoing growth.

“The WTTC Global Summit is a unique opportunity to build synergies among operators, associations, and institutions. It will help us develop our tourism ecosystem, refine our offering, and become increasingly competitive and successful.”

Manfredi Lefebvre, Executive Chairman of AKTG, Abercrombie & Kent and Crystal Cruises, and WTTC Chair-Elect, added:

“As Italy prepares to host the WTTC’s 25th Global Summit, we not only celebrate a remarkable recovery but also a bright future for our travel and tourism sector.

“This growth is a testament to our commitment to sustainability, innovation, and the shared passion of our communities. Together, we’ll continue shaping a culturally rich and prosperous experience for travellers worldwide.”

2024 in review

In 2024, the sector contributed €228.5 billion to the Italian economy and supported 3.1 million jobs. Domestic spending reached €122.6 billion, while international visitor spending stood at €55.2 billion.

With the right investments in connectivity, skills, and promotion, Italy is poised to become the blueprint for tourism-led growth in Europe.

What’s next: 2035 and beyond

WTTC forecasts that by 2035, the sector will contribute €282.6 billion to Italy’s economy—12.2% of GDP—and support 3.7 million jobs. International visitor spending is projected to reach €78 billion, with domestic spending climbing to €142.5 billion.

What this means for SMEs

As Italy’s tourism economy enters a new phase of expansion, opportunities for small and medium-sized enterprises are growing rapidly. To explore what this means for Italy’s dynamic SME sector—and why now is the time to act—visit the WTTC Together in Travel platform.

Organised in collaboration with the Ministry of Tourism, the Italian National Tourist Board (ENIT), the Municipality of Rome, and the Lazio Region, WTTC’s 25th Global Summit will take place at the Auditorium Parco della Musica from 28 to 30 September 2025.

For more information and access to the full factsheet, visit the WTTC Research Hub.

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