According to the Vietnam News Agency correspondent in Italy, the latest survey results show that 54% of European tourists choose Italy as their preferred destination, surpassing many major competitors such as Spain , France, and Greece. The occupancy rate on online travel platforms (OTAs) reached 52.2%, with an average price of 153 euros per night (177 USD per night). This is a clear competitive advantage compared to Spain (170 euros) or Greece (195 euros).
Italian Deputy Minister of Tourism Gianmarco Mazzi emphasized that these results were achieved thanks to cooperation between the government and businesses in the industry. However, behind the impressive figures lies a profound shift in the way both domestic and international tourists travel.
The uncertainty stemming from global conflicts, natural disasters, and inflationary pressures has led to increased caution among the population. Travelers are increasingly opting for travel insurance and prioritizing shorter, more flexible vacations using personal transportation. Instead of extended trips during peak season, over 42% of travelers are proactively choosing off-peak periods to save costs and avoid overcrowding.
Notably, Italy's tourism map is also showing a shift from historical cities to pristine areas. Tourists are no longer as attracted by shopping (12%), nightlife (9%), or sports (6%). Instead, 27% prioritize exploring ancient villages, 24% seek folk culture experiences, and 22% choose hiking trails to immerse themselves in nature.
The explosion of social media, along with recommendation algorithms from Instagram and Airbnb, has transformed many stone houses, mountain roads, and family-run restaurants into ideal destinations. Consequently, tourists visiting Italy in 2026 will not only be looking for a place to stay, but also for an authentic story to experience and share.