Report Italy Travel Market Brief 2026

Italy Travel Market Brief 2026

Published:
April 2026
Research Type:
Report
Segments:
Air, Hotels & Lodging, Online Travel Agencies, Rail, Tours & Packages, Traditional Agencies & TMCs
Regions:
Europe
US$395

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Summary

The Italian travel market reached €30 billion in gross bookings in 2025, up 4.5% year over year, as record inbound demand pushed tourism to new highs. Online bookings accounted for 58% of the market, with mobile now representing more than half of all online bookings. Hotels remained the largest segment, supported by strong investment activity and continued demand for higher-end properties. Airlines and tour operators advanced, shaped by low-cost carrier expansion and industry consolidation, while rail showed steady growth and digital gains. Even as geopolitical tensions heighten, Italy’s broad appeal, strong domestic alternatives and continued digitalization support the market’s longer-term momentum.

This Travel Market Brief delivers top-level takeaways for the Italy travel market, featuring charts and analysis on the key trends, segment highlights and market sizing datapoints that matter most.

Please note: The Italy Travel Market Brief 2026 is part of Phocuswright’s Europe Travel Market Report 2026 series. With the single purchase of this series, the following reports (available now or publishing soon) are automatically included at no additional cost:

Analysts
Stanislas Feminier
Stanislas Feminier