Viaggi & Reportages

Press: tourism in Italy ''Culture first!''

Italian Travel

Florence, 02/21/2025 – Tourism in Italy: culture first. The data presented in preview at tourismA decrees two absolute queens: Rome and Florence. While the Leonardo da Vinci Florentine Museum in 2024 recorded digital interest higher than that of the Uffizi Gallery.

The general appreciation for the Italian cultural offer continues to grow: global sentiment reaches 86/100, a slight increase compared to 2023. An analysis of the main art cities shows that cultural attractions obtain very high ratings, with values above 90/100 and growing in Florence, Milan, Rome, Venice and Naples. Rates increased by 6-7%, confirming sustained tourist demand and the tendency of operators to favor direct bookings.

These are the first data from The Data Appeal Company's 2025 Cultural Tourism Report presented at tourismA Archeology and Cultural Tourism Exhibition.

In 2024, the places of culture in Italy confirm the excellent performance of the sector already observed last year. According to the Isnart context data cited in the Report, cultural heritage (43.9%), UNESCO sites (37%) and large cities (31.3%) are the main travel reasons for those who visit our country, while 27.9% of tourists visit historic centres, 24.3% visit villages. Unlike other holiday resorts, cities of art record peaks in reviews especially during long weekends and holidays, such as Easter, May 1st, November 1st and, in particular, Ferragosto, reflecting the seasonality of tourist flows typical of these destinations.

The origin of the visitors

Based on digital traces, visitors come from Italy (34.8%), down 1% compared to the previous year, Germany (6.8%), France (6.1%), United Kingdom (4.5%) and Spain (4.4%), United States (3.4%), Switzerland (2.8%), Poland (2.7%), Brazil (2.3%), Austria (1.9%). 45% are couples, 29% families, 14% groups, 12% individuals. There was a slight decline in the volume of digital tracks: in 2024 it went from 10.7 million to 9.2 million pieces of content compared to 2023, a decrease of 14%. A decline that may depend on various factors, but which demonstrates in particular how reviews in the cultural field are sometimes not stimulated enough to encourage reputational growth.