In a 2021 survey conducted in Italy, more than half of visitors to food and wine experiences and tourism services reported having found out about them thanks to relatives or friends. Specialized websites on food and wine tourism were the second most popular source of information, chosen by ** percent of respondents in the European country that year.

The number of domestic and international overnight stays in the Italian metropolitan city of Florence rose in 2021 over the previous year, after having declined sharply in 2020 due to the coronavirus (COVID-19) pandemic. Overall, Florence recorded nearly *** million domestic and *** million inbound overnight stays in 2021. Although these figures show an increase compared to the first year of the health crisis, the volume of domestic and international overnight stays remained way below pre-pandemic levels.

GlobalData’s Tourism Source Market Insight: Italy report provides a thorough insight into Italy’s domestic and outbound tourism market. The report looks at the profiles of Italian tourists and summarizes the key reasons that they travel. The report offers an in-depth analysis of traveler flows, spending patterns, main destination markets and current and future opportunities for tourism businesses seeking to tap into the Italian outbound travel market. Read More

Due to the coronavirus (COVID-19) pandemic, most companies from the tourism industry in Italy believed that they would need at least *** year to recover the losses caused by the crisis. According to a survey from June 2020, ** percent of companies within this industry claimed they will only recover their losses in the long term, namely by June 2021. Comparing data from tourism companies with national figures revealed how the coronavirus emergency negatively impacted this industry. Overall, approximately ** percent of all companies in Italy think they will recover the losses caused by the pandemic by June 2020. For further information about the coronavirus (COVID-19) pandemic, please visit our dedicated Facts and Figures page.

The coronavirus (COVID-19) pandemic hit the tourism industry hard in Italy in 2020 and 2021. In April 2020, international tourist arrivals declined by ** percent over the same month of 2019. While this scenario improved during the summer, inbound tourist arrivals decreased again since September, standing at *** thousand in December 2020. In 2021, international arrivals recorded a similar trend, rising significantly over the summer months and reaching nearly ************ in August 2021. While this figure overcame the one reported in the previous year, it was still far below pre-pandemic levels. For further information about the coronavirus (COVID-19) pandemic, please visit our dedicated Facts and Figures page.

Italian tourists in Veneto by region of origin (year 2021) Data relating to the tourist movement in Veneto. Consultations by places of origin of tourists. The data refer to the Istat survey of the previous year. To access more information and data related to the time series (including the current year) navigate to the following page: https:///statistica.regione.veneto.it/banche_dati_economia_turismo.jsp Source: Veneto Region – Istat.

The coronavirus (COVID-19) pandemic hit the Italian tourism industry hard in 2020 and 2021. Due to the impact of the health crisis, the number of domestic overnight stays in hotels reached around *** million in March 2020, decreasing from *** million in the previous month. In April 2020, this figure dropped further, hitting the record low of *** thousand. Over the summer months of 2020 and 2021, this scenario improved. In July 2021, domestic overnight stays in hotels rose to **** million, increasing over 2020 and almost catching up with pre-pandemic levels.

Italy - Nights spent at tourist accommodation establishments: Reporting country was 252.93 % year-on-year in December of 2021, according to the EUROSTAT. Trading Economics provides the current actual value, an historical data chart and related indicators for Italy - Nights spent at tourist accommodation establishments: Reporting country - last updated from the EUROSTAT on November of 2025. Historically, Italy - Nights spent at tourist accommodation establishments: Reporting country reached a record high of 277.28 % year-on-year in May of 2021 and a record low of -71.90 % year-on-year in January of 2021.

Brazil Visitor Arrival: Italy data was reported at 40.191 Person th in 2024. This records a decrease from the previous number of 129.447 Person th for 2023. Brazil Visitor Arrival: Italy data is updated yearly, averaging 179.541 Person th from Dec 1989 (Median) to 2024, with 36 observations. The data reached an all-time high of 303.878 Person th in 2005 and a record low of 18.907 Person th in 2021. Brazil Visitor Arrival: Italy data remains active status in CEIC and is reported by Ministry of Tourism. The data is categorized under Global Database’s Brazil – Table BR.QB002: No of Visitors Arrivals: by Country: Annual.

The expenditure on outdoor advertising of the transport and tourism category in Italy increased significantly by **** million U.S. dollars (+****** percent) since the previous year. Nevertheless, the last two years recorded a significant lower advertising spending than the preceding years.For more insights about advertising in Italy: In 2021, in comparison to the ad expenditure of the transport and tourism category on outdoor, the ad expenditure of the transport and tourism category on digital static display was lower, while spending on newspapers was considerably higher.

The Italy online accommodation market, exhibiting a CAGR exceeding 6%, presents a lucrative landscape for both established players and new entrants. The market's size in 2025 is estimated at €1.5 billion (based on a reasonable assumption given the significant presence of tourism in Italy and global online booking trends). Growth is fueled by several key drivers: the increasing popularity of online travel booking, a surge in both domestic and international tourism to Italy, and the proliferation of diverse accommodation options listed on online platforms, ranging from traditional hotels to unique experiences offered through platforms like Airbnb and Plum Guide. Further driving this growth is the convenience and cost-effectiveness offered by online booking portals, allowing travelers to compare prices and easily manage their itineraries. The market is segmented by platform type (mobile applications and websites) and booking mode (third-party online portals and direct/captive portals), with mobile applications gaining significant traction due to increasing smartphone penetration and user-friendliness. While the market faces restraints such as seasonal fluctuations in tourism and potential regulatory challenges, the overall outlook remains positive, projecting continued expansion throughout the forecast period (2025-2033). The competitive landscape is characterized by a mix of global giants like Booking Holdings and Expedia, alongside niche players specializing in luxury accommodations (Plum Guide) or specific regional offerings (Italy Heaven). The presence of these diverse players reflects the market's multifaceted nature and caters to a wide range of traveler preferences and budgets. Successful strategies for companies within this market will likely include focusing on user experience enhancements, leveraging data analytics for personalized recommendations, and adapting to evolving traveler preferences and technological advancements within the online travel sector. A strong emphasis on mobile optimization, competitive pricing, and strategic partnerships will be crucial for maintaining a competitive edge. The strong tourism sector within Italy combined with the continuing growth of the online travel market assures a high level of future potential. Recent developments include: On September 13, 2021. TripAdvisor partnered with Audible for the Ultimate Travel Audio Entertainment, it makes easy for traveller to listen their favourite audio playlists with them during their next trip with just a few taps on their mobile device., On July 20, 2021 TripAdvisor partnered with world's leading hotel technology providers - SiteMinder, Roiback, Derbysoft and WebHotelier - enabling thousands of hotels to participate in TripAdvisor Plus for the first time. It will fix the connectivity solutions of Hotels who wants to join TripAdvisor plus program., On June 01, 2021 Trip.com and TripAdvisor have agreed to expand their strategic partnership to include TripAdvisor Plus which will further enhance the travel experience for the customers.. Notable trends are: Increasing Internet Penetration has Huge Impact on the Market.

Foreign Tourist Arrivals: Delhi Airport: Western Europe: Italy data was reported at 67,414.000 Person in 2023. This records an increase from the previous number of 34,971.000 Person for 2022. Foreign Tourist Arrivals: Delhi Airport: Western Europe: Italy data is updated yearly, averaging 41,759.000 Person from Dec 2008 (Median) to 2023, with 16 observations. The data reached an all-time high of 70,586.000 Person in 2019 and a record low of 6,597.000 Person in 2021. Foreign Tourist Arrivals: Delhi Airport: Western Europe: Italy data remains active status in CEIC and is reported by Ministry of Tourism. The data is categorized under India Premium Database’s Tourism Sector – Table IN.QB014: Foreign Tourist Arrivals: by Ports: Annual: New Delhi Airport.

Foreign Tourist Arrivals: Kolkata Airport: Western Europe: Italy data was reported at 2,089.000 Person in 2023. This records an increase from the previous number of 1,245.000 Person for 2022. Foreign Tourist Arrivals: Kolkata Airport: Western Europe: Italy data is updated yearly, averaging 2,779.500 Person from Dec 2008 (Median) to 2023, with 16 observations. The data reached an all-time high of 4,542.000 Person in 2012 and a record low of 109.000 Person in 2021. Foreign Tourist Arrivals: Kolkata Airport: Western Europe: Italy data remains active status in CEIC and is reported by Ministry of Tourism. The data is categorized under India Premium Database’s Tourism Sector – Table IN.QB012: Foreign Tourist Arrivals: by Ports: Annual: Kolkata Airport.

Due to the impact of the coronavirus (COVID-19) pandemic on travel and tourism, the number of outbound trips taken by Italians declined dramatically in 2020 and 2021 compared to 2019. Overall, Italians traveling abroad to visit friends or relatives made the highest number of trips in 2021. However, such journeys decreased from almost *** million in 2019 to around *** million in 2021. Meanwhile, the number of trips abroad involving hotel stays experienced the sharpest decline, passing from nearly ***** million in 2019 to approximately *** million in 2021.

Monthly 2021 tourist movements (arrivals and presences) divided by the territories under the jurisdiction of the ATL (Local Tourist Agencies) with details for ATL Sub-Segments and Market (Italy- Abroad).

Foreign Tourist Arrivals: Mumbai Airport: Western Europe: Italy data was reported at 14,852.000 Person in 2023. This records an increase from the previous number of 8,089.000 Person for 2022. Foreign Tourist Arrivals: Mumbai Airport: Western Europe: Italy data is updated yearly, averaging 18,021.500 Person from Dec 2008 (Median) to 2023, with 16 observations. The data reached an all-time high of 29,661.000 Person in 2011 and a record low of 1,052.000 Person in 2021. Foreign Tourist Arrivals: Mumbai Airport: Western Europe: Italy data remains active status in CEIC and is reported by Ministry of Tourism. The data is categorized under India Premium Database’s Tourism Sector – Table IN.QB013: Foreign Tourist Arrivals: by Ports: Annual: Mumbai Airport.

In 2021, Sicily was the Italian region with the highest share of sandy coasts occupied by beach resorts, camping sites, sports clubs, and tourist facilities. According to the study, nearly 56.5 percent of beaches in this region included such facilities. Meanwhile, around 55.7 percent of sandy coasts in Liguria were occupied by tourist facilities that year.

Foreign Tourist Arrivals: Chennai Airport: Western Europe: Italy data was reported at 6,034.000 Person in 2023. This records an increase from the previous number of 2,862.000 Person for 2022. Foreign Tourist Arrivals: Chennai Airport: Western Europe: Italy data is updated yearly, averaging 8,015.000 Person from Dec 2008 (Median) to 2023, with 16 observations. The data reached an all-time high of 11,804.000 Person in 2011 and a record low of 437.000 Person in 2021. Foreign Tourist Arrivals: Chennai Airport: Western Europe: Italy data remains active status in CEIC and is reported by Ministry of Tourism. The data is categorized under India Premium Database’s Tourism Sector – Table IN.QB010: Foreign Tourist Arrivals: by Ports: Annual: Chennai Airport.

Foreign Tourist Arrivals: Hyderabad Airport: Western Europe: Italy data was reported at 1,856.000 Person in 2023. This records an increase from the previous number of 996.000 Person for 2022. Foreign Tourist Arrivals: Hyderabad Airport: Western Europe: Italy data is updated yearly, averaging 1,576.500 Person from Dec 2012 (Median) to 2023, with 12 observations. The data reached an all-time high of 2,469.000 Person in 2012 and a record low of 273.000 Person in 2021. Foreign Tourist Arrivals: Hyderabad Airport: Western Europe: Italy data remains active status in CEIC and is reported by Ministry of Tourism. The data is categorized under India Premium Database’s Tourism Sector – Table IN.QB011: Foreign Tourist Arrivals: by Ports: Annual: Hyderabad Airport.

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Agritourism Market Size 2025-2029

The agritourism market size is valued to increase USD 7.5 billion, at a CAGR of 3.7% from 2024 to 2029. Growing tourism industry will drive the agritourism market.

Major Market Trends & Insights

Europe dominated the market and accounted for a 35% growth during the forecast period.
By Distribution Channel - Offline segment was valued at USD 29.40 billion in 2023
By Type - Domestic segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 36.67 billion
Market Future Opportunities: USD 7.50 billion
CAGR from 2024 to 2029 : 3.7%

Market Summary

The market, a subsector of the broader tourism industry, has experienced significant expansion in recent years. Global agritourism revenue is projected to reach USD 118 billion by 2027, reflecting a steady growth trajectory. This trend is driven by several factors, including the increasing demand for authentic travel experiences, a growing awareness of local food systems, and the desire for sustainable tourism options. Agritourism encompasses various activities that allow visitors to engage with rural areas and agricultural practices, such as farm stays, vineyard tours, and pick-your-own farms. The market's evolution has led to the emergence of innovative business models, including farm-to-table restaurants, agritourism festivals, and educational programs.
However, the market faces challenges, including the risks associated with fraudulent vacation rentals, apartments, and homestays. Ensuring the safety and authenticity of these offerings is crucial to maintaining consumer trust and confidence. Additionally, the market's fragmented nature, with numerous small and medium-sized enterprises, poses challenges in terms of standardization and marketing. Despite these challenges, the future of agritourism looks promising. The sector's focus on experiential travel and sustainable practices aligns with the evolving preferences of modern travelers. By continuing to innovate and address the challenges, agritourism businesses can capitalize on this growing market and offer unique, memorable experiences to consumers.

What will be the Size of the Agritourism Market during the forecast period?

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How is the Agritourism Market Segmented?

The agritourism industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Type

  Domestic
  International


Service Type

  On-farm sales
  Outdoor recreation
  Entertainment
  Educational tourism
  Others


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    Spain
    UK


  APAC

    China
    India
    Japan


  Rest of World (ROW)

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

The market continues to evolve as a significant segment of the global tourism industry, with a growing demand for sustainable and experiential rural experiences. Travel agencies serve as a crucial offline sales channel, offering a range of agritourism packages that include farm tours, culinary offerings, and on-farm accommodations. In 2021, travel agencies accounted for over 30% of agritourism bookings, providing essential services such as destination information, activity coordination, and transportation arrangements. Agritourism operators offer diverse experiences, from agricultural education programs and heritage site preservation to wildlife viewing opportunities and farm-to-table dining.

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The Offline segment was valued at USD 29.40 billion in 2019 and showed a gradual increase during the forecast period.

These initiatives contribute to rural economic diversification, infrastructure development, and community partnerships. Agritourism activities encompass nature-based experiences, seasonal tourism planning, and farm shop sales. With a focus on visitor satisfaction, sustainable tourism practices, and agricultural landscape preservation, the market promises memorable experiences for travelers.

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Regional Analysis

Europe is estimated to contribute 35% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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In the North American market, the US, Florida, California, Hawaii, Missouri, and Ohio are prominent agritourism destinations, attracting numerous farm hosts offering additional services at competitive prices