The direct contribution of travel and tourism to Rome's gross domestic product (GDP) declined sharply with the onset of the coronavirus (COVID-19) pandemic compared to 2019. While these industries' direct contribution to GDP in the Italian capital amounted to nearly 8.4 billion euros in 2022, it dropped to just above three billion euros in 2021. As forecast, this figure was expected to reach an estimated 5.9 billion euros in 2022, remaining below pre-pandemic levels.

In 2023, the share of travel and tourism's total contribution to Italy's gross domestic product (GDP) nearly equaled the figure reported in 2019, the year before the onset of the COVID-19 pandemic. Overall, travel and tourism generated, directly and indirectly, roughly **** percent of the country's GDP in 2023. That year, the total contribution of travel and tourism to GDP in Italy amounted to nearly *** billion euros. What is the contribution of travel and tourism to employment in Italy? In 2023, the total contribution of travel and tourism to employment in Italy recovered from the impact of the health crisis. Overall, these industries generated, directly and indirectly, just under ************* jobs in 2023, denoting a ****-percent increase from 2019. What are the leading inbound tourism markets in Italy? In 2023, the total international tourist expenditure in Italy, including overnight and same-day visitors, surpassed ** billion euros, the highest figure reported to date. When breaking down the inbound tourism expenditure in Italy by country, Germany ranked as the leading market, ahead of the United States, the United Kingdom, and France.

The Italy faith-based tourism market is estimated to be valued at US$ 72 Million in 2022 and exhibit growth at a CAGR of 9.8% from 2022 to 2032. The share of Italy's faith-based tourism market is approximate 2% - 6% in the global faith-based tourism industry.

Attributes	Key Statistics
Italy Faith-Based Tourism Market Estimated Size (2022)	US$ 72 Million
Value-based CAGR (2022 to 2032)	9.8%
Collective Value Share: Top Players (2021)	4% - 9%

Scope Of The Report

Attributes	Details
Projected Market Valuation (2022)	US$ 72 Million
Value-based CAGR (2022 to 2032)	9.8%
Forecast Period	2022 to 2032
Historical Data Available for	2017 to 2021
Market Analysis	Value (US$ Million)
Key Region Covered	Europe
Key Country Covered	Italy
Key Segments Covered	Tourism Type, Booking Channel, Tourist Type, Tour Type, Age Group, and Region.
Key Companies Profiled	Exodus Travels Sicily Activities Italy Travel Company Hello Florence Tours Travel Srl Venice Italy Travel Luxury Rome Tou Smart Trip Show Me Italy Real Italy Travel LivTours Argiletum Italy Customized Srl Miles & Miles Tours of Rome and Italy Milan Visitor Center- Zani Viaggi Michelangelo International Travel Caf Tour & Travel, Cedars Travel Through Eternity Tours Rome Travels Cosmos
Report Coverage	Market forecast, company share analysis, competition intelligence, Drivers, Restraints, Opportunities and Threats analysis, market dynamics and challenges, and strategic growth initiatives

Key information about Italy Visitor Arrivals

• Italy Visitor Arrivals recorded 68,487,423 person in Dec 2024, compared with 61,309,634 person in the previous year
• Italy Visitor Arrivals data is updated yearly, available from Dec 1990 to Dec 2024
• The data reached an all-time high of 68,487,423 person in Dec 2024 and a record low of 16,482,810 person in Dec 2020

CEIC calculates annual Tourist Arrivals from monthly Tourist Arrivals. Italian National Institute of Statistics provides Tourist Arrivals.

The travel industry in Italy stands as a beacon of cultural richness, historical grandeur, and natural splendor, captivating millions of visitors from around the globe each year. According to an updated research report from Future Market Insights, the Italy tourism industry is poised to reach a valuation of US$ 27.3 billion by 2024.

Attributes	Key Insights
Italy Tourism Industry Estimated Size in 2024	US$ 27.3 billion
Projected Industry Value in 2034	US$ 51.2 billion
Value-based CAGR from 2024 to 2034	6.5%

Category-wise Insights

Category	Shares in 2024
International	44.6%
36 to 45 Years	30.6%

Report Scope

Attribute	Details
Estimated Industry Size in 2024	US$ 27.3 billion
Projected Industry Valuation in 2034	US$ 51.2 billion
Value-based CAGR 2024 to 2034	6.5%
Forecast Period	2024 to 2034
Historical Data Available for	2019 to 2023
Industry Analysis	Value in US$ billion
Key Industry Segments Covered	Age Visit Purpose Demographic Tourist Type Tourism Type Tour Type
Key Regions	North Italy Central Italy South Italy Islands Italy
Key Companies Profiled	Alma Italia Exodus Travels Trafalgar Costsaver CroisiEurope Intrepid Travel Insight Vacations Top Travel Italy G Adventures Collette

The tourism balance helps understand the impact of tourism within a country. It is given by the inbound tourism expenditure minus the outbound tourism expenditure. In March 2025, Italy's tourism balance amounted to 556 million euros, remaining stable over the previous year. How many tourists visit Italy every year? The number of international tourist arrivals in Italy grew by 15 percent in 2023 over the previous year, reaching almost 60 million. Despite the annual increase in travelers, inbound tourist arrivals remained below pre-pandemic levels. In 2023, Italy ranked fourth on the list of the most visited countries worldwide. What is the economic contribution of travel and tourism in Italy? In 2023, the total contribution of travel and tourism to Italy’s gross domestic product nearly caught up with pre-pandemic levels, with this sector accounting for over 10 percent of the country's GDP. Meanwhile, the number of travel and tourism jobs in Italy reached almost three million in 2023, fully recovering from the impact of COVID-19.

Key information about Italy Tourism Revenue

• Italy's Tourism Revenue reached 20 USD bn in Dec 2020, compared with 52 USD bn in the previous year
• Italy's Tourism Revenue data is updated yearly, available from Dec 1995 to Dec 2020
• The data reached an all-time high of 51,910 USD mn in Dec 2019 and a record low of 20,459 USD mn in Dec 2020

The World Bank provides annual Tourism Revenue in USD.

As of April 2019, most employees of the tourist industry in the Italian city of Rome worked for the catering sector. Indeed, the catering sector in Rome recorded a total of ****** employees. Conversely, according to the study, the tourist apartments sector in Rome only registered *** employees as of April 2019.

In 2024, the number of visitors to the Colosseum, Roman Forum, and Palatine Hill archaeological park in Rome recorded a 20 percent annual increase. That year, attendance at the Colosseum reached 14.7 million, making it the most visited tourist attraction in Italy. How much income do museums in Italy generate every year? Rome’s Colosseum, one of the most iconic historical buildings in the world, plays a prominent role in supporting the Italian tourism industry. In 2024, the Roman amphitheater ranked first among Italy’s museums, archaeological areas, and similar cultural institutions based on income, reporting over 100 million euros. Overall, the total income of state museums and similar cultural institutions in Italy exceeded 380 million euros in 2024. How many international tourists visit Rome? Rome is one of the most popular tourist destinations in Italy. In 2023, the number of international tourist arrivals in Rome’s accommodation establishments reached just under seven million. This figure, however, remained below pre-pandemic levels. When looking at the leading inbound travel markets in Rome, travelers from the United States and the United Kingdom recorded the highest number of tourist arrivals in the Italian capital either before and after the impact of the pandemic.

Major players like Google Arts & Culture, Expedia's Virtual Travel, and National Geographic VR dominate the market, offering high-fidelity virtual experiences of world landmarks, natural wonders, and historical sites. These top players collectively command approximately 40% of the market by leveraging brand recognition, strategic partnerships with tourism boards, and proprietary technology.

Regional operators such as Japan's Virtual Kyoto Tours, Italy’s Rome 360 Experience, and Egypt’s Virtual Pyramids Adventures account for 32% of the market, specializing in culturally rich, country-specific VR tourism experiences. They attract a mix of domestic and international users by incorporating expert-guided narration and authentic 3D reconstructions.

New entrants like Immersive World VR, Horizon Explorer, and Travel Beyond Screens secure 22% of the market, focusing on AI-driven personalized experiences, interactive gamified travel, and sustainable virtual tourism alternatives. Independent platforms and niche operators, such as community-led VR historical sites and indie developers crafting artistic digital tourism experiences, make up the remaining 6%.

Key Players	Industry Share (%) 2025
Top 3 (Google Arts & Culture, Expedia Virtual Travel, National Geographic VR)	40%
Regional Operators (Virtual Kyoto Tours, Rome 360, Virtual Pyramids Adventures)	32%
Emerging & Niche Brands (Immersive World VR, Horizon Explorer, Travel Beyond Screens)	22%
Independent Operators (Community-led VR tours, indie tourism developers)	6%

The Italian office real estate market, currently experiencing robust growth, is projected to maintain a Compound Annual Growth Rate (CAGR) exceeding 5% from 2025 to 2033. This expansion is driven by several key factors. Firstly, a strengthening Italian economy, fueled by increasing tourism and a resurgence in manufacturing, is boosting demand for office space, particularly in major cities like Milan and Rome. Secondly, the ongoing trend towards flexible workspaces and hybrid work models is reshaping the office market, with a growing need for modern, adaptable office environments. Furthermore, increasing foreign investment in Italy's thriving technology and financial sectors is contributing to higher occupancy rates and rental prices. While constraints such as limited supply of prime office space in key locations and rising construction costs exist, the overall market outlook remains positive. The major players in this dynamic market, including Impresa Pizzarotti, Webuild, CBRE Italy, and others, are actively responding to these trends by developing new projects and adapting their services to meet evolving market demands. This competition fosters innovation and ensures the ongoing improvement of office spaces across Italy. The segmentation of the Italian office market reveals strong performance in key cities such as Rome, Milan, and Naples, mirroring economic activity and population density. Turin's market also shows promise. However, while "Other Cities" comprise a significant portion of the market, their growth trajectory might lag behind major metropolitan areas due to lower economic activity and a less concentrated workforce. The historical period (2019-2024) likely saw fluctuations reflecting global economic events and, potentially, a period of slower growth before the current expansion. Assuming a 2025 market size of €10 billion (a reasonable estimate given the stated CAGR and market dynamics), a 5% annual growth rate projects the market to approximately €13.4 billion by 2028 (€10 billion * 1.05^3). This growth will be unevenly distributed across regions, with major cities likely exhibiting higher growth rates than smaller urban centers. This in-depth report provides a comprehensive analysis of the Italy office real estate market, covering the historical period (2019-2024), base year (2025), and forecast period (2025-2033). It delves into market size, trends, key players, and future growth prospects, offering valuable insights for investors, developers, and industry professionals seeking to navigate this dynamic sector. The study period encompasses significant market shifts, enabling informed strategic decision-making. Recent developments include: November 2022 - A major Milan office building was purchased by Macquarie Asset Management through an Italian real estate fund for roughly EUR 119 million (USD 126 Million). It has been an active participant in the Italian real estate market for a number of years, and it has now added this historic house to its portfolio of properties in the region. One of the most desirable gateway cities in Europe is Milan, with many opportunities to find higher-quality apartments with strong demand., Feb 2022 - The acquisition of an office building in Milan's Piazza Trento, in the Porta Romana neighborhood, from Europ Assistance Italy was finalized by BC Partners European Real Estate I (BCPERE I) and Kervis Group. This investment demonstrates even more clearly how confident it is in the stable foundations of the Milanese office and residential markets.. Key drivers for this market are: Increasing geriatric population, Growing cases of chronic disease among senior citizens. Potential restraints include: High cost of elderly care services, Lack of skilled staff. Notable trends are: Occupier and Investment Focus in Milan.

The Italy car rental market, valued at approximately €1.5 billion in 2025, is projected to experience steady growth, fueled by a Compound Annual Growth Rate (CAGR) of 5.04% from 2025 to 2033. This expansion is driven by several key factors. The burgeoning tourism sector in Italy, particularly in popular destinations like Rome, Florence, and the Amalfi Coast, significantly boosts demand for short-term rentals. Increasing business travel and the rising popularity of road trips among domestic travelers further contribute to market growth. The segment is further diversified by car type (hatchbacks, sedans, SUVs), rental length (short-term and long-term), and booking method (online and offline). While the online booking segment is expected to dominate due to convenience and competitive pricing, offline bookings remain significant, especially for long-term rentals and corporate clients. The adoption of electric vehicles, though still nascent, is expected to slowly increase, driven by government incentives and growing environmental awareness. However, challenges such as seasonal fluctuations in demand, stringent regulations impacting rental operations, and potential economic downturns could moderate market growth. Competitive pressures from established international players like Hertz, Avis, and Enterprise, alongside local rental companies, are also factors to consider. The Italian car rental market presents a dynamic landscape characterized by consistent growth potential, yet subject to various market forces impacting its trajectory. The market segmentation reveals significant opportunities. The SUV segment is expected to witness faster growth than hatchbacks and sedans due to the preference for spacious vehicles, particularly among families and larger groups. Similarly, the long-term rental segment shows promising prospects, driven by increased relocation and expatriate populations in Italy. The business travel segment is also crucial, with corporate contracts playing a vital role in revenue generation for major rental companies. Analyzing these segments can allow for targeted marketing strategies and efficient resource allocation for players in the Italian car rental market. The projected growth presents an encouraging outlook for investors and existing players alike, provided they can navigate the competitive landscape and adapt to evolving consumer preferences and regulatory changes. Recent developments include: In January 2022, SIXT partnered with itTaxi, an Italian taxi operator, to provide on-demand taxi services in Rome using the SIXT application. The company is advancing the internationalization of its mobility platform ONE by growing its network in Italy and improving its ride-hailing and transfer service offering SIXT ride., In July 2021, Hertz Italia has renewed its premium and Selezione fleet, which offers customers the opportunity to enjoy luxury rentals. The company offers premium Italian cars to choose from, including the Maserati Ghibli, the Maserati Levante SUV, and the Alfa Romeo Giulia Veloce Grand Tour.. Notable trends are: Online Booking Segment Likely to Drive Demand in the Market.

In 2023, the total contribution of travel and tourism to employment in Italy increased by roughly **** percent compared to 2019, the year before the impact of the COVID-19 pandemic. Overall, travel and tourism generated, directly and indirectly, just under ***** million jobs in the country in 2023. This figure was expected to reach an estimated **** million in 2024.

The combined number of cruise passenger movements at the selected Italian ports rose sharply in 2023 over the previous year, exceeding the figures recorded before the impact of the COVID-19 pandemic. Overall, Civitavecchia - a municipality in the metropolitan city of Rome - was the Italian port recording the highest cruise passenger traffic in 2023, with around 3.3 million cruise passenger movements.

In 2023, the port of Civitavecchia, a municipality in the metropolitan city of Rome, reported the highest number of cruise calls in Italy. Overall, Civitavecchia recorded 809 cruise calls that year, denoting a 2.8 percent decline from 2014. Naples and Genoa followed in the ranking in 2023, with 446 and 340 port calls by cruise vessels, respectively.

The number of cruise passenger movements at the Italian port of Civitavecchia increased sharply in 2023 over the previous year, recovering from the impact of the COVID-19 pandemic. After declining to under 207 thousand with the onset of the health crisis, cruise passenger movements in Civitavecchia - a municipality of the metropolitan city of Rome - totaled over 3.3 million in 2023. That year, Civitavecchia was the Italian port recording the highest cruise passenger traffic.

Cruise traffic at Italian ports increased significantly in 2023 over the previous year, recovering from the impact of the COVID-19 pandemic. Overall, the number of cruise passenger movements in Italy reached nearly 13.8 million in 2023, the highest figure recorded over the period considered. What are the leading cruise ports in Italy? In 2023, the port of Civitavecchia - a municipality in the metropolitan city of Rome - reported over three million passenger movements, ranking as the leading cruise port in Italy based on passenger traffic, ahead of Genoa and Naples. Meanwhile, the number of cruise passenger movements at the port of Venice declined by roughly 69 percent from 2019 to 2023. In this respect, while Venice recorded the second-highest cruise passenger traffic in Italy in 2019, it ranked ninth in 2023. What are the busiest cruise ports in the Mediterranean? With nearly 3.6 million cruise passenger movements, Barcelona in Spain was the busiest cruise port in the Mediterranean based on passenger traffic in 2023. Marseille and the Balearic Islands also ranked among the busiest cruise ports in the region that year. Meanwhile, Barcelona also reported the highest number of cruise calls in the Mediterranean in 2023, with just above 800 cruise calls.

After entering Italy, the coronavirus (COVID-19) spread fast. The strict lockdown implemented by the government during the Spring 2020 helped to slow down the outbreak. However, the country had to face four new harsh waves of contagion. As of January 1, 2025, the total number of cases reported by the authorities reached over 26.9 million. The north of the country was mostly hit, and the region with the highest number of cases was Lombardy, which registered almost 4.4 million of them. The north-eastern region of Veneto and the southern region of Campania followed in the list. When adjusting these figures for the population size of each region, however, the picture changed, with the region of Veneto being the area where the virus had the highest relative incidence. Coronavirus in Italy Italy has been among the countries most impacted by the coronavirus outbreak. Moreover, the number of deaths due to coronavirus recorded in Italy is significantly high, making it one of the countries with the highest fatality rates worldwide, especially in the first stages of the pandemic. In particular, a very high mortality rate was recorded among patients aged 80 years or older. Impact on the economy The lockdown imposed during the Spring 2020, and other measures taken in the following months to contain the pandemic, forced many businesses to shut their doors and caused industrial production to slow down significantly. As a result, consumption fell, with the sectors most severely hit being hospitality and tourism, air transport, and automotive. Several predictions about the evolution of the global economy were published at the beginning of the pandemic, based on different scenarios about the development of the pandemic. According to the official results, it appeared that the coronavirus outbreak had caused Italy’s GDP to shrink by approximately nine percent in 2020.