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.

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.

Key information about Italy Visitor Arrivals

• Italy Visitor Arrivals recorded 73,951,291 person in Dec 2024, compared with 67,878,055 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 73,951,291 person in Dec 2024 and a record low of 16,511,911 person in Dec 2020

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.

Italy Heritage Tourism and Cultural Economy Market valued at USD 90 billion, driven by rich heritage, UNESCO sites, and experiential travel in cities like Rome and Florence.

In 2024, the number of visitors to the Colosseum, Roman Forum, and Palatine Hill archaeological park in Rome recorded a ** percent annual increase. That year, attendance at the Colosseum reached **** 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 *** million euros. Overall, the total income of state museums and similar cultural institutions in Italy exceeded *** 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 ***** 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%.