Italy strengthens its position as top European destination with 13.4% travel intent share

 

RIMINI – Italy continues to solidify its position as Europe’s leading travel destination, capturing 13.4% of total travel intent across the continent for the next six months, according to the new Italy Digital Destination Report 2025, published by The Data Appeal Company and Mabrian, both part of the Almawave Group.

The report, launched in London, is based on an analysis of 29.5 million digital traces across 772,000 points of interest, including accommodations, attractions, cultural sites, restaurants, and short-term rentals, collected between September 2024 and August 2025.

For the first time, the study applied generative Artificial Intelligence (AI) using advanced Large Language Models (LLMs) to interpret travellers’ emotions and perceptions, offering a deeper understanding of sentiment, motivations, and behavioural shifts in Italy’s tourism landscape.

Cultural appeal leads, with growing interest in nature and gastronomy

The data confirm that cultural tourism remains Italy’s strongest draw, with an overall sentiment score of 89.6/100. Iconic sites such as the Colosseum, Trevi Fountain, and Milan Cathedral continue to lead in global visibility and visitor engagement.

However, nature, outdoor activities, and gastronomy are gaining momentum as secondary travel motivations, signalling a diversification of Italy’s tourism appeal. “Italy is – and will remain – a travellers’ favourite,” said Àlex Villeyra, Chief Operating Officer at Mabrian. “While culture remains the key driver, demand for active and nature-based experiences is growing, along with culinary tourism.”

Off-season travel on the rise

Italy’s share rises to 34.2% of all flight searches for Southern Europe, showing strong off-season travel momentum, particularly in autumn and winter.

“This evolution towards semantic and sentiment-based intelligence is reshaping how destinations interpret traveller behaviour and plan for sustainability,” said Mirko Lalli, CEO & Founder of The Data Appeal Company. He noted that the integration of AI enables destinations to anticipate changes and design more inclusive and sustainable strategies.

Valeria Sandei, CEO of the Almawave Group, added that the report “demonstrates how AI can provide concrete support for destinations, transforming data into actionable planning tools for sustainable tourism growth.”

Visitor composition and traveller satisfaction

The visitor mix remains stable, with 40% domestic and 60% international travellers, mainly from Germany, France, the UK, and Spain. Trips are predominantly taken by couples (40%) and families (30%), while solo travel continues to rise – particularly in Rome, Florence, and Venice – where inclusivity and affordability are noted as key improvement areas.

Accommodation performance remains strong, with hospitality receiving an average sentiment of 84/100. Short-term rentals scored even higher (87.8/100), driven by positive feedback on location and host friendliness. The food and beverage sector continues to be a key strength for Italy (86.4/100), though travellers cite cost and service quality as areas needing improvement.

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AI reshaping digital tourism intelligence

While online reviews declined from 35.5 million to 29.5 million compared to last year, the report attributes this to the rise of new digital content formats such as video reviews, reels, and TikTok content. Meanwhile, OTA prices are expected to rise 17% over the next six months, particularly during New Year’s and Easter, confirming growing shoulder-season demand.

Overall, the Italy Digital Destination Report 2025 illustrates a tourism ecosystem in transformation – one increasingly guided by AI-driven insights, seasonal diversification, and sustainability-focused planning.

With 13.4% of Europe’s total travel intent, Italy remains not only a cultural powerhouse but also a data-driven benchmark for tourism innovation in the age of artificial intelligence.