Travel intelligence firms Mabrian and The Data Appeal Company, both part of Almawave Group, have released a joint analysis of international travel demand for Italy in the first half of 2025. Leveraging Mabrian’s Share of Searches Index and Data Appeal’s sentiment and accommodation pricing data, the study provides a comprehensive outlook on evolving traveler preferences, emerging trends, and market confidence in Italy’s key destinations.
Italy’s international travel intent: a strong start to 2025
Mabrian’s analysis on travel intention, based on Share of Searches Index*, dives into search trends to Italy’s top 20 airports in the first half of 2025—representing 89% of total inbound travel demand; revealing that Italy remains one of Southern Europe’s most sought-after destinations. The country accounts for 27% of total international travel demand to the region, whereas Spain (33%) and ahead of Greece (8%).
Rome and Milan continue to dominate Italy’s inbound travel demand, capturing a combined 61% of all international flight searches for early 2025. Rome alone has seen a 4.4 percentage point increase year-over-year, now representing 33% of total demand, while Milan has grown by 2.9 percentage points to reach 28%.
Beyond these two powerhouses, urban cultural hubs such as Venice, Florence, and Turin are also experiencing a rise in search demand, reinforcing the trend of travelers prioritizing city-based experiences in low and shoulder seasons. Venice, the third most searched Italian destination, now accounts for 6.7% of the country’s total international travel demand.
As a reference, Mabrian’s report “Where is the World Traveling in 2025?” highlights Rome, Madrid (Spain), and Lisbon (Portugal) as the world’s fastest-growing urban destinations for the first half of 2025. Rome’s demand is expected to continue rising, driven by the 2025 Jubilee Year celebrations. By contrast, seasonal destinations such as Naples, Sicily, Sardinia, Bari, and Brindisi show a temporary decline in demand for early 2025, though this is expected to rebound as summer approaches.
Italy’s sentiment score remains among Europe’s highest
According to The Data Appeal Company’s analysis, Italy’s Sentiment Score—based on traveler feedback and online reviews—remains exceptionally high at 87/100, ranking above Spain (86) and France (85). Key urban destinations such as Rome, Florence, Turin, and Venice maintain stable scores of 87-88/100, while Milan follows closely with a score of 85.
“These consistently high sentiment scores indicate that overtourism has not significantly impacted visitor experience, highlighting Italy’s effective destination management and sustainable tourism practices,” explains Mirko Lalli, CEO & Founder of The Data Appeal Company.07’
Accommodation market trends & major events driving demand
The study also provides insights into Italy’s Online Travel Agency (OTA) pricing trends for early 2025. January and February show a slight slowdown, with a 7% decrease in OTA saturation rates compared to last year. However, from April onwards, prices increase steadily, peaking in June with a 22% rise in average rates, reflecting strong demand in cultural and urban destinations.
- Rome:Despite the upcoming Jubilee Year celebrations, prices and occupancy rates remain stable, with increases starting in April (up to +6%) and a more significant rise in June (up to +25%).
- Milan:The city’s accommodation rates follow a similar pattern, with June rates surpassing 2024 levels by 20%. The Salone del Mobile event is expected to generate an extraordinary 54% increase in average prices, highlighting its strong international appeal.
- Florence & Venice:These cities show stable OTA rates for the first half of the year, with minor increases expected around Easter and early summer.
- Turin:The city is experiencing a 10% increase in OTA rates year-over-year, with demand peaking in June (+40%), driven by the Special Olympics World Winter Games in March and its designation as the EU Smart Tourism Capital 2025.
A positive outlook for Italy’s tourism sector
The combination of strong travel intent, high visitor satisfaction, and rising accommodation demand reflects a positive trajectory for Italy’s tourism sector in 2025.
“Italy continues to demonstrate strong traveler sentiment and robust demand, with key urban destinations maintaining high visitor satisfaction. The sentiment score remains among the highest in Europe, signaling effective destination management despite ongoing tourism growth. Additionally, OTA rates indicate a solid recovery, particularly from April onwards, driven by major events such as the Salone del Mobile in Milan and the Jubilee in Rome. This reflects a growing traveler confidence and the increasing appeal of Italy beyond traditional peak seasons,” concludes Lalli.
With shifting traveler preferences and a focus on urban getaways, Italy is poised for a strong start to 2025, reinforcing its status as a top global destination.
*Mabrian’s Share of Searches Index is a proprietary index that reflects the strength of travel demand based on flight searches behaviour, for given source markets and during a period of time. This ratio shows the travel intention to certain destinations, independently from actual consolidated bookings.
