According to data compiled from the Alloggiati Web platform of the Ministry of Interior, the Ministry of Tourism, and the National Statistics Agency Istat, the occupancy rate of accommodation on Italy's online booking platforms currently stands at 51.2%, higher than Spain at 42.8% and France at 32.9%.
Meanwhile, the average room rate of around 153 Euros per night is still lower than the 170 Euros in Spain and 195 Euros in Greece.
Looking at individual regions, Veneto leads the country with an occupancy rate of 57.5%, followed by Emilia-Romagna at 56.7%, Trento at 55.7%, and Bolzano at 54.9%. Friuli Venezia Giulia, Sicily, and Tuscany also all exceeded the national average.
Notably, occupancy rates in June increased by 13.4% year-on-year in 2025, while July recorded a 10% increase. Besides beaches, lakeside areas also attracted a large number of visitors, achieving an occupancy rate of approximately 54%, the highest among all destination types. Hot spring resort towns and coastal tourist areas both reached around 51%, with growth rates nearly double the national average.
In the first six months of the year, the number of tourists to Italy increased by 4.43% compared to the same period in 2025. Calabria saw the strongest increase at 10.54%, followed by Umbria at 9.7%, Piedmont at 9.22%, Sardinia at 8.24%, and Puglia at 7.43%.
International visitor numbers increased by 6.45%, with Calabria leading the way with a 23.19% increase. Puglia, Abruzzo, Molise, Basilicata, Sardinia, and Piedmont also recorded double-digit increases. Meanwhile, domestic visitor numbers rose by nearly 2%, notably Umbria with a 13.64% increase and Liguria with an 8.89% increase.
Tourism outside the hotel system also recorded a significant increase, with the number of visitors rising by 7.46%, far exceeding the 2.27% increase of traditional accommodation establishments.
Italian Tourism Minister Gianmarco Mazzi stated that these results demonstrate the continued strong growth of the country's tourism industry despite numerous global uncertainties.
According to the official, this sector is increasingly asserting its strategic role in the economy and will continue to receive investment in the future.
In addition, Prime Minister Giorgia Meloni also assessed that Italy maintaining its leading position in European tourism is proof of the country's attractiveness, the quality of its services, and the contributions of the business community and workers in the industry.
The leader affirmed that the government will continue to support the sector, which is considered a crucial driver of national economic growth.