Spain continues to dominate as the leading destination for international travel in Southern Europe, expected to capture 33% of the region’s total travel demand during the first half of 2025. Italy follows closely, forecasted to secure 27%, while Greece ranks third with a share of 8%. These insights stem from a detailed analysis conducted by Mabrian in partnership with The Data Appeal Company – Almawave Group.

The study employs the Share of Searches Index to assess traveler preferences, complemented by sentiment data from online reviews. The results highlight a clear shift in traveler behavior, with an increasing focus on urban experiences.

Rome and Milan continue to lead Italy’s tourism landscape, together accounting for 61% of all international travel searches at the start of 2025. Rome has experienced a notable rise, increasing by 4.4 percentage points and now representing over 33% of the total search demand. Milan is quickly closing the gap, with a 2.9 percentage point gain, reaching 28%.

Other key cultural cities like Venice, Florence, and Turin are also seeing a rise in demand. Venice, now the third most searched Italian destination, holds 6.7% of the international travel search share, signaling a shift toward exploring smaller yet culturally rich cities.

The report “Where is the World Traveling in 2025?” not only highlights Rome and Milan but also points to Madrid and Lisbon as some of the fastest-growing urban destinations globally for the first half of 2025. Rome’s surge in popularity is particularly attributed to the upcoming Jubilee celebrations.

In contrast, destinations that are more seasonal, such as Naples, Sicily, Sardinia, Bari, and Brindisi, may face slower initial demand but are projected to see a recovery as summer draws near.

Additionally, Italy’s tourist sentiment is remarkably high at 87 out of 100, surpassing Spain’s 86 and France’s 85, based on visitor reviews analyzed by The Data Appeal Company. Major cities like Rome, Florence, and Venice maintain strong sentiments between 87 and 88 points, with Milan close behind at 85.

The study also explores trends in accommodation pricing, supported by data from online booking agencies. January and February saw modest declines, with booking rates dropping by 7% compared to the previous year. However, from April onwards, prices are forecasted to gradually rise, with substantial spikes anticipated in June.

For instance, the upcoming Jubilee celebrations are expected to significantly boost demand and drive up accommodation prices. Rome is predicted to experience a rise of up to 25% in June, not only due to the events but also because of steady occupancy rates beginning in April, which could see an increase of up to 6%.

Milan is expected to see a demand increase of around 20% beyond 2024 levels, driven by major events such as the renowned Salone del Mobile, which is predicted to push accommodation prices up by as much as 54% in June.

Florence and Venice are anticipated to maintain steady booking rates in the first half of the year, with only slight fluctuations around Easter and early summer. Meanwhile, Turin is gaining attention, with online travel agency (OTA) rates rising by 10% year-on-year, and projections suggest prices will peak with the upcoming events scheduled in the city.

The overall forecast for Italy’s tourism sector is highly positive, as a combination of strong travel demand, high visitor satisfaction, and increasing accommodation needs point to a bright future. With changing traveler preferences leaning toward urban getaways, Italy is set to solidify its position as a leading global destination well into 2025 and beyond.

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