Italy has once again confirmed its status as Europe’s premier tourist destination, securing the top spot in the 2024 European Tourism Reputation Index (ETR Index), compiled by research institute Demoskopika.
The country’s strong performance is driven by its dominance in online search popularity and destination interest, as well as a second-place ranking in the evaluation of its hospitality, restaurant, and cultural offerings.
The ETR Index analyses Europe’s top ten tourist destinations based on visitor numbers, including France, Germany, Spain, Italy, the Netherlands, Austria, Poland, Sweden, Greece, and Portugal. In 2023, these countries accounted for 863 million arrivals, representing 84.7% of all EU tourism activity.
Tuscany Takes the Crown, Trentino-Alto Adige Falls to Second
On a regional level, the Regional Tourism Reputation Index (RTR Index) placed Tuscany at the top, dethroning last year’s winner, Trentino-Alto Adige. Tuscany scored 109.6 points, edging out Trentino-Alto Adige’s 108.0 points.
Tuscany’s success is largely due to its strong online presence, with a high level of search interest and an impressive reputation for its hospitality, gastronomy, and cultural heritage. With nearly 79,000 tourism-related establishments receiving overwhelmingly positive reviews, the region’s appeal remains unmatched. Its picturesque landscapes, historic cities like Florence, and world-renowned cuisine continue to attract international visitors.
Read: 15 best things to do in Florence – 2025
Meanwhile, Trentino-Alto Adige, which ranked second overall, remains a stronghold for Italian tourism. The region is particularly dominant in social media appeal, ranking as Italy’s most ‘social’ tourist destination with over 1.9 million followers across platforms. Known for its breathtaking Alpine scenery and high-quality hospitality, Trentino-Alto Adige remains a favourite for both winter sports enthusiasts and summer hikers.
Sicily Climbs to Third Place
Sicily secured third place with 104.6 points, marking a significant improvement in its reputation. The island’s performance was bolstered by positive reviews for its 78,000 hotels, restaurants, and cultural attractions, as well as a strong presence in Google search trends and an extensive number of indexed pages (845,000).
Sicily’s historical sites, including the Valley of the Temples and Mount Etna, alongside its rich culinary traditions, continue to draw tourists year-round.
Other Notable Regional Performances
Several other Italian regions stood out in different aspects of the index:
- Piemonte topped the ranking for online search volume, with 6.4 million indexed pages, indicating strong international interest in the region’s attractions, including its renowned wine country and historic cities like Turin.
- Friuli Venezia Giulia and Emilia-Romagna ranked among Italy’s most social media-savvy regions, following Trentino-Alto Adige in online engagement.
- Marche also performed strongly in social media appeal, further highlighting the increasing digital presence of lesser-known but culturally rich Italian regions.
Italy’s Strengths and Areas for Improvement
Overall, Italy remains Europe’s tourism leader, thanks to its blend of history, culture, and gastronomy. However, the country lags behind in social media engagement, ranking fourth in the Social Reputation Index behind Portugal, Greece, and Spain. Despite efforts by institutions like ENIT (Italian National Tourist Board), Italy still has room for improvement in leveraging social media for tourism promotion. The much maligned Venereitalia Instagram profile could certainly do with a fresh approach.
Demoskopika’s President, Raffaele Rio, emphasised the importance of predictive tourism analytics: “The key to maintaining and strengthening Italy’s reputation lies in anticipating tourist demand and optimising services accordingly. Those who best interpret travel trends will solidify their position and increase the economic value of their tourism sector.”
With further investment in digital engagement and predictive analytics, Italy is well-positioned to maintain its crown for years to come.
