Image shows wedding at Villa-del-Balbianello. The tourisma dn wedding sectors in Italy expect an increase over last year's figures.

Italy’s Tourism and Wedding Sectors Set for Record Growth

News Travel & Tourism

Italy’s tourism sector is poised for an exceptional summer, with an estimated 216 million overnight stays at official accommodation facilities expected between June and August, according to a survey by Florence’s Tourism Study Centre (Centro Studi Turistici).

The figures were collated as part of a survey for the Assoturismo Confesercenti association. They represent a 1.5% increase compared to last summer, indicating a robust recovery and growth in the industry.

Foreign visitors are set to account for 105 million of these overnight stays, marking a 2.5% rise from last year. The report also highlighted that overnight stays in Italy surged by 3.8% in the first five months of 2024 compared to the same period in the previous year, underscoring a strong and sustained interest in Italy as a top travel destination.

Booming destinaton wedding market

The growth in Italy’s tourism sector is complemented by a booming destination wedding market, particularly in Tuscany. The region reported a turnover of nearly €170million in 2023 from destination weddings. That equates to an impressive 29.5% increase over 2022.

These figures were part of the Destination Weddings in Tuscany Observatory update, developed by the Centro Studi Turistici of Florence for Toscana Promozione Turistica, the tourism promotion agency of the Tuscany Region.

Tuscany hosted almost 2,600 international weddings in 2023, a 12.5% increase from the previous year. Average expenditure was around €65,000 per event. Couples predominantly came from the USA and UK, constituting 60% of the market. Nearly half of these couples (48%) relied on wedding planners to organise their big day. The most popular wedding season was from April to September, accounting for 89% of the events.

Foreign weddings generated 496,000 overnight stays (a 14.5% increase) and attracted 157,000 arrivals (a 21.7% increase). The preferred venues for these weddings included villas, historic residences, farmhouses, castles, and villages. Forecasts for 2024 suggest continued growth in this market, with an estimated increase of around 9.1%.

These promising trends highlight Italy’s enduring appeal as both a tourist and wedding destination.

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