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Tourism in Italy 2025: Why Venice Struggled, Rome Boomed, Secondary Destinations Are on the Rise and Americans stayed at home
Italy entered 2025 with high hopes. In January and February, bookings surged 30–50% higher than the same months in 2024. Hotels and operators were bracing for a record year.
But momentum stalled in March. By summer, the season had slowed dramatically. June, July, and August 2025 all underperformed compared to 2024, disappointing many in the industry.
Key tourist cities suffered notable drops:
- Florence: down about 20%
- Venice: down around 30%
- Amalfi Coast: down roughly 25%
- Rome: the exception, with increased volumes thanks to Jubilee pilgrims visiting the Vatican
Why Many American Tourists Stayed at Home
A big factor in Italy’s 2025 tourism slowdown was the decline in U.S. visitors. Americans are typically among the highest-spending tourists in Italy, but this year saw both fewer arrivals and lower spending per visitor.
Reasons behind the decline include:
- Tariffs and political uncertainty: new U.S. trade policies created hesitation about international travel.
- Exchange rates: a weaker U.S. dollar against the euro made Italy more expensive.
- Perception issues: some Americans worried about how they might be received abroad given tensions in U.S. politics.
The result? Operators reported emptier hotels and lower revenues, especially in destinations that usually depend on U.S. travelers.
Venice’s Struggles and the New Tourist Tax
Venice’s drop of nearly 30% compared to 2024 has been one of the most dramatic shifts of the season. Beyond the broader decline in U.S. visitors, locals and operators point to another factor: the new day-tripper tax introduced in 2025.
The tax, designed to limit the number of short-term visitors, requires day-trippers to pay an entry fee when visiting the city. While it may help fight overtourism and protect Venice’s fragile infrastructure, it also likely discouraged some potential visitors, especially budget-conscious travelers already hit by higher exchange rates.
This policy is part of Venice’s long-term sustainability strategy, but in the short run, it may have contributed to the steeper decline in visitor numbers compared to other Italian destinations.
Secondary Destinations on the Rise
While iconic hubs slowed, Italy’s lesser-known regions saw more attention in 2025:
Puglia: with its whitewashed towns, beauitufl beaches, and iconic trulli houses, the region is booming as travelers seek authenticity.
Le Marche: often called "the new Tuscany," offering rolling hills, Renaissance towns, and coastal escapes — but without the heavy crowds and low prices.
Sardinia: once overlooked by Americans, it’s now appearing on more itineraries thanks to its pristine beaches, rugged landscapes, and growing luxury scene.
These destinations benefit from offering value, authenticity, and breathing room at a time when Italy’s major cities feel both expensive and crowded.
The Silver Lining: Overtourism Relief
For years now, cities like Venice and Florence have been overwhelmed by overtourism. Narrow streets, strained infrastructure, and frustrated locals have all made headlines.
The 2025 slowdown, while tough for businesses, has created unexpected benefits:
Less crowding at major attractions
Better visitor experiences with shorter waits and calmer streets
Breathing room for locals in destinations long under pressure
This pause could be a chance for Italy to rebalance tourism flows — encouraging more visits to secondary destinations and ensuring sustainable growth in the years ahead.
Italy 2025: Two Stories, One Season
While keeping in mind that there are still more than three months before the end of the year, how should we remember Italy’s 2025 tourist season?
- Official preliminary data: modest growth overall, with national arrivals and spending slightly up.
- On the ground: weaker demand, especially in iconic hotspots, with secondary regions emerging as exceptions.
For travelers, this means opportunity. Visiting Italy in late 2025 or early 2026 could mean fewer crowds in famous cities and new discoveries in rising regions like Puglia, Le Marche, and Sardinia.
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