Tourism continues to flourish: +4 million visits in July.

Tourism continues its upward trajectory with an additional four million visitors recorded in July alone, while August shows further signs of growth, according to recent data released by the Italian Ministry of Tourism. The figures highlight a steady increase in both occupancy rates and visitor numbers, reinforcing the sector’s resilience despite ongoing challenges such as rising energy costs and fluctuating international travel patterns. For the month of August, projections indicate a continued rise in demand, with the overall Occupancy Rate (Ota) reaching 58.5%. This represents an increase of 10.8 percentage points compared to August 2025. The ministry notes that this rate surpasses that of competing European destinations, including Spain at 54% and France at 41%. The average price per night in Italy during August was recorded at €160.80, marking a slight decrease of 0.6% from the previous year. The week around Ferragosto, which took place from August 10 to 16, saw a peak in occupancy levels, reaching 65.4%. A closer look at specific tourism product types reveals that mountain destinations achieved particularly high saturation, with an Ota of 78.4%. In contrast, cities known for their artistic heritage and cultural landscapes showed the highest growth, increasing by 13.9% compared to 2025. Looking at the broader summer period, spanning from June 15 to September 15, the average occupancy rate for Italian accommodation facilities stood at 58.9%, up by 10.8 percentage points from the same period in 2025. The average price per night during this time was slightly lower, at €153.60, reflecting a minor decline of 0.2% compared to the previous year. The highest occupancy levels were observed in the autonomous province of Trento, with a rate of 64.4%, followed by the Veneto region at 63.3%. In the competition among islands, Sardinia led with an Ota of 63.4%, while Sicily, affected by recent volcanic activity from Mount Etna, recorded a notable increase of 13.3% compared to 2025. This growth ranks behind that of the Veneto and Emilia-Romagna regions. It is worth noting that cities and cultural landscapes saw the most significant rise, with an Ota of 57.6% and an increase of 15.5 percentage points. These results come against the backdrop of repeated heatwaves throughout the season, underscoring the enduring appeal of Italy's tourist attractions even under challenging climatic conditions.