Italy ranks fourth among European tourists' favorite destinations and sixth among tourists from North America, according to the Travel Industry Trend report by the Mastercard Economic Institute. The country is experiencing a shift in tourist spending habits, with a growing preference for experiential purchases rather than shopping. Chinese tourists are also embracing this trend, opting for unforgettable experiences in popular Italian cities like Naples, Rome, Milan, and Venice, instead of luxury shopping. The first quarter of 2023 saw an 8% increase in air travel compared to the same period last year, with business trips showing a 20% growth primarily driven by Italian, Spanish, and Portuguese businessmen. The reopening of China has positively impacted European tourism, and major Italian destinations like Positano have witnessed a significant increase of 283% in experiential spending compared to 2019 levels.

Italy is one of the top global tourist destinations for travelers from Europe, North America, the Middle East, and Africa. In terms of outbound travel, Italians prefer long- and medium-haul flights for leisure trips, surpassing pre-pandemic levels. For business travel, there is an increase in long-haul bookings since December, following the reopening of China and the return to office settings. Milan's luxury goods market remains strong, while travelers in Naples and Venice prioritize spending on services and "experiences" before arriving in Italy. These trends indicate a promising recovery for the travel sector.

Source:
https://www.veritaeaffari.it/turismo/turismo-viaggi-ripresa-italia-quarta-destinazione/