Sicily under wildfire risk alert. Photo: Shutterstock Italy continues to strengthen its position as one of the world's most sought-after tourist destinations. Official data released by the Italian Ministry of Tourism's Statistics Office (MITUR) indicates that the country leads Europe in tourism demand for the summer of 2026.
According to the data, the occupancy rate of accommodation on online booking platforms (OTAs) is 51.2%, higher than that of Spain, where occupancy was recorded at 42.8%, and France, with 32.9%.
The data also shows that the occupancy rate in Italy increased by 13.4% during June and by 10% in July, compared to the same period last year.
The Italian Ministry of Tourism explains that one of the main reasons for the high demand is the price level. The average rate per night in Italy is 153 euros, compared to 170 euros in Spain and 195 euros in Greece.
The demand map indicates that travelers' interest is not limited to coastal areas. The lake regions lead the country with an occupancy rate of 54%, followed by spas and thermal baths and coastal cities, with 51% occupancy.
At the provincial level, Veneto leads with an occupancy rate of 57.5%, followed by Emilia Romagna with 56.7%. The mountainous provinces in the north also register high figures, including Trento with 55.7%, Bolzano with 54.9% and Friuli Venezia Giulia with 53.7%. Sicily with 53.3% and Tuscany with 52.5% are also above the national average.
The data also indicates continued strengthening of international tourism. Flight searches to Italy increased by 26% compared to last year, while seat capacity on scheduled direct flights to the country increased by 14%, a higher rate than that recorded in Spain, Greece and France.
Among European markets, Poland stands out, with a 76% jump in searches for flights to Italy. It is followed by Germany with a 66% increase and Spain with 48%.
The Italian Ministry of Tourism notes that the peak of the summer season is still ahead of us. Ahead of the August 14-16 holiday, there has already been a 17% increase in flight searches, both from domestic and international tourists.
Gianmarco Mazzi, Italy's Tourism Minister: "The summer proves Italy's position as a favorite destination in the world, the product of continuous teamwork between the government, businesses and sector operators