Italy among Europe’s top destinations: new report reveals

Italy strengthens its position as the top destination among European travellers, according to the latest Italy Digital Destination Report 2025.

The exclusive report shows that Italy captures 13.4% of total travel intend in Europe over the next six months. When focusing on Southern Europe, this figure rises to 34.2% of all flight searches aiming at the region. These numbers confirm Italy’s leading position and highlight an upward trend in off-season travel, particularly during autumn and winter.“Italy is — and will remain — a travellers’ favourite, as our travel intelligence reveals. But what is driving visitors to Italy? A diverse mix of motivations. While culture remains the most powerful demand driver, nature, outdoor activities, and active tourism are gaining ground, with gastronomy continuing to stand strong. The data show that non-seasonal and a more diverse mix of experiences are consolidating, reflecting global shifts in traveller preferences when choosing a destination.