Three things to know about the Italy travel market
Italy’s travel market continues to gain momentum, reaching €30 billion in gross bookings in 2025, up 4.5% year over year as inbound demand hits new highs. Digital channels are driving much of this growth, with online bookings now making up 58% of the market and mobile leading the way. Strength spans every major segment, from hotels and airlines to rail, all evolving alongside shifting traveler behavior. Even amid geopolitical uncertainty, Italy’s broad appeal and ongoing digital transformation position it for continued growth. Dive into three key things to know about Italy’s travel market.
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