Italy

Italy remains Europe's most beloved destination, drawing over 57 million visitors annually, which is 8 million more than the #2 European destination Spain. In 2025, lesser-known regions like Puglia, Sardinia, and Le Marche gained traction as travelers sought alternatives to overcrowded Rome, Florence, and Venice. Italy's food tourism sector, worth €12 billion, is 20% larger than the average food tourism market in rival countries.