Italy

Italy attracted 65 million arrivals, trailing France by 35 million, yet it boasts more UNESCO World Heritage Sites (59) than any other country. Rome, Venice, Florence, and the Amalfi Coast are primary draws, with the latter seeing 5 million visitors yearly. Venice’s 2024 day-tripper entry fee—€5 per person—aims to curb overtourism, a challenge 30% more acute here than in Spain. Italy’s cultural wealth remains unmatched, though growth lags behind #2 Spain’s 10% annual increase, per UNWTO data.