Italy confirms itself as one of the most attractive tourist destinations in Europe even in the summer of 2026.
According to the analyses of the Statistics Office of the Ministry of Tourism, our country records a saturation rate of bookable accommodation on OTA platforms of 51.2%, a figure that surpasses that of Spain (42.8%) and France (32.9%). The average rate, which stands at 153 euros, lower than Spain's 170 euros and Greece's 195 euros, also contributes to making the Italian offer even more competitive.
The territorial analysis highlights particularly positive performances in Veneto, which leads the ranking with a saturation rate of 57.5%, followed by Emilia-Romagna (56.7%), Autonomous Province of Trento (55.7%) and Autonomous Province of Bolzano (54.9%). Above the national average are also Friuli Venezia Giulia (53.7%), Sicily (53.3%) and Tuscany (52.5%), confirming a widespread demand that affects a large part of the national territory.
The comparison with 2025 provides an even more encouraging picture. In the months of June and July, the saturation rate grows by 13.4% and 10% respectively compared to the same period last year, a sign of a summer season that continues to strengthen.
Driving the sector is not only beach tourism. Lake destinations actually register the highest saturation level, at 54%, followed by spa and beach locations, both at 51%. This data confirms that tourists are increasingly oriented towards diversified experiences and an offer capable of enhancing the multiple vocations of the Italian territory.
The contribution of international demand is also decisive. Searches for flights to Italy have increased by 26% compared to summer 2025, with particularly significant increases coming from Poland (+76%), Germany (+66%) and Spain (+48%). At the same time, air capacity is also growing, with an increase of 14% in the number of seats on direct flights, a percentage higher than that recorded by Spain (+8%), Greece (+7%) and France (+2%).
Even the Ferragosto period confirms the favorable moment for Italian tourism. Searches for flights for the weekend of August 14-16 show an increase of 17% compared to the same holiday last year, both in the domestic and international markets.
«The summer of 2026 confirms a success for tourism in Italy, with an OTA saturation rate of 51.2%, higher than competitors like Spain and France. The 26% increase in air searches compared to last year, combined with an increase in air capacity, demonstrates strong international interest in our country. Italy maintains its status as a preferred destination for visitors from around the world. This result is the fruit of constant teamwork between the Government, businesses, and industry operators. We are proud of this and look to the future with optimism», said the Minister of Tourism, Gianmarco Mazzi.
