Let’s start with a certainty: marriage in Italy remains a strongly authentic and personal experience, capable of reflecting the history and characteristics of couples.
According to the 2025 Wedding Sector Report by Matrimonio.com, the average cost of a wedding in 2024 is around €23,781, with 42% of couples spending at least €25,000 and 20% up to €35,000. Despite the rising costs (+8% compared to 2023), the average number of guests remains stable at around 106 people. Millennials still represent the majority (70%), but Generation Z is rapidly growing (from 1% to 18%), more digital, financially independent, and already cohabiting before marriage.
Modern weddings are increasingly personalized, with an average of 12 professionals involved in events that can last two or more days. The main priorities are: the well-being of guests (81%), the overall atmosphere, the location, and the personalization of the event. Additionally, themed weddings and gourmet proposals are becoming more common.
But what will 2026 be like? It promises to be a year rich in novelties and sophistication for the wedding world. The new trends aim to combine elegance, sustainability, and creativity, transforming weddings into experiences that remain in the heart and memory. From the colors of the palettes to bridal gowns that oscillate between minimalism and couture, to scenic setups and attention dedicated to guests, the wedding landscape of 2026 offers ideas for every couple.
Experts have no doubts about this: marriage will not simply be a ceremony; it will be an intimate and visual experience, an event that speaks of the couple, their taste, and their story. Between sustainability, bold design, emotional storytelling, and extraordinary settings, the trend is quite clear; it is no longer just about “celebrating a yes,” but about “living a story” together with those who truly matter. Sustainability is no longer optional: seasonal flowers, reusable decorations, and locations immersed in nature transform every ceremony into an authentic and environmentally respectful event.
Wedding tourism continues to grow: Italy attracts more and more foreign couples, especially from the United States and the UK, interested in multi-day celebrations in unique locations. While we await the final data for 2025, let’s recall those from 2024, with over 15,100 international weddings celebrated in Italy, with an average expenditure of around €61,500, and an economic impact close to one billion euros.
In this context, the Say Yes section at BTM Italy becomes the ideal reference point: a space where you can find selected suppliers, creative inspirations, and solutions that make every wedding truly unique. Take part in the event means to create business opportunities with international buyers and wedding planners, expanding contacts and collaborations. On the agenda: B2B meetings, networking opportunities, exclusive talks and workshops with Destination Wedding experts, and a top-notch exhibition area.”
“With BTM SAY YES RI~GENERA – explains Antonio Marzano, head of the section along with Floriana Panza - we want to tell the story of wedding tourism as a living laboratory of regeneration of deep values made of authenticity, hospitality, landscapes, relationships, and shared beauty. In wedding tourism, regenerating means giving new life to a unique human and cultural heritage, capable of attracting couples from all over the world without losing its essence. It means putting tradition and innovation, craftsmanship and creativity, local know-how and new technologies in dialogue. BTM SAY YES – he states - will be the space where operators, territories, and industry professionals can discuss how to build an increasingly sustainable, emotional, and identifying offer. Because Puglia continues to be one of the most loved destinations to say “yes,” precisely thanks to its ability to regenerate while remaining true.”
Ultimately, marriage is a form of art: it is not enough to say “yes”; you must tell a story. And BTM Say Yes provides the right keys to open the door to your stories by offering on one hand visibility and growth opportunities for the wedding business; on the other, the perfect space to plan dream weddings.
Join BTM Italia, Bari from February 25 to 27, 2026
