Italy is now the global reference point for wedding tourism. A record that consolidates year after year and is confirmed by the numbers, international flows, and the country's ability to transform marriage into a cultural, identity-driven, and deeply emotional experience.
From the great art cities to the villages, from the countryside to the coasts, the Peninsula continues to attract couples from all over the world who choose to celebrate their “yes” in iconic and authentic places. Wedding tourism has become one of the most dynamic segments of the tourism industry, with an induced value that today approaches one billion euros. A growth that testifies to the centrality of the sector within tourism development strategies.
In recent years, over 15,000 weddings of foreign couples have been celebrated in Italy, with a growth trend exceeding 11%. The average spending per event is around 61,500 euros, with about 36 percent of the budget allocated to catering, confirming the strategic role of food and wine in building the wedding experience. According to the latest industry surveys, these events have generated nearly one million foreign guests and over four million overnight stays.
The destination wedding represents the heart of this success. About one-third of foreign couples choose Central Italy, but there is a significant increase in interest towards the South and Islands, which today capture 29.3 percent of the demand. In this context, Sicily and Puglia confirm themselves among the most requested regions, thanks to the combination of landscapes, cultural heritage, high-level accommodation, and organizational capacity. Iconic events, such as large international weddings hosted in recent years, have helped strengthen the image of the South as a high-end wedding destination.
The phenomenon does not exclusively concern foreign markets. Domestic demand also shows signs of growth: over 8,400 Italian couples have chosen to marry outside their region of residence, transforming marriage into a travel and discovery experience. According to the 2025 Wedding Sector Report, the average cost of a wedding in Italy in 2024 was 23,781 euros, with 42 percent of couples exceeding the threshold of 25,000 euros and 20 percent reaching 35,000 euros. The average number of guests remains stable at around 106 people, while the involvement of specialized professionals is increasing, with an average of twelve figures per event.
From a generational perspective, Millennials still represent about 70 percent of couples, but Generation Z is growing rapidly, rising from 1 to 18 percent. A more digital, autonomous segment oriented towards personalized, sustainable, and strongly narrative weddings. Priorities are changing: guest well-being, atmosphere, location, and personalization become central elements, along with gourmet proposals and formats that develop over several days.
The year 2026 is expected to be a year of further evolution for the sector. Trends indicate a growing focus on environmental sustainability, use of seasonal flowers, reusable setups, locations immersed in nature, and increasingly experiential design. The wedding is no longer just a ceremony, but a visual and emotional narrative that reflects the couple's identity.
In this scenario, BTM Italy 2026 is positioned, dedicating a strategic space to wedding tourism with Say Yes, the section designed to tell, develop, and enhance wedding tourism as a lever for cultural and economic regeneration. Say Yes aims to be a reference point for operators, wedding planners, international buyers, and territories, offering business opportunities, networking, and discussions on new models of supply.
From February 25 to 27, 2026, at the Fiera del Levante in Bari, BTM Italy will focus on Italy's leadership in wedding tourism, providing a concrete platform to interpret industry trends and build new opportunities. Because today, more than ever, getting married in Italy means experiencing an authentic, recognizable experience capable of generating value for the entire national tourism system.
