Pet-friendly tourism conquers Italians

More trips with dogs and cats.

Pet-friendly tourism continues to grow and is now one of the most dynamic segments of the Italian vacation sector. According to a study conducted by JFC, so-called "pet tourism" will reach an economic value close to 9.5 billion euros by 2026, with development margins that could push the market beyond 15 billion.

The research, titled "From stroller to leash. The social evolution and impact of pets on tourism," highlights how dogs and cats have become a stable presence in the travel habits of Italians. In the country, registered pets number around 16.5 million, a figure significantly higher than that of children under 14 traveling with families.

Massimo Feruzzi, sole administrator of JFC and coordinator of the study, emphasizes that the phenomenon has a European dimension: there are almost 200 million pets, including dogs and cats. An increasingly significant audience for the tourism sector, especially because they tend to travel more frequently with their animals.

For summer 2026, the preferred destinations for pet owners will mainly be mountain locations and the Apennines. Among the regions considered most welcoming for those traveling with animals are Trentino-Alto Adige, followed by Emilia-Romagna and Tuscany. Looking abroad, the most appreciated destinations are France, Spain, and Germany.

According to the estimates of the research, nearly 4 million Italian families will spend at least one vacation with their dog or cat, generating over 73 million tourist presences. The average stay is expected to exceed 12 nights, while daily spending increases by over 22 euros to meet the needs of the animal during the stay.

Despite these numbers, the Italian tourism sector still appears poorly structured compared to the growing demand. Many accommodation facilities continue to charge extra fees for animals or offer limited services, often without promoting them openly. A situation that, according to Feruzzi, shows how the sector has not yet fully grasped the economic potential of pet-friendly tourism.

The study also highlights how some initiatives have sparked strong controversies among operators and travelers, such as the proposal — later withdrawn — to introduce a daily tourist tax for dogs accompanying tourists in South Tyrol. A hypothesis that ignited the debate on the relationship between tourist hospitality and the presence of pets.

Cover photo: Giedrė Šuminskaitė  (Unsplash)