Environment, culture, and local communities emerge as central elements of European tourism competitiveness, with Southern Italy and the Islands consolidating their strategic role in the international offer. A clear picture of the current landscape shows how sustainability and enhancement of the territory are increasingly decisive in defining travelers' choices and strengthening the attractiveness of European destinations.
The data provided by the ENIT Studies Office point in this direction, highlighting how the development of a sustainable tourism industry represents, today more than ever, a strategic lever for European competitiveness.
The most recent analyses by the European Travel Commission highlight how Europe is perceived by long-haul travelers as a destination strongly committed to environmental protection, the enhancement of local cultures, and support for the economies of host territories, thus strengthening its image in non-European markets.
That contemporary travelers have a greater awareness than in the past is demonstrated by their attention to sustainability in choosing destinations: 96% of travelers express interest in responsible tourism options and can recognize the sustainable nature of the offered activities.
Attention is distributed evenly among the preservation of cultural heritage (25%), the protection of nature and the environment (24%), support for local cultures and communities (24%), and support for local economies (23%). Sustainability, therefore, is not perceived as an abstract concept, but as an integrated set of values intertwining environment, culture, and local development. The cited data comes from the ENIT Studies Office based on ETC elaborations.
The age group analysis, developed by ENIT, provides a nuanced view: travelers aged 25 to 34 (78%) and 35 to 44 (77%) show a greater propensity to orient their choices towards sustainable options, followed by young people aged 18 to 24 (73%), among whom sensitivity remains high. Among older travelers, however, a more measured approach emerges, with percentages of 59% in the 55-64 age group and 42% among those over 65, where comfort and established habits carry more weight in travel decisions. Overall, sustainability confirms itself as a cross-cutting value, albeit expressed differently depending on generational priorities. An additional significant element concerns the accessibility of information: 90% of respondents report having found relatively easily content related to sustainable options during trip planning, signaling effective communication activities by European destinations, especially through official websites, online reviews, and social media, which represent the main tools through which international tourists build their perception of a destination's sustainability.
In this context, the digital communication of Italian tourism entities dedicates an average of 14% of social content to sustainable themes, surpassing the European average of 13%. The analysis of over 56,000 posts published between April 2025 and January 2026 highlights a growing integration of the theme into territorial storytelling, through both direct elements, such as ecotourism and reducing environmental impact, and indirect elements, such as soft mobility, alternative itineraries, and enhancement of local productions. These findings also derive from direct analyses by the ENIT Studies Office with Extreme.
Sustainability has a higher incidence in the regions of Southern Italy (19%), with significant peaks in Campania (23%), Calabria (17%), Puglia and Basilicata (14%), and Sicily (13%). At the national level, the most recurring theme is respect for local cultures (22%), followed by minimizing ecological impact (16%) and conserving biodiversity (15%), while aspects such as social equity, economic sustainability of businesses, and transparency of certifications remain marginal. The content dedicated to sustainability also shows different levels of engagement across the country's areas: the Southern regions record the highest value with an average of 306.2 interactions per post, followed by the North (252.4), the Center (164.5), and the Islands (127.6), confirming the effectiveness of an identity narrative that values territory and local traditions and represents the tourist as a conscious guest.
In terms of flows, according to data from the ENIT Studies Office based on Bank of Italy (2025 provisional), in the first nine months of 2025, Italy consolidates its international attractiveness with a growth of +4.0% of foreign travelers compared to the same period in 2024, accompanied by an increase of +3.2% in overnight stays and a +4.9% increase in tourism spending. In this scenario, the South and the Islands capture 15% of total flows and register a +3.7% increase in travelers, a +6.0% increase in nights, and a +5.2% increase in spending, confirming their strategic role in the national offer. ENIT's monitoring also highlights how Southern Italy represents a product of strong interest even beyond the summer season: during the Christmas period, the area is noted by 9.4% of European tour operators and 11.6% of those overseas, with destinations such as Naples, the Amalfi Coast, Sicily, Puglia, and Matera particularly attractive due to their cultural heritage, local traditions, mild climate, and distinctive food and wine offerings. The data thus outline a scenario in which sustainability is no longer an accessory element, but a structural driver of competitiveness and growth, capable of strengthening the positioning of Europe and Italy in the international tourism landscape.
