Country specific information – Italy

Italian Scenario

According to ISTAT, during 2011 foreign arrivals and bednights have shown increases respectively equal to +8.4% and 6.8%. In 2012 the tourism flows of foreigner visitors to Italy has remained substantially stable: the arrivals have registered a ‐0,1% as regards the same period during the previous year, whilst the bednights decreased by -­0,7%.

According to the Bank of Italy, in 2012 foreign travellers spending in Italy was 32,056 million Euros, with a growth of 3.8% (approximately 1.2 billion Euros more) compared to 2011.

The economic impact of the general tourism sector in 2012 is summarised in the following indicators:

  • ECONOMY TRAVEL AND TOURISM:  161.2 bn. €  (impact of the general economy of the tourism sector on the Gross Domestic Product)
  • TOURISM OCCUPATION:  2,681,000  units  (direct and indirect employees)
Source: estimation WTTC -­ Travel & Tourism Economic Impact Italy 2013

Useful links to italian touris market research & datas


Focus on italian region: Piedmont

Area of analysis

The Piedmont is a region located in the north-west part of Italy. The capital is Turin. Piedmont is the second Italian region for surface after Sicily, and the sixth region for number of inhabitants.

The Piedmont is bounded by the France to the West, by Valle d’Aosta Region to the North-West, by Switzerland to the north, by Lombardy to the east, by Emilia Romagna Region  to the South-East, by Liguria Region to the south.

The Piedmont stands out for the diversity of his landscape, consisting of typical habitats of Alps, hills and plains. The mountainous belt occupies 43,3% of the territory, and hosts the famous ski destinations known all over the world; the hilly area covers 30% of the territory and encloses the flat area (26,4% of the surface), where it is located the main paddy of Europe.

Considering protected areas, there are two national parks: the Gran Paradiso and the Val Grande;  prominent importance assumes the fluvial system of the Po, which affects the entire piedmontese stretch of the river and the north-eastern area occupied by the Lago Maggiore and Lago d’Orta.

The Piedmont is a synthesis of art, history and landscape, with a cultural heritage comprising  dwellings, historic gardens, castles, fortifications and more than 400 museums.

The fifteen Royal residences have been recognized by Unesco as “World Heritage”, and currently has been made a candidacy proposal to include the famous wine area of Langhe-Roero-Monferrato in the Unesco list.

The Piedmont has been the site of the first industrial Italian firms (FIAT, Olivetti) and has always expressed a capacity of innovation and transformation, especially in times of crisis, becoming a crucial centre for the development of new technologies not only in Italy, but also in Europe.


More info including whole tourist context analysis you can download here: TOURIST ANALYSIS