Published on
January 11, 2026
Italy joins US, Canada, France, Mexico, Spain, and Greece as a leading winter destination for 2025–2026, driven by record-breaking tourism growth. This surge is fueled by the country’s diverse winter offerings, from world-class ski resorts and historic cities to festive Christmas markets. With a substantial increase in bookings, especially from long-haul markets like the US, Canada, and parts of Asia, Italy is surpassing its European competitors in winter tourism, further cementing its position as a top global winter destination.
The latest tourism report covering Italy’s peak holiday period—including Christmas, New Year’s Eve, and Epiphany—illustrates the country’s continued dominance in the global tourism market. This comprehensive survey, which draws from data across key inbound markets, underscores the growing interest in Italy from international travelers. Whether looking for cultural enrichment in cities like Florence and Venice, or winter thrills in the Alps, Italy consistently meets diverse travel expectations.
For the 2025–2026 holiday season, the tourism outlook is strong, with a noticeable uptick in bookings. The report reveals that 46.8% of operators reported an increase in sales to Italy, with growth especially marked in European Union markets, which saw a 50% rise. Meanwhile, long-haul travel to Italy has also picked up, with 43.8% of operators confirming a surge in travelers from regions such as the United States, Canada, Mexico, and parts of Asia. This growing global interest highlights Italy’s ability to cater to a wide array of international visitors.
Italy’s Ministry of Tourism has also provided additional insight into the country’s performance during the holiday season. Between December 30, 2025, and January 7, 2026, the average occupancy rate for accommodation facilities in Italy reached 47.8%, which marks a 2.6 percentage point increase compared to the same period the previous year. This growth further solidifies Italy’s position at the forefront of European tourism, with its main competitors—Greece, Spain, and France—falling behind, as their average occupancy rates did not exceed 47%. Italy’s overall strong performance underscores its ability to capture and retain both regional and international interest during the winter months.
The country’s regional offerings also continue to be a driving force behind its winter tourism success. The Aosta Valley, known for its stunning Alpine landscapes and ski resorts, topped the list of regions with the highest accommodation occupancy rates during the holiday period. The region saw an impressive 66.72% occupancy rate, the highest in the country, reinforcing the popularity of Italy’s mountain destinations. It was closely followed by the Autonomous Province of Trento, at 66.04%, and the Autonomous Province of Bolzano, with 64.35%, further emphasizing the appeal of Italy’s winter resorts for ski lovers and winter sports enthusiasts.
Italy’s success in the winter tourism market is indicative of its broadening appeal across various tourism segments. In addition to its famed art cities and festive markets, the country has increasingly become a destination for adventure seekers, food and wine aficionados, and luxury travelers. The country’s well-known ski destinations remain a huge draw, with travelers flocking to regions like the Dolomites and Aosta Valley for world-class skiing experiences. Yet, Italy’s appeal extends beyond just winter sports, as visitors are also captivated by its rich cultural heritage, fine dining, and historic villages, which make it a year-round destination.
This steady increase in international arrivals, coupled with higher occupancy rates and growing competitiveness, places Italy in an excellent position to maintain its status as one of Europe’s leading tourism destinations. The country’s balanced tourism strategy, offering both luxury experiences and cultural immersion, has proven to be an effective formula for attracting diverse visitor demographics. Whether it’s enjoying the vibrant atmosphere of the Christmas markets or skiing in the Alps, Italy offers an unparalleled array of experiences that continue to draw travelers from all corners of the world.
Italy joins US, Canada, France, Mexico, Spain, and Greece as a leading winter destination in 2025–2026, driven by record-breaking tourism growth fueled by its diverse winter offerings and strong international demand.
In conclusion, Italy’s ongoing appeal as a top winter destination speaks to its unmatched versatility and charm. Its ability to cater to a wide range of tourism interests—from winter sports to culinary delights—ensures its place at the forefront of global tourism. As the country continues to outperform its competitors in terms of occupancy rates and international arrivals, Italy’s place as a prime destination for both European and long-haul travelers remains secure. With its rich cultural landscape and breathtaking natural beauty, Italy stands poised to continue attracting tourists from around the globe for many years to come.
