Italy is the top dream destination for Europeans planning their summer holidays in 2026, according to a study by Confturismo-Confcommercio with Swg and Polling Europe. The research found that 54% of respondents chose Italy, ahead of Spain on 51%, Greece on 46% and France on 41%.
The results suggest that Italy keeps a broad appeal across the continent, with especially strong interest from Spaniards and Poles, where support reached 61% and 60% respectively. It also ranked highly among travellers from southern and central-eastern Europe, both at 60%.
Italy also came out as the most interesting country to visit overall, and ranked second for accommodation quality and for being a fun destination.
The survey points to culture as the main draw. Historic cities led the list of reasons to visit, cited by 46% of potential European travellers. Museums and archaeological sites followed on 31%, while food and wine experiences in local settings came next on 28%.
Small towns and road trips were another major attraction, mentioned by 27% of respondents, on the same level as beach and island destinations described as unspoilt. Traditions, festivals and folklore accounted for 24%, while nature excursions, slow travel and cycle tourism reached 22%.
By contrast, Italy scored less strongly for shopping, nightlife, sports and pure entertainment. Shopping was chosen by 12% of respondents, nightlife by 9%, entertainment by 12% and sports activities by 6%.
The wider ranking underlines how Europe continues to see Italy as a destination built on variety rather than one single selling point. Its mix of historic cities, heritage sites, local food, rural landscapes and coastal trips appears to be enough to keep it ahead of some of the continent’s best-known holiday markets.
Spain remained close behind in second place, showing that competition for European summer travellers remains tight. Greece held third place, while France, despite its enduring appeal, came fourth. Croatia completed the top five with 34%, reflecting its growing profile as a seaside destination.
The United Kingdom ranked sixth on 30%, suggesting that traditional city and countryside stays still attract some demand, even if they do not match the pull of the Mediterranean options above them.
For Italy, the findings are likely to reinforce its standing as one of Europe’s most desirable holiday choices. The study indicates that its strongest assets are not limited to beaches, but extend to culture, food, heritage and slower travel experiences that continue to resonate with international visitors.
The research offers a snapshot of travel tastes for summer 2026, and shows that Europeans are still drawn to destinations that combine familiar appeal with a wide range of holiday options.
