Italy is heading into summer 2026 with stronger travel demand, as forecasts point to about 171.8 million hotel and tourism stays in July and August. The outlook shows a 4.6% rise overall, with foreign visitors playing an increasingly important role.
Data from Isnart and Unioncamere show that 1 in 4 businesses is already seeing more bookings. Early-year figures also suggest a solid start to the season, with 71.6 million stays recorded in the first months of 2026, up 16% year on year.
Travellers from the UK, the US and Switzerland are among the main overseas markets, helped by more flexible booking and cancellation rules. The figures point to a market that is already taking shape earlier than before, with 9.6 million summer bookings already made, up 18.4%.
The findings suggest Italian holidaymakers are sticking with destinations that feel accessible, safe and rich in experiences. City breaks, coastal resorts, mountain areas and smaller heritage towns are all drawing interest, reflecting a broad mix of travel habits rather than a single trend.
Urban destinations remain central to demand. Rome continues to lead the spiritual segment, while Venice remains one of the most sought-after cities thanks to its cultural appeal and international profile. Livigno is also popular for sports tourism, while Assisi, Pompei and San Giovanni Rotondo remain important religious destinations.
At the same time, demand is rising for slower trips to smaller places, especially for shorter but more immersive holidays. Lakeside and hill destinations such as Bolsena, Garda, Urbino, Orvieto, Alba, Montalcino, Spello and Castiglione del Lago are among those attracting more attention.
Nature and outdoor travel are also strengthening. Italian mountain resorts are becoming more central to summer planning, with Sestriere, Selva di Val Gardena, Roccaraso and Abetone Cutigliano among the best-known choices.
The tourism data also shows a split between domestic and international demand. About 31.8% of operators report more Italian travellers, while almost half say demand is stable. The foreign market is growing faster, with international bookings up 34.7%.
That rise underlines Italy’s continuing appeal across Europe and further afield, supported by a well-established accommodation network. The country is also benefiting from greater use of direct sales channels and more flexible booking terms, which are helping travellers plan earlier.
Short-term rentals are also part of the wider growth picture, with 8.7 million nights booked in that segment. Taken together, the numbers indicate a summer season that is already well advanced before peak travel begins.
Industry data suggests the market has become more organised and dynamic than in previous years. Travellers are booking earlier, operators are reporting steadier demand, and foreign arrivals are adding momentum to what looks set to be another strong season for Italian tourism.
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