Italy tops European tourism rankings for summer 2026 with 51.2% OTA saturation, beating Spain and France

Italy dominates European tourism

Italy has cemented its position as Europe's top tourist destination for summer 2026, with an OTA (online travel agency) saturation rate of 51.2%, according to the Ministry of Tourism's statistics office. That figure places the country well ahead of Spain (42.8%) and France (32.9%). The average tariff in Italy is €153, lower than Spain's €170 and Greece's €195, adding a price-competitiveness edge to its appeal.

Regional hotspots

Veneto leads the regional saturation rankings at 57.5%, followed by Emilia-Romagna (56.7%), the autonomous province of Trento (55.7%) and Bolzano (54.9%). Friuli-Venezia Giulia (53.7%), Sicily (53.3%) and Tuscany (52.5%) all sit above the national average. Lake areas show the highest saturation by destination type at 54%, ahead of thermal and seaside locations, both at 51%.

International demand surges

Flight searches for Italy are up 26% year-on-year, with standout growth from Poland (+76%), Germany (+66%) and Spain (+48%). Airline seat capacity on direct scheduled flights has risen 14%, outpacing Spain (+8%), Greece (+7%) and France (+2%). Searches for the Ferragosto holiday period (14–16 August) are up 17% compared to 2025.

First-half arrivals climb

Data from the Interior Ministry's 'Alloggiati Web' platform shows total arrivals in the first six months of 2026 rose 4.43% versus the same period in 2025. Foreign arrivals jumped 6.45%, while domestic arrivals increased 1.97%. The extra-hotel segment (B&Bs, holiday rentals) grew 7.46%, outpacing hotels at 2.27%. Calabria (+10.54%), Umbria (+9.70%) and Piedmont (+9.22%) recorded the strongest regional growth.

Political reaction

Prime Minister Giorgia Meloni praised the result on social media, calling it a reward for the nation's beauty and the sector's hard work. Tourism Minister Gianmarco Mazzi described the summer as a success and credited teamwork between government, businesses and operators.

Italy confirms itself at the top of European tourism for summer 2026. A result that rewards the beauty of our nation, the quality of our offer and the great work of the entire tourism sector.

Summer 2026 is confirmed as a success for tourism in Italy. The increase in flight searches and air capacity demonstrates strong international interest in our country. Italy maintains its primacy as a privileged destination for visitors from all over the world.