ROMA (ITALPRESS) – The estimates for the 76th edition of the Sanremo Festival predict that the overall economic value generated on the territory will exceed the threshold of 200 million euros, marking an increase of 9,2% compared to the 184 million recorded in 2025.
The growth is driven by a direct expenditure of 44 million euros, of which 25 million for the tourist industry and 19 million for local activities and organizational staff. The positive trend of the indicators outlines a structural growth of the event, which is reflected in a significant increase in tourist demand.
For the event 7,250 arrivals are expected, with an increase of 7.3% compared to the previous season, while the overnight stays will rise to almost 40 thousand presences with an increase of 14.3%. At the same time, the average stay of visitors will be extended from 5.1 days of the previous edition to 5.5 days. In addition to the immediate economic induced, the canora event generates an extraordinary value in terms of brand inheritance.
The most important component of the overall impact is in fact represented by the 150 million euros deriving from the communicative force of the event: in particular, more than 101 million are generated by the world media coverage and approximately 48 million from the valorization of the territorial brand, that is the prestige that the city and its enterprises acquire thanks to the international exhibition.
“The positive data for the Sanremo Festival confirm that the great events are the most powerful engine to generate wealth and structural growth in our territories. But the real strength of the event lies in its legacy: the fact that the most important voice of the overall impact is constituted by the 150 million value generated by the media coverage and the enhancement of the brand confirms how the Festival is a constant showcase that promotes Italy in the world well beyond the duration of the event. The musical culture of the kermesse is a highly effective instrument of international promotion, able to project our excellence and uniqueness of our territories in the world.” Thus the Minister of Tourism, Daniela Santanchè, commented on the report on the economic and tourist impact of the Festival of Sanremo, elaborated by the State office of the Ministry on the basis of data Accomodations Web of Viminale, JFC and Lybratech.
The analysis of the demand for the 2026 edition outlines a profile of the very sharp visitor, with the Festival chosen mainly by couples representing 58% of the total, followed by single travelers and family groups that are both at 19%. It is a conscious public who plans the journey with an average advance of 56 days. In terms of accommodation, almost two-thirds of visitors confirm their preference for hotels.
The positive effect also actively involves the nearby centers such as Diano Marina, San Bartolomeo al Mare and Imperia, which record an increase in demand thanks to their proximity to the historic venue of the event. On the face of overnight stays, almost two-thirds of visitors confirm their preference for hotels. The vitality of the event also extends to nearby centers such as Diano Marina, San Bartolomeo al Mare and Imperia, which record an increase in demand thanks to their proximity to the historical headquarters of the kermesse.
-Photo IPA Agency-
(ITALPRESS).
