ROMA (ITALPRESS) – Italy continues to be a favorite destination for foreign tourists to spend their holidays, even in winter. A country able to meet the different expectations: art, mountain, Christmas markets are some of the most popular packages of European travelers, alongside food and wine, villages, luxury holiday and tourism of the roots that go for the major among overseas holidaymakers. This is what emerges from the ENIT Monitoring for these holidays that include Christmas, New Year and Epiphany, a vision on organized tourism from the main Italian incoming markets, a research that includes 13 foreign markets and numerous tour operators involved. For Christmas holidays 2025-26, sales to Italy increase in 46.8% of cases, up to 50% in EU countries. Long-haul journeys also grow towards our destinations, for 43.8% of operators, driven by the United States, Canada, Mexico and Asian markets. Attractiveness of the country confirmed also by the latest analyses elaborated by the Ministry of Tourism: in the period between 30 December 2025 and 7 January 2026, the average rate of saturation of Italian accommodation was 47.8%, recording an increase of 2.6 percentage points compared to the same interval of the previous year.
Italy, therefore, which holds the European primacy in this field, in front of the main European competitors countries that do not exceed, in the same period, the average value of 47%. The figure therefore shows a positive trend both in terms of absolute performance and in terms of international competitiveness, detaching destinations such as Greece, Spain and France. In particular, the Aosta Valley records a saturation rate of 66,72%, placing itself as the first reality by level of employment in the analyzed period. Follow the Autonomous Province of Trento, with an average value 66,04% and the Autonomous Province of Bolzano with 64,35%, confirming altogether the strong attractiveness of Alpine destinations for winter tourism and activities related to the ski season. Out of the Alpine context there are significant performances: Umbria has a 56.03% saturation level, while Abruzzo is 51.5%. Among the packages most requested by foreign tourists, as the ENIT Monitor highlights, there are those “artistic-cultural” with Rome, Florence and Venice cornerstones of Christmas trips (most sold in Europe, from 24% of the O.T., 9.3% on long-range markets); “mountain and ski” with Dolomiti, Valle d’Aosta and Trentino, which remain among the main choices, especially for Austria, Germany and Asian markets.
“Enogastronomy” much demanded overseas (11.6%) with an audience looking for authentic experiences related to regional cuisine, wine and territorial discovery; “religious tourism and pilgrimages” strong both in European markets (8%) and overseas (7%), driven by the Jubilee 2025, from Rome and Assisi; “minimum abortions and centers” (7.5%), very requested by Canada, USA and Australia in search of authenticity; “Sud Italia” which represents a strong product for both macroareas: reported by 12% of European Tour Operators and 11.6% of overseas Tour Operators. Destinations like Naples, Amalfi Coast, Sicily, Puglia and Matera attract tourists during the Christmas season, also thanks to traditions, mild climate and the cultural and culinary offer. “The first data of 2026 make us start the year with a smile and return to us the image of an Italy that continues to attract the attention of the world. The closure of the year, which confirms how Italy stands above the European average, fills us with pride and motivates us to do more and more. A heartfelt thanks go to entrepreneurs and industry workers, whose contribution is fundamental to making our nation increasingly attractive, welcoming and competitive. Happy 2026 to all!” declares the Minister of Tourism, Daniela Santanchè.
“The data is eloquent, the destination Italy likes and continues to grow. Visitors come from countries near us, but tourists from countries such as USA, Canada, Australia or the whole Asian market are growing by far. The reasons why Italy is chosen to spend the holidays by foreigners are many: art, culture, sea, mountain, mild climate, food and wine, luxury and much more, witnessing the unique offer our country is able to offer,” says Ivana Jelinic, AD ENIT S.p.A. ENIT Monitoring highlights how the main competitors of Italy in this year are mainly Spain, France and Germany: a competition mainly played on factors such as value for money, art and culture, followed by sea and destinations with mild climate. Both for EU and non-EU markets, our country is stable in top 3 of the destinations chosen, first for Australia, USA, Mexico and Canada.
– photo IPA Agency –
(ITALPRESS).
