ROMA (ITALPRESS) – If Italian tourism had an international identity card, in August it would have very different faces depending on the destination. Americans in the cities of art, British between Sardinia and Sicily, Europeans increasingly protagonists along the Adriatic and a growing Poland: the aggregate data of Uber tells the geography of international visitors that this summer have used the app in some of the main Italian destinations. A photograph that, in addition to confirming the strength of some traditional markets, highlights new trajectories of international tourism and increasingly marked differences between cities of art and seaside destinations.
In Rome the United States is the main country of origin among international users analyzed: Americans represent almost an international Uber user on four. The United Kingdom is confirmed in second place and grows by 13% compared to August 2025. Brazil is also increasing, +14%, while the US presence remains substantially stable.
In Florence the weight of the United States is even more evident: in August, the number of American visitors who used Uber was almost equal to that of Italian users. Behind the US, the United Kingdom grows by 10%, while Spain and Brazil both score a +18%. Also in Milan the United States and the United Kingdom occupy the first two places among international visitors. The Americans remain substantially stable, while the British increase by 5%. But to grow more is Spain, with a +21%. The photograph of summer also tells another phenomenon: Uber is no longer just a service for those arriving from abroad. Compared to August 2025, Italian users increased by 26% in Milan and 22% in Rome, reporting a growing spread of the app among those who live and usually move to Italy.
From art cities to beach destinations, the ranking changes. In Olbia, the gateway to Sardinia, are the British to lead the group of international visitors, with an increase of 32% compared to last summer. Even stronger the growth of the Germans, +37%, while France is confirmed among the main markets.
In Palermo the United Kingdom is once again in the head and records a real leap: +39% compared to August 2025. They follow Germany and the United States. The surprise is Poland, with a number of visitors more than doubled in a year.
In Naples they return to dominate the United States, followed by the United Kingdom. The American presence remains stable, while the Spanish one grows, +23%. In Bari international tourism has a marked European accent: United Kingdom, France and Poland occupy the first three places, all with an increase of about 25% compared to summer 2025.
And Calabria, at its first summer with UberX, offers an even different photograph: Poland is the main country of origin among international visitors who used the app, in front of Germany, the United Kingdom and the United States.
“Agosto offers us an interesting photograph of how the profile of international visitors changes from one destination to another in Italy. For many people visiting our country, Uber is an app they already know and use at home. Having to find the same service once you arrive at your destination can make it a bit easier to move to a new place”, commented Davide Archetti, General Manager of Uber for South Europe.
– Uber press office photos –
(ITALPRESS).
