Italy Tourism Pushes Higher-Value Travel at TTG

Industry leaders used the fair in Rimini to push that message. Maurizio Ermeti, chairman of IEG, said the event is evolving from a place where buyers came to “buy Italy” into one where operators come to buy “world on world,” reflecting a more international, competitive tourism market centered on packaged experiences rather than simple volume.

The policy backdrop is strong. Tourism Minister Gianmarco Mazzi said Italy is on track for 535.5 million stays in 2025, up 5% from an already record year, with the sector supporting 3.3 million jobs, accounting for 13% of GDP and generating 240 billion euros in turnover. For investors, that points to a demand backdrop that is still expanding even as Europe’s broader consumer environment remains uneven.

The fair also underscores where capital is likely to flow next. Alongside the core TTG event, InOut is showcasing beach equipment and hospitality services, with operators expecting growth as the Bolkestein directive reshapes the seaside concession business. That could benefit suppliers and resort operators able to adapt, while raising pressure on smaller incumbents facing consolidation and new competition.

Travel themes tied to the industry are also shifting toward adventure, walking and cycle tourism, reflecting demand for slower, more sustainable trips, but Italy and other destinations are under pressure to manage overtourism in sensitive areas such as the Dolomites. For the sector, the balance between growth and crowd control will shape pricing power, infrastructure spending and regulation into next year’s peak season.