![]() Italy Tourism 2025: End-of-Season Insights on Venice, Rome, and Emerging DestinationsTourism in Italy 2025: Why Venice Struggled, Rome Boomed, Secondary Destinations Are on the Rise and Americans stayed at home — Insights from KissFromItaly
"Now that September travel numbers are in, the trends are even clearer," said Barsotti. "Secondary destinations like Puglia, Le Marche, and Sardinia continue to rise, offering travelers authenticity, space, and value. Early 2026 bookings already reflect this shift." A major factor in the slowdown was the decline in U.S. visitors. Barsotti explained: "Fewer Americans traveled to Italy this year due to political uncertainty, a weaker U.S. dollar, and concerns about reception abroad. Many chose to stay closer to home or postpone trips, impacting hotels and tours, especially in destinations reliant on U.S. tourists." Venice also introduced a day-tripper tax in 2025, part of a long-term plan to manage overtourism and protect infrastructure. Despite these challenges, preliminary signs from late September and early October indicate a slight rebound in major cities. "While demand remains below expectations, travelers are returning, which is encouraging for operators and a positive signal heading into the final months of 2025," Barsotti said. For travelers, this means opportunity: End
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