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In terms of international tourist arrivals, Italy is the fifth-largest destination in the world. The appeal of the country lies with a handful of iconic destinations, including Rome, Florence, Venice, Pisa and the Tuscan countryside, which act as the main draw for the majority of tourists each year. Domestic tourism is also significant, although these tourists are attracted to different parts of the country, in particular the south – essentially any part of the country south of Naples, and Sicily.

Despite the importance of tourism in Italy, data measuring the sector are relatively sparse, with seemingly more focus on domestic and outbound tourism than inbound tourism. Also, the reporting procedures for measuring tourism in the country appear to be slow, and consequently there is a large time lag between the period that the data relates to, and the date of its publication. Nevertheless, it is undisputed that only France, the US, China and Spain receive more tourists than Italy, and it sits well ahead of the UK in sixth place.

Country Reports are tourism profiles of destination countries.

This report is produced by one of a global network of industry analysts, who provide market-based information as well as detailed, insightful and localised interpretation of the facts and figures.

Each profile contains information on:

  • Tourist arrivals - overnights and expenditure
  • Purpose of visit - business, leisure or VFR
  • Accommodation supply - operating performance
  • Tourism policy - management
  • Transport - access and infrastructure
  • Tourism funding - promotion and future development

What's included

What's included

Table of contents

Table of contents

  1. Italy: Key Facts

    • Introduction

      • Data Sources

          • History
            • Geography
            • Attractions

              • Tourism and the Economy

                  • Figure 1: Tourist expenditure, by purpose of visit, 2005-10
              • Arrivals

                • International
                  • Figure 2: Tourist, day visitor and visitor arrivals, 2005-10
                  • Figure 3: Tourist arrivals, by region of origin, 2005-10
                  • Figure 4: Top 20 tourist-generating countries, by nationality, 2005 and 2009*
                • Domestic
                  • Figure 5: Domestic tourist trips, 2007-10
              • Market Characteristics

                  • International
                    • Purpose of visit
                      • Figure 6: International visitor arrivals, by purpose of visit, 2005-10
                    • Seasonality
                      • Length of stay
                        • Domestic
                          • Purpose of visit
                            • Figure 7: Domestic tourist trips, by purpose of visit, 2007-10
                            • Figure 8: Domestic tourist trips, by purpose of visit and region of destination, 2007-10
                          • Seasonality
                            • Figure 9: Distribution of domestic holidays, by length and season, 2009*
                          • Length of stay
                            • Figure 10: Overnight stays in all domestic trips, 2009*
                        • Transport

                            • Figure 11: Mode of transport used, by international inbound visitors, 2005-10
                            • Figure 12: Mode of transport used on domestic trips, 2009*
                          • Air
                            • Road
                              • Rail
                                • Sea
                                • Accommodation

                                    • Figure 13: Accommodation data, 2005-09*
                                • Tourism News

                                  • BIT-Tourism Fair 2012
                                    • Expo Milano 2015
                                      • Growing popularity of wine as a niche
                                        • Sustainable tourism developments in Puglia
                                          • Natural disasters
                                          • What Next?

                                            • Stronger growth in 2011 and 2012
                                              • Golf tourism
                                                • Wine tourism
                                                  • Slow tourism
                                                    • Changing the perceptions of Milan

                                                    About the report

                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                    • The Consumer

                                                      What They Want. Why They Want It.

                                                    • The Competitors

                                                      Who’s Winning. How To Stay Ahead.

                                                    • The Market

                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                    • The Innovations

                                                      New Ideas. New Products. New Potential.

                                                    • The Opportunities

                                                      Where The White Space Is. How To Make It Yours.

                                                    • The Trends

                                                      What’s Shaping Demand – Today And Tomorrow.

                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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