Landscape near Monteriggioni
Tuscany recorded impressive rates of tourism in 2024, with an influx of visitors flocking to visit the region and the majority heading to the Florence area. Whilst the general statistics prove to be positive, they reveal that there has been a significant reduction in domestic tourism, with fewer Italians choosing to holiday here.
The level of non-European tourism in Tuscany increased by 17.5% between 2023 and 2024, with a significant amount of these visitors coming from Asia and America. The increase in tourism from these places can be partly attributed to the greater ability for travel with little restrictions following the pandemic. According to the UNWTO (United Nations World Tourism Organisation), Italy was the fourth highest tourism earner for 2024, having a total increase of 25% in international tourism expenditure from 2019.
Despite this, the rates of tourism to Tuscany by Italians fell by 3.4% in the 23-24 period suggesting that whilst the rest of the world continues to be enticed to the historic region, Italians are not struck by the same desire. This faltering figure for domestic tourism is believed to be primarily due to the struggling economic situation in Italy, with the high cost of living combined with low wages even pushing some people to emigrate out of the country.
Italian tourists may not be visiting Tuscany’s key tourist spots as frequently as their international counterparts, however there are some particular areas in the region that the Italians seem to be specifically drawn to. The breakdown of data regarding open-air accommodation stays in Tuscany, including campsites and caravans, reveals that 55.5% are Italian nationals. These types of holidays are typically cheaper which may partly explain their appeal, but they also avoid the sizeable crowds that can be found in the cities, allowing people to spend time in more rural areas surrounded by nature.
Italy relies significantly on tourism, and so hopefully new initiatives and an improving economy will encourage more Italians to view Tuscany as a destination worth visiting for all the many things it has to offer.
(Scarlet Claydon-Jones)
