Zurich strategic crossroads for high-end tourism
Rome/Zurich, January 29, 2026 – Italy returns to the Swiss tourism market with the
ENIT’s participation in FESPO & Golfmesse, Switzerland’s main tourist event,
now in its 34th edition. A reference appointment for operators, buyers and travellers
evolved, which in 2026 welcomes around 500 exhibitors, 60% of which are international.
Inside the Italy stand, ENIT promotes Made in Italy excellence together with the Regions
Sardinia and Basilicata, with a focused focus on two strategic segments for tourism growth
national: luxury and golf.
Luxury Tourism: Numbers from a European Leader
The data confirm a solid growth trajectory. Over the last 25 years, spending by foreign tourists
in Italy it rose by ’81.2%, from EUR 29.9 billion in 2000 to EUR 54.2 billion
in 2024. A trend that positions Italy among the most attractive destinations in the world for tourism
high spending capacity.
Driving the sector is an increasingly qualified accommodation system: almost 800 5-star and 5-star properties
luxury stars, with over 103,600 beds, welcomed 4.7 million luxury tourists, generating 14.1
million overnight stays. An offer that meets the needs of an international traveler
demanding, seeking authenticity, tailor-made services and exclusive experiences.
Strengthening the positioning also comes the recognition of the Virtuoso Luxe Report 2025, which
crowns Italy Top Global Destination for luxury tourism, ahead of historic competitors such as
France and Spain, with Rome among the most beloved cities.
Shopping tourism: Made in Italy as a global magnet
Among the most dynamic indicators of the luxury segment, shopping tourism stands out. In the first ten months
In 2025, purchase-motivated stays from abroad grew by +46.8% compared to 2024.
Over 5 million visitors generated tourism spending of 784 million euros,
confirming the role of Italian brands as a powerful international attractor.
Golf: Italy in the European top 3
Alongside luxury, golf represents another pillar of the Italian offering. Our country is located
in the top 3 European destinations for golf tourism, after Spain and Portugal. Lazio and
Lombardy leads the offering, attracting an international audience –between 35 and 65 years old –
coming mainly from North America, the United Kingdom, Germany, Scandinavia and East Asia.
The golfer who chooses Italy prefers medium-high facilities and combines sporting activity with
well-being, food and wine and cultural experiences. The average expenditure for this type of travel
ranges between $2,000 and $5,000, making golf a high value-added segment.
ENIT’s words
«The numbers are the best testimony to the health of Italian tourism – declares Ivana
Jelinic, CEO of ENIT SpA –. Luxury tourism and shopping tourism are
experiences increasingly in demand by international travelers willing to invest in Made in Italy.
A driving force for the national economy, capable of generating employment and widespread well-being».
During the event, ENIT hosts the ITALIA stand with the “Espresso-Talks”, a meeting format
and story dedicated to Italian destinations, emerging trends and new opportunities of the
high-end tourism.
ENIT’s presence at FESPO & Golfmesse confirms a clear strategy: manning the markets
mature with high value-added products. Luxury, shopping and golf are not niches, but levers
structural for the competitiveness of Italian tourism. In Switzerland, one of the most sophisticated basins
of Europe, Italy plays a leading match, strong in solid numbers and an offer capable of
combine quality, identity and profitability.