SANTANCHÈ: “3.5 BILLION ECONOMIC IMPACT BETWEEN DECEMBER AND JANUARY, BEGINS
THE WINTER OLYMPICS EFFECT”
Italy remains a favorite destination for foreign travelers to spend the Christmas holidays. From the
city of art in the mountains, there are those who even indulge in a few days on the coast, the Belpaese
attracts visitors from all over the world.
According to the latest ENIT estimates, 4 million foreign airport tourists have already been booked among
December and January, for a cost of 3.5 billion euros (these travellers will be added
then those arriving with other carriers). There are also numerous Italians who have already booked a flight to
internal travel, over 400 thousand.
In detail, in December there will be 2.4 million airport arrivals from abroad, thus recording a
Growth of 6.1% compared to Christmas 2024; growth trend that will continue in January
2026 when there are already 1.9 million arrivals booked at Italian airports (+4.4% compared to
January ’25). Results that position our country ahead of realities such as France and Türkiye,
second only to Spain.
The Statistics Office of the Ministry of Tourism takes a photograph of an Italy that, under the banner of a
national average OTA saturation of 35.7% between 1° December 2025 and l’11 January 2026, yes
demonstrates polycentric and diverse for the upcoming winter holidays: the mountain drives the
end-of-year demand, with a booking rate of 46.6%, thanks above all to the
performance of Trentino-Alto Adige (48.36%), Valle d’Aosta (45.7%) and Umbria (40.18%); the cities
art and the major cultural regions – above all Lazio (over 1.6 million OTA reservations),
Lombardy and Veneto (over 1 million) – remain essential for volumes; the South gains ground,
showing signs of consolidation, particularly with Calabria (+6.7% of the saturation rate
OTA over the same period in 2024), Molise (+5.7%) and Basilicata (+4.2%) which are driving growth and
the rebalancing of flows.
“Even for the winter holidays, Italy confirms its irresistible charm, with millions of visitors
who choose it as a framework to experience the magic of Christmas and New Year’s, impacting, between
December and January, for EUR 3.5 billion on our economy. The Bel Paese, from North to South,
consolidates its role as a privileged tourist destination, in the European market, by performing
better than competitors such as France and Türkiye. Important results, also made possible by the
catalyst for the 2026 Milan Cortina Olympics, which thus begins to generate the first fruits.
Moreover, it is no coincidence that, on the podium of great tries, Milan and Venice appear,
respectively, in first and third place for airport airports and Lombardy and Veneto at
first positions for OTA reservations.
The big events, once again, are configured as
important tourism and socioeconomic development drivers for host cities and regions and, for
extension, for the entire nation” declares the Minister of Tourism Daniela Santanchè.
“Italy confirms its leading role in tourism also in this final phase of the year. Between Christmas and
New Year’s Eve we see significant growth compared to last year in arrivals from abroad, at
demonstration of how competitive and attractive our destinations are. A steady trend
throughout the year, which consolidates the strength of our country in the sector. We stand in front of
historic competitors such as France and Türkiye also during these holidays, helping to generate
value in the territories, increasing the economic and employment growth of the entire induced
tourist” declares Ivana Jelinic, AD ENIT SpA
Among the main markets that choose to spend Christmas and New Year in Italy, Spain stands out
(611 thousand airport arrivals), United Kingdom (about 585 thousand), France (328 thousand) and Germany (308
thousand). Arrivals from Poland, Albania, Romania, the Netherlands and Belgium are also growing.
Among the big destinations chosen, Milan (1.6 million arrivals at the city’s airports) and Rome dominate
(1.2), followed by Venice (almost half a million arrivals), Naples and Bologna.