Between 1 and 23 August 2026, Italy will welcome 17.4 million tourists travelling the country, including 8.4 million Italians and 9 million international visitors. According to current forecasts from ANSA based on the CNA report overnight stays will total more than 78 million, with an average length of stay of 4.5 nights. Direct revenue is estimated at around 9 billion euros, with the overall impact on accommodation, dining, retail, crafts and culture exceeding 15 billion euros. The first wave of travel began on 31 July, with the great summer exodus from Italian cities getting properly under way on Monday, 3 August.
What Ferragosto means in Italy
The Ferragosto falls on 15 August and marks the peak of the Italian summer. Its roots stretch back to the Roman Feriae Augusti , the harvest holiday introduced by Emperor Augustus in 18 BC, later intertwined with the Christian feast of the Assumption of Mary. Today, an unspoken rule applies at Ferragosto: head to the sea or the mountains. Many businesses outside the tourism sector close for one to three weeks with a "Chiuso per ferie" sign on the door, and even in major cities the quiet is unusually pronounced.
The figures in detail
The forecasts come from CNA Turismo e Commercio, the tourism association of the Italian confederation of craft businesses and SMEs, and are widely cited by Italian daily newspapers as the reference point for the summer season. As Italpress reports from the CNA statement, Cristiano Tomei, the association's head of tourism, anticipates a further increase in travel compared with previous years. In the first half of 2026 alone, Italy's Interior Ministry recorded a 4.43 per cent rise in arrivals, with international visitors showing particularly strong growth of 6.45 per cent. In current surveys, 54 per cent of European travellers name Italy as their preferred holiday destination.
For the full season between July and September, CNA expects more than 224 million overnight stays and direct revenue of around 27 billion euros. The Ferragosto period thus accounts for roughly one third of the summer's total and confirms Italy's position as Europe's most sought-after summer destination with an OTA occupancy share of 51.2 per cent in the European comparison.
Destinations: coast leads the way, with a trend towards experiential holidays
Topping the list of Italian destinations , as in previous years, are coastal resorts, followed by art cities and historic towns, mountain regions, the great lakes and thermal spa destinations. Regionally, Tropea in Calabria, Rome and Lazio, as well as classic destinations from Mont Blanc to the Dolomites, from Lake Garda to the Amalfi Coast , and the islands of Sicily and Sardinia, are among the most frequently mentioned. Those spending the summer season in Rome can take advantage of the new evening openings at the Colosseum, the Pantheon and Castello Sforzesco , which from 1 August offer a welcome alternative to the heat of the day.
A noticeable trend is the growing demand for experiential holidays. Cammini, cicloturismo, hiking in national parks, music festivals, village sagre and cultural events at archaeological sites are increasingly in the spotlight, according to CNA. This is complemented by interest in regional enogastronomia and artisan traditions, reinforcing the link between travel and Made in Italy.
What travellers can expect in early August
Those travelling to Italy at present will find busy roads and motorways, particularly on the north-south routes A1, A14 and A22 via the Brenner. At the seaside, the Caro Ombrellone adds to the cost, with daily prices for a sun umbrella and lounger ranging from 25 to over 100 euros at the more fashionable addresses. The fourth heatwave of the summer is peaking this weekend (1 and 2 August), bringing temperatures of up to 41 degrees. At the same time, from 31 July the EFFIS warning of elevated wildfire risk is in force across the south and central Italy, with fresh outbreaks already reported today near Vieste and in Sardinia. For families and older travellers, careful planning this week is advisable, with clear breaks in the shade and sightseeing scheduled for the early morning and evening hours.
