Italy remains the most-booked travel destination in Europe in summer 2026 as well. According to figures from the Italian Ministry of Tourism, the occupancy rates recorded by online travel agencies in Italy stand at 51.2 per cent, well ahead of Spain at 42.8 per cent and France at 32.9 per cent. At the same time, the average price per night, at 153 euros, remains below the level of its closest competitors. For travellers, this is good news with a caveat: Italy stays affordable, but is becoming increasingly crowded.
The Ministry's Figures
The statistics are drawn from the current report on the 2026 summer season published by the Italian Ministry of Tourism in early July. The online travel agency occupancy rate, known as OTA saturation, measures what proportion of available beds is sold through the major booking platforms, and is considered a reliable early indicator of the travel season. For June and July 2026, this figure grew by 13.4 per cent and 10 per cent respectively compared with the previous year, representing one of the strongest increases seen in recent years. The rise is further underscored by a parallel reported increase of 26 per cent in international flight searches.
Particularly noteworthy is the price comparison with competitors. According to the Ministry, the average room rate in Italy stands at 153 euros per night, compared with 170 euros in Spain and 195 euros in Greece. Italy thus retains its reputation as a comparatively affordable Mediterranean destination, even as booking demand grows faster than among its neighbours. In the Ministry's official statement, Tourism Minister Gianmarco Mazzi describes the result as the fruit of coordinated work between government, businesses and the industry.
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The Strongest Growth Regions
In terms of occupancy rates, the regions of north-eastern Italy lead the way. According to the Ministry, the highest figures are recorded by Veneto at 57.5 per cent, Emilia-Romagna at 56.7 per cent, the autonomous province of Trento at 55.7 per cent, and the autonomous province of Bolzano at 54.9 per cent. These are followed by Friuli-Venezia Giulia at 53.7 per cent, Sicily at 53.3 per cent, and Tuscany at 52.5 per cent, all above the national average. Those planning to travel to these areas would do well to book early, particularly in coastal towns and mountain regions.
A different picture emerges when looking at growth in overnight visitors during the first half of 2026. According to data from the Interior Ministry's Alloggiati Web platform, arrivals across Italy grew by 4.43 per cent compared with the previous year. The absolute growth leader is Calabria with an increase of 10.54 per cent, followed by Umbria at 9.70 per cent, Piedmont at 9.22 per cent, Sardinia at 8.24 per cent, Apulia at 7.43 per cent, and Liguria. Regions that were previously regarded as hidden gems or second-choice destinations are thus moving to the fore.
Not Just the Sea: Lakes and Thermal Spas Too
Also of interest is the breakdown by type of destination. According to the Ministry, the highest occupancy rates are achieved by lake regions at 54 per cent, followed by thermal and spa resorts at 51 per cent each. The classic seaside holiday on the Mediterranean is therefore no longer the sole driving force of the Italian tourism season. Looking at northern Italy, the growth effects are clearly visible on the shores of Lake Garda,Lake Maggiore and Lake Como,as well as at the spa resorts of Emilia-Romagna, Tuscany and Campania.
The trend towards lake and thermal spa holidays fits into a broader picture: travellers are increasingly seeking alternatives to the crowds of the classic coastal resorts.This pattern is also reflected in the growth regions of Calabria and Umbria, which attract visitors with unspoilt landscapes, smaller towns and competitive prices, without the infrastructure of larger holiday destinations.
Why Italy in Particular
Several factors contribute to the strong result. Price levels remain more moderate than in Spain and France despite inflation, the diversity of the regions allows for very different types of travel, and the combination of culture, cuisine and coastline has proved remarkably resilient. According to ANSA reports on the summer season, improved connectivity is also playing a role, with growth in flight connections from northern and central Europe and a stronger presence of southern Italy in tour operators' offerings.
Weather patterns are also shaping travel behaviour: as persistent heatwaves make stays in the deep south more challenging, some demand is shifting towards the mountains of northern Italy, the lakes, and the supposedly cooler landscapes of Trentino and South Tyrol. Industry Analysis such as those from Qualitytravel see in this a structural trend that could continue in the coming years, should climatic conditions shift further.
What this means for travellers
For travellers from Germany and Austria, the boom has two sides. On the one hand, there is the reassurance that Italy remains one of the more attractive Mediterranean options in terms of price, with a broad range of offerings across every category and an increased choice of flights and rail connections. On the other hand, it is advisable to book classic destinations such as Tuscany, Liguria and the Amalfi Coast well in advance, as capacity in peak weeks fills up quickly. Those with flexibility will often find more tranquillity and better prices along the Calabrian Costa degli Dei, in Umbria, Piedmont, or in the lesser-known corners of Emilia-Romagna.
For the second half of summer, figures are set to rise further still, according to the ministry, with August traditionally the strongest month. Whether Italy can maintain its lead over Spain and France into autumn will depend in part on the weather and the continued development of international flight connections . For the summer months of 2026, however, its position as number one in Europe appears firmly secured.
