Italy presented its tourism offerings for the German market at the international travel trade show ITB Berlin . Germany remains the most important source market for travel to Italy. In the first nine months of 2025, according to figures from the tourism agency, 11.1 million German travelers chose to visit Italy. That represents an increase of 4.9 percent compared to the previous year. Tourist spending during this period totaled approximately 7.5 billion euros, a gain of 1.7 percent.
The centerpiece of the trade show appearance was the "ITALIA" pavilion, in which numerous Italian regions and tourism providers participated. In total, Italy presented itself with a stand of approximately 1,700 square meters and 225 co-exhibitors at the world's most important trade fair in the tourism industry.
Italy grows increasingly attractive
Tourism Minister Daniela Santanchè stated: "Italy is becoming increasingly attractive to European tourists, especially those from Germany, our primary market, which is recording a steady rise in visitor numbers . Visitors are seeking high-quality experiences defined by the originality of Made in Italy. We have demonstrated that we can meet these demands, and the record numbers achieved last year are the best proof of that. The German market is also of decisive importancefor the regions of Calabria, Sardinia, and Sicily. For this reason, we are implementing measures and promotional strategies to ensure that tourism does not come to a standstill and is not disadvantaged by misrepresentation. Tourism is not only an economic sector; it also creates socioeconomic prosperity and serves as a key driver for the regions. In a complex international context, it may seem difficult to speak about tourism , but it is important to continue doing so, as it is a powerful instrument for dialogue, exchange, knowledge, and peace."
Germany: the most important partner in the tourism sector
The Italian Ambassador to Germany, Fabrizio Bucci, also underscored the close ties between the two countries: "Germany reaffirms itself not only in trade but also in the tourism sector as our most important partner. The collaboration between our two countries is particularly well-structured, including within the shared European framework, as the results of the Italian-German government summit demonstrate." He further emphasized the importance of tourism for cultural exchange between the two nations.
Campaign for Sicily, Calabria, and Sardinia
At the trade fair, an initiative was also introduced to support the regions of Sicily, Calabria, and Sardinia. For these regions, which were affected by Hurricane Harry, a support plan was presented that ENIT and the Italian Ministry of Tourism intend to implement through a dedicated campaign.
Germany plays a particularly important role for these regions: it is the top international market for Sardinia with approximately 2.2 million overnight stays, as well as for Calabria with around half a million overnight stays , and the second most important market for Sicily with approximately 1.18 million overnight stays.
German tourists are interested in all of Italy
According to ENIT, German visitors are interested in all of Italy, from north to south. Offerings centered on the sea and beach are especially popular, attracting 16.8 percent of visitors, followed by cultural travel at 15.5 percent of total demand. Water sports on lakes at 10.3 percent and mountain activities at seven percent also rank among the most frequently chosen travel formats.
German travelers book their stays an average of about three months in advance and spend roughly one week in the country. Around 32 percent travel as a couple, and an equally large share travel alone. Most visitors begin their journey from the airports of Frankfurt at 27 percent, Munich at 22.4 percent, and Düsseldorf at 12.2 percent.
City breaks and wellness offerings in particularly high demand
Tour operators also report rising demand. For 2025, 75 percent of them are seeing an increase in sales for Italy trips averaging approximately 8.5 percent, with peak values of up to 15 percent. Particularly sought after are city breaks with three- to four-day stays in cultural destinations such as Venezia, Milano, Trieste, Parma, Genova, and Verona. Growth is also being recorded for cultural travel to regions such as Friuli-Venezia Giulia, Emilia-Romagna, Le Marche, and Veneto.
Friuli-Venezia Giulia is seeing particularly strong growth in adventure travel, with a revenue increase of 27 percent, while Lazio and Tuscany report gains of around 20 percent. Demand for wellness offerings also remains strong: the thermal spa towns of Abano and Montegrotto, in particular, are leading in popularity.
More International Tourists Are Coming to Italy
Also ENITCEO Ivana Jelinic emphasized the importance of the German market: "Italy is increasingly in demand among international tourists. Especially from Germany, we are seeing a steady rise in visitor numbers. Visitors are looking for high-quality experiencesthat reflect the originality of Made in Italy. We know how to meet these expectations, and the records we set last year are clear proof of that. The German market is also one of the most important for the regions of Calabria, Sardinia, and Sicily. We are channeling all our energy and resources into reviving tourism right away and preparing for the long weekends in spring and the summer season. Tourism creates socioeconomic well-being and is an indispensable driver for the regions."
Gastronomy, Opera, and Outdoor Experiences on the Rise
According to the tourism agency, thematic travel experiences will be the main focus in the coming months. These include culinary offerings, opera festivals, hiking trips, and e-bike tours spread across the entire Italian territory.