A new Phocuswright report has revealed that Italy’s travel market reached €30 billion in gross bookings in 2025, rising 4.5% year over year as inbound tourism hit an all‑time high.  New data from Phocuswright’s Italy Travel Market Brief 2026 shows a market defined by strong demand, rapid digital adoption and continued structural evolution across hotels, airlines and rail.

Locanda La Raia, the biodynamic winery and boutique hotel in Piedmont, Italy, has officially reopened, welcoming guests back for a new season in the rolling hills of Gavi, in Lower Piedmont. Set within the biodynamic 200-hectare estate of La Raia, where vineyards, woods, lakes, gardens and farmland form a singular ecosystem, the reopening marks a new chapter for the estate’s hospitality offering with the expansion of Borgo de La Raia: an ancient rural hamlet carefully restored in 2024 into a space for hospitality, and now further developed with the addition of two new apartments, Ape Regina and La Villa, introducing a more residential style of stay.

A new report by The Data Appeal Company, the leading tourism intelligence firm part of the Almawave Group, by analysing thousands of reviews, OTA rates, and digital traces, reveals how the Holy Year reshaped tourism, visitor experience, and the global perception of Rome. The Jubilee ultimately redirected visitor flows, spread spending across flexible accommodation types, and enhanced the perception of Christianity’s symbolic sites. Although traditionally popular attractions such as the Colosseum, Trevi Fountain, and Pantheon remained on the podium, Vatican landmarks saw unprecedented growth. St Peter’s Basilica experienced a remarkable +93% increase in digital traces, while maintaining an exceptionally high Sentiment Score of 94.5/100. Much of this growth was likely fuelled by Jubilee pilgrims coming specifically to cross the Holy Door, a key rite available only during the Holy Year. In parallel, the Vatican Museums recorded a more moderate yet significant rise with +10% in digital traces and a Sentiment Score of 89.7/100, up 2.4 points from 2024.

The World Travel & Tourism Council (WTTC), today revealed a major vote of confidence in Italy’s Travel & Tourism sector, as its Members committed more than $8BN of new investment during the closing ceremony of the Global Summit in Rome. This landmark pledge, unveiled on stage before global leaders and industry executives, represents one of the largest ever investment commitments made at a WTTC Summit.

Italy is set for a record-breaking summer, with 27 million international visitors expected between June and September.  In fact, Great Rail Journeys, the leading provider of escorted tours, has seen a 26% increase in year-on-year bookings to the country. Yet while Rome may steal the spotlight thanks to its Jubilee Year, the whole of ‘La Dolce Vita’ is brimming with world-renowned art, architecture, cuisine and natural wonders.

Hilton announces the opening of Hilton Turin Centre, Hilton’s latest addition under its flagship brand. Perfectly positioned in the historic heart of the Piedmontese capital, the property is well suited for both business and leisure travellers, boasting a brand-new spa and wellness area, an elegant lobby bar, an executive lounge and a refined restaurant serving a range of authentic Italian and regional cuisines.