Italy tourism has hit an all-time high, with Kiwis among those descending on the country in droves.
A Phocuswright report shows Italy’s travel market reached EUR30 billion in gross bookings in 2025, up 4.5% year on year, while closer to home the Italian National Tourist Board (INTB) reports an increase in Kiwi arrivals of 4.8% in the first four months of the year compared to the same period last year.
With the rising numbers comes a shift in strategy—INTB still wants Kiwis, but is looking more favourably on those with a bit more cash to splash, as well as those who want to get out of the cities.
INTB country manager ANZ Emanuele Attanasio, who agents may recognise from last year’s Emirates Roadshow, says the board’s tourism promotion strategy for 2026 is centred on quality tourism, diversification of destinations, sustainability, and year-round travel, rather than simply increasing visitor numbers.
He says Italy is targeting high-spending international travellers through a focus on luxury travel, boutique hotels and wellness tourism as well as bespoke cultural experiences and MICE. “This is particularly evident through our participation in international luxury and business travel trade shows such as ILTM Singapore,” he says, adding that he has appointments with New Zealand agents as part of this event.
. . . Getting Outside
On diversification and sustainability, this is being highlighted in a number of ways, for example through the promotion of walking routes and pilgrimage trails as well as national parks and nature experiences.
“Projects linked to the Caput Mundi [head of the world] initiative are promoting cultural and religious routes such as the Via Francigena, encouraging visitors to explore lesser-known regions and travel outside peak periods.”
Attanasio says Italian gastronomy remains one of the country’s strongest tourism drivers, with it being used as a tool to distribute visitors across the country and extend average length of stay thanks to a focus on regional food experiences. One of the most important objectives, says Attanasio, is to encourage travel beyond the traditional summer season, with INTB promoting winter tourism as well as spring and autumn itineraries. “The aim is to spread tourism benefits more evenly across destinations and seasons.”
Atanasio says agents can find trip planning tools and resources HERE.
