The Italian tourism industry continued to grow in 2024, closing with another positive result, and reinforcing an uninterrupted development trend since the post-pandemic period. The recovery of international visitor flows, driven mainly by North American tourists and, to some extent, Asian visitors (although the Chinese market remains well below 2019 levels), alongside the strength of the MICE segment, played a key role in achieving this strong performance. The numbers speak for themselves: the sector has not only recovered but has consolidated pre-Covid levels, with a particularly obvious rebound in both first- and second-tier destinations, where internationalisation is more solid and pronounced.

In good health

According to the indicators from Italian Hotel Monitor, compiled by Trademark Italia, the fourth quarter of 2024 closed with growth compared to 2023, both in terms of room occupancy (+0.9 percentage points) and average room rate (+5.3%).

These figures, along with those from the previous three quarters, allowed 2024 to close with improved results compared to 2023: a 1.3 percentage point increase in room occupancy and a +7.8% rise in the average daily rate, further confirming the positive health of the national hospitality industry, particularly in Italy’s main art and business cities.

All segments performing well

Data from Italian Hotel Monitor confirms positive performance across all accommodation categories. The luxury sector (5-star hotels) recorded a 68.1% room occupancy rate (+2.4 points compared to 2023) and an ADR of €610.46 (+5.7% compared to 2023). The upscale sector (4-star hotels) saw an ADR of €154.72, up by 7.2%, while its occupancy rate stood at 74.5%, increasing by +1.2 points compared to 2023.

Positive signs were also recorded in the midscale sector (3-star hotels), which, compared to the previous year, recorded a 1.2 percentage point increase in room occupancy to 72.9%, and a +10% rise in the average room rate, reaching €71.50.

Venice stays on top

Looking at the final occupancy trends nationwide, out of the 39 cities monitored, only Sassari failed to surpass the symbolic 60% occupancy threshold (from an operational perspective). Seventeen cities recorded a room occupancy rate above 70%, with Rome, Bologna, Milan and Florence leading the ranking with over 75% occupancy: Rome and Bologna (77.1%), Milan (76.8%), Florence (76.3%)

Venice remains at the top of the rankings in terms of average selling price, with an average room rate of €247.40 (+5.7% compared to 2023), followed by Florence (€202.65, +8.5%), Milan (€200.58, +7.4%), Rome (€177.86, +6.8%) and Como (€161.79, +15.3%).

Paola Olivari