More than 17 million tourists are expected in Italy in August

Ferragosto will be the culminating moment of the Italian tourist summer. Between August 1st and 23rd, approximately 17.4 million tourists will move through our country, 8.4 million Italians and 9 million foreigners, for a total of more than 78 million overnight stays. This is what Cna Turismo e Commercio estimates, according to which the average stay will be around 4.5 nights, while direct tourist spending will exceed 9 billion euros.

Considering the effects produced on hospitality, catering, commerce, crafts, culture and services, the overall economic impact could exceed 15 billion euros. The first departures are expected between July 31st and August 1st, but the great exodus will come into full swing from Monday August 3rd and will continue until August 23rd, when the first significant returns will begin.

The favorite destinations for mid-August

Ferragosto thus confirms itself as the heart of the Italian summer, capable of concentrating the greatest annual movement of people, consumption and tourist experiences. Seaside resorts remain at the top of the preferences, followed by cities and art villages, mountains, lakes and spas. However, the demand for experiential holidays, active tourism and outdoor stays is growing, with particular attention to walking, cycle tourism, hiking, natural parks, concerts, festivals, fairs and shows hosted in archaeological sites.

The attraction of food and wine excellence, artistic craftsmanship and widespread cultural heritage is increasingly decisive in choosing a destination. Elements that transform the journey into an experience linked to the identity of the territories and strengthen the integration between tourism and Made in Italy.

The mosaic of Italian destinations

From Mont Blanc to the Dolomites, from Lake Garda to the Langhe, from the Riviera dei Fiori to the Val d’Orcia, from the Romagna Riviera to the art cities of Veneto, Italy will offer an extremely complex mosaic of destinations. Rome will continue to have a strong international appeal, together with the coasts and villages of Lazio, the Conero Riviera, the Costa dei Trabocchi, the Gran Sasso and the Molise coast.

In the South, the Amalfi Coast, Salento, Tropea and the Costa degli Dei, Matera and the Lucanian Dolomites are confirmed as the most popular destinations. In Sicily, Taormina, the Aeolian Islands, Etna, the Valley of the Temples, Syracuse and the baroque of the Val di Noto will offer a unique combination of sea, culture, archaeology, landscape and gastronomy.

In Sardinia, from the Costa Smeralda to the Maddalena Archipelago and the Gulf of Orosei, the sea, nature and identity traditions will continue to represent strong points of the tourist offer.

The coasts of Gallura, Ogliastra, Sulcis and the inland villages will offer experiences linked to Nuragic archaeology, artisanal productions and Mediterranean food and wine culture.

The attraction of Liguria for tourists

The appeal of Liguria and the Riviera dei Fiori is also particularly significant. In the Imperia area, the inland villages, the olive groves overlooking the sea, the oil roads and the production linked to the Taggiasca olive represent an effective model of integration between tourism, landscape and typical products.

“Ferragosto confirms itself as the heart of the Italian summer and a formidable multiplier of opportunities for territories and businesses – declares the president of Cna Turismo e Commercio, Marco Misischia – Italy’s strength lies in its ability to offer not only destinations, but authentic experiences, based on beauty, quality and local identities”.

“Tourism and Made in Italy form a strategic combination that makes the Italian offer unique and generates value for businesses, territories and communities – adds Cristiano Tomei, head of Cna Turismo e Commercio – it is necessary to strengthen the connections between hospitality, catering, commerce, craftsmanship and culture, so that the growth of flows translates into widespread and lasting benefits”.

Beyond mid-August for the Cna

August will also be the month of patronal celebrations, festivals dedicated to typical products, concerts in squares and historic arenas, taste itineraries and visits to small villages. Among the most evocative events is the Night of San Lorenzo, which will bring thousands of people to beaches, mountains, lakes and historic centers to observe the shooting stars.

The estimates for Ferragosto fit into the context of a 2026 summer which, according to forecasts by Cna Turismo e Commercio, could exceed 224 million visitors in the July-September quarter and generate direct spending close to 27 billion euros. Data that confirms tourism as one of the strategic sectors of the economy.