Foreign travelers continue to drive the growth of tourism spending also for summer 2026: according to data from the regional tourism observatory of Mastercard, between May and August the figure grew by 9% compared to the same period (May-August) last year and reached 61% of the total. Behind this trend are the rising numbers from some countries: while Germans continue to represent the main flow, within the EU Spain (+32%) stands out and, globally, Turkey (+25%) and Australia (+25%).
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At the territorial level, Lombardy and Veneto are the regions most affected by international flows, while in the south Campania, Sicily and Sardinia are particularly confirmed.
For Luca Corti, Italy country manager of Mastercard, “Italy once again confirms its extraordinary ability to attract visitors from all over the world. As Mastercard, our commitment is to put innovation and technology at the service of this attractiveness.”
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The weight of villages
International tourists are attracted not only by major destinations but also by small towns: in the summer four-month period, tourism spending in villages accounts for 8% of the total national spending, with an international component close to the overall average. The widespread diffusion of tourism outside the traditional tourist route “can be a barrier against the depopulation of internal areas,” emphasizes Fiorello Primi, president of Borghi d’Italia, the association founded in 2002 with the aim of enhancing small centers under 15,000 inhabitants, which today counts 382 members.
“Overall, we represent 1.5 million inhabitants with beds growing by 17% in 2025, equal to 300,000. In 2025 arrivals were 7 million (+6%) and overnight stays 22 million (+3%) but foreigners grew by 7%.” The tourist influx in small centers allows the restart of activities that slow down the demographic crisis of internal areas.
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