Seaside and mountain tourism: the most popular destinations for tourists

Summer 2025 confirms Italy's central role in the Mediterranean tourism landscape . This is confirmed not only by industry perceptions, but also by official data from the Ministry of Tourism (MITUR), which, through the monthly infographic prepared by the Statistics Office with analyses by Data Appeal, shows how our country ranks at the top in terms of both saturation and price competitiveness.

Despite rising average rates compared to 2024, Italy still recorded high occupancy rates at accommodation facilities and a competitive positioning compared to its main Mediterranean rivals (France, Greece, and Spain).

Italy surpasses France, Greece and Spain

The data speaks for itself: in July 2025, the OTA saturation rate , i.e. the share of properties actually booked on online platforms compared to the overall offer, reached 43.2% in Italy, a higher level than France (27.8%), Greece (35.1%) and even Spain (39.2%), traditionally very strong on the beach tourism front.

In terms of prices, the Italian average stood at €156.20 per night, a figure that, while higher than in 2024, remains lower than the €229.40 in Greece and the €181.90 in Spain. Only France, with lower rates, showed a lower level, but not comparable in terms of saturation.

This combination of high demand and competitive prices places Italy at a strategic advantage. Tourists perceive it as a country offering quality, diverse experiences, and a favorable price/value ratio compared to other Mediterranean destinations.

Seasonal distribution

Overall, the trend was constant throughout the summer.

In detail:

• in June the saturation rate was 47.9%, a sign of a very brilliant start to the season;
• in July it dropped to 43.2%, still confirming Italy's role as leader in the tourism market;
• In August, saturation, revealed provisionally (to be reevaluated in September, taking into account the entire month), is at 32.2%, with room for growth linked to last-minute bookings, which are increasingly widespread thanks to OTAs.

A further element of interest concerns the average length of stays:

• Americans drive with 12.8 nights, a figure that testifies to the strong appeal of the Bel Paese for foreigners as a long-haul destination;
• the French follow with 5.5 nights and the British with 5.3 nights, confirming that European tourism continues to represent the core of demand.

Seaside tourism: the most saturated municipalities

The seaside sector, historically the heart of Italian summer tourism, continues to drive demand.

The Mitur data show that Ravenna , Cattolica , Tropea and Finale Ligure are among the municipalities with the highest saturation levels.

This isn't surprising, as these are already established destinations, combining widespread accommodation services, a wide range of seaside resorts, and the ability to attract both Italian and foreign tourists.

But perhaps the most interesting data comes from those who recorded the greatest percentage increases compared to 2024: Agropoli , Nardò and Sciacca.

These municipalities, although less well-known internationally than the icons of Italian tourism, are experiencing significant growth.

This is thanks to the valorization of less crowded coasts , the growing interest in authentic experiences and the ability of local operators to intercept new market segments.

Mountain tourism: destinations chosen by tourists

Alongside the sea, Italy's mountains have shown significant performance, demonstrating that summer tourism is no longer just about the beach.

The locations with the highest saturation rate are Pescasseroli , Ortisei , Tesero , Cortina d'Ampezzo and Selva di Val Gardena .

These are historic mountain tourism destinations, attracting not only trekking and nature enthusiasts, but also an international audience drawn by the uniqueness of the Dolomites or the allure of the Apennine mountains.

Here too, however, the interesting finding concerns the percentage increase in occupancy: Castel di Sangro and Pré-Saint-Didier are the municipalities that have seen the most significant growth. In particular, Pré-Saint-Didier benefits from the growing demand for wellness and spas, while Castel di Sangro has carved out an increasingly important position as a gateway to the Abruzzo National Park.