From presence to experience: the geographies of value according to Nexi. Scale and orientation of international tourism spending in Italy

Tourism is not measured solely through visitor numbers, but by weighing the value it generates for host territories, as shown by the data from the second edition of the Nexi 'Tourism and Incoming Watch' Report, previewed at the upcoming edition of TTG. A cross-referenced analysis examining how much and how different markets spend, their contribution to the Italian economy, and how this spending shapes different geographies across territories, established itineraries and seasonal patterns.

In 2025, international tourism spending in Italy generated 21.7 billion euros, confirming its post-pandemic consolidation. More than half of this value is concentrated in 5 key markets – the United States, Germany, France, the United Kingdom and Switzerland – while new areas of growth are emerging, such as Eastern Europe and the Middle East. The top 20 destinations account for over 60% of total spending, with major art cities leading the way – Rome, Milan, Florence and Venice – yet it is in lesser-known destinations that the most dynamic growth is recorded, a sign of a progressive redistribution of tourist flows.

The Report reveals a frequently dual landscape: the stability of established markets is accompanied by the momentum of emerging ones; well-known destinations coexist with those offering higher added value; spending still tied to essential consumption is complemented by increasingly diversified experiences, with some openings towards the luxury segment. Spending thus becomes a key lens through which to examine the quality of tourism: which markets generate the most value, which experiences shape consumer behaviour and which destinations transform tourist presence into lasting economic impact.

Drawing on Nexi data, the panel explores the new trajectories of incoming tourism, interweaving them with the EXIST theme: a destination does not merely serve as a stop along the way, but asserts itself when it succeeds in being truly 'experienced', transforming the visitor's passage into an experience that leaves a lasting impression. The discussion, with the participation of distinguished institutional representatives, thus opens up to policy levers: where to invest, which sectors to support, and how to guide tourism throughout the year and across Italy's various destinations.