Surge in Chinese Tourism to Italy Amid Continued Growth Projections
Forecasts indicate a 27% increase in Chinese tourist arrivals to Italy in the latter half of 2025, reflecting Italy's status as a prime destination.
ROME, May 30 -- The influx of Chinese tourists to Italy is experiencing a notable upswing, with projections indicating a 27% increase in airport arrivals during the second half of 2025 compared to the same period in 2024. This forecast was released by the Italian National Tourism Board, highlighting the significant appeal of Italy’s rich cultural, culinary, sports, and shopping opportunities.
Ivana Jelinic, the CEO of the board, stated that over 96% of travelers from China are visiting for tourism purposes.
As of 2024, approximately 176,000 Chinese tourists visited Italy, marking a 24.7% increase from the previous year.
These travelers contributed to 2.4 million overnight stays, which reflects a 14.1% increase, alongside total spending that reached 226.6 million euros, a 10.2% rise from 2023. The predominant reason for visiting among these tourists was leisure, with 53% traveling for this purpose, while 16.2% visited relatives, and 12% for study.
Cultural tourism remains the leading choice, with about 70% of Chinese tourists opting to explore art cities, which accounted for 81% of total spending and 78.4% of overnight stays.
Additionally, 21% of the arrivals were attributed to business-related travel.
During the first four months of 2025, a total of 67,680 Chinese tourists arrived in Italy by air, representing a 2.2% year-on-year increase, primarily departing from major cities like Shanghai and Beijing.
Most of these trips typically last between four to seven nights or extend to two weeks.
Tour packages that integrate art, leisure, and family experiences are witnessing a growing popularity, with sales of five- to 15-day trips showing a substantial increase of 30%.
The demand for sports and wellness-themed products has also expanded, rising by 20%.
The leading destinations among Chinese travelers include major cities and sites such as Milan, Turin, Cinque Terre, Cortina, Venice, Bologna, Florence, Rome, Naples, Pompeii, Puglia, Sicily, and the Dolomites.
Ivana Jelinic, the CEO of the board, stated that over 96% of travelers from China are visiting for tourism purposes.
As of 2024, approximately 176,000 Chinese tourists visited Italy, marking a 24.7% increase from the previous year.
These travelers contributed to 2.4 million overnight stays, which reflects a 14.1% increase, alongside total spending that reached 226.6 million euros, a 10.2% rise from 2023. The predominant reason for visiting among these tourists was leisure, with 53% traveling for this purpose, while 16.2% visited relatives, and 12% for study.
Cultural tourism remains the leading choice, with about 70% of Chinese tourists opting to explore art cities, which accounted for 81% of total spending and 78.4% of overnight stays.
Additionally, 21% of the arrivals were attributed to business-related travel.
During the first four months of 2025, a total of 67,680 Chinese tourists arrived in Italy by air, representing a 2.2% year-on-year increase, primarily departing from major cities like Shanghai and Beijing.
Most of these trips typically last between four to seven nights or extend to two weeks.
Tour packages that integrate art, leisure, and family experiences are witnessing a growing popularity, with sales of five- to 15-day trips showing a substantial increase of 30%.
The demand for sports and wellness-themed products has also expanded, rising by 20%.
The leading destinations among Chinese travelers include major cities and sites such as Milan, Turin, Cinque Terre, Cortina, Venice, Bologna, Florence, Rome, Naples, Pompeii, Puglia, Sicily, and the Dolomites.
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