Italy has firmly claimed its spot as the top tourism destination in Europe, taking first place in the 2024 European Tourism Reputation Index.

On the regional front, Tuscany has outpaced other regions, surpassing Trentino-Alto Adige in the Demoskopika Regional Tourism Reputation Index.

Italy’s digital power

Italy leads the rankings in the digital ‘battle’, scoring 115.5 points in this hierarchy. The peninsular country has over 11.8 million indexed web pages, almost 18 million social media interactions, and more than 667,000 tourism facilities and attractions monitored.

Italy excels in destination search popularity and offers a wide variety of tourism services, including first-rate accommodation, gastronomy, and cultural heritage, placing second in tourism offerings.

Greece and Spain follow suit

According to the same ranking, Greece ranks second with 108.4 points, thanks to its strong accommodation sector and active social media presence.

Spain completes the podium and comes in third place with 102.8 points, strengthened by high digital visibility and strong online search activity.

Tuscany, Italy’s digital tourism leader

When it comes to Italian regions, Tuscany takes the crown with 109.6 points. Its high online visibility and high-quality tourism offerings push it to the top.

Tuscany is reinforcing its place as Italy’s most attractive tourism destination, obtaining high scores in terms of digital presence and hospitality ratings.

The future of tourism

In other areas, Trentino-Alto Adige excels in social media communication, the Piedmont region leads in online searches with over 6.4 million indexed pages, while Sicily stands out in tourism facility ratings.

According to Demoskopika president Raffaele Rio, the future of tourism will be driven by digital reputation. The ability to find emerging trends and anticipate patterns is essential for maintaining a strong position in the highly competitive global tourism market.

The report also reveals that the top ten European destinations account for 84.7 per cent of EU tourism, attracting over 863 million visitors in 2023. Europe continues to dominate the global tourism industry, with Italy leading the way in digital reputation and tourism appeal.

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