At the intersection of history and haute couture, where Renaissance domes meet the digital age, Italy has long seduced the global traveler with its intoxicating blend of culture, cuisine, and timeless beauty. But now, the country is no longer content to rest on the laurels of Rome and the romance of Venice. In 2025, Italy Tourism is sharpening its focus and expanding its reach—particularly in the high-potential Middle Eastern market, where demand for luxury, experience-driven travel is surging like never before.
At this year’s Arabian Travel Market (ATM) in Dubai—a cornerstone event in the international tourism calendar—the Italian Tourist Board (ENIT) arrived with both ambition and momentum. The numbers speak for themselves: Italy is on track to welcome nearly one million visitors from the Middle East in 2025, a growth of over 21% from the previous year. The UAE alone will account for more than 310,000 of those arrivals, fueled by increasing connectivity, a flourishing appetite for high-end experiences, and new policy incentives such as reduced tax-free shopping thresholds.
It is within this vibrant and future-focused setting that Chic Icon’s Editor-in-Chief, Alina Dyachenko, sat down for an exclusive conversation with Gianluca Caramanna, Advisor to Italy’s Minister of Tourism for institutional relations. With his finger on the pulse of government strategy and an eye on global trends, Caramanna shares his insights on Italy’s evolving tourism landscape—from the quiet charms of Le Marche to the majestic elegance of Lake Como’s most storied villas. He speaks not only of numbers and policy, but of a vision: an Italy that embraces innovation while staying rooted in its soul, drawing travelers deeper into its lesser-known regions, while reaffirming its position as the world’s premier destination for luxury, culture, and curated authenticity.
How is tourism in Italy performing lately? I’ve heard there’s been a strong uptick, especially from the Middle East.
Absolutely. In fact, 2024 was a very strong year. Visitors from the United Arab Emirates alone made up 15% of the international arrivals. That’s a significant share, and the numbers keep growing year by year. What’s helping is the improved quality of our tourism offering—exceptional service, diverse experiences, and a significant increase in luxury accommodations.
You mentioned luxury accommodations. Is that something that’s expanding across Italy?
Yes, very much so. Particularly in Rome, we’ve seen a remarkable increase in five-star hotel openings in recent years. But it’s not just the capital—across the entire country, the luxury hospitality sector is evolving. The government has also stepped in to support this growth, allocating over 1.3 million euros to help hotels with restyling and renovation. This investment is key if we want to compete with other top European destinations in terms of service and quality.
Speaking of competition—where does Italy stand in terms of international tourism rankings?
As of last year, we’re in second place, just behind Spain. We actually surpassed France, which was quite an achievement. Italy hosted 58 million tourist stays last year. It’s a huge number—and it reflects both our iconic destinations and the growing interest in new regions.
What are currently the most popular destinations among tourists?
The classics still reign—Rome, Venice, Florence, and Milan, each offering something unique: history, art, fashion, business. But we’ve also seen a surge in visitors heading to the mountains, particularly the Dolomites, for skiing. The sea is also a big draw: Sardinia, Sicily, the Amalfi Coast, Portofino—these are some of the most beloved seaside escapes.
Is the Middle Eastern market primarily interested in winter tourism, or is it broader?
It’s quite diverse. We see many travelers from the Middle East coming for both winter sports and summer getaways. They love the Alps for skiing, but also the islands and coastal towns for relaxation. This market is growing in significance, not just the UAE, but across the Middle East. That’s why we’re putting more energy into this region—we see real long-term potential here.
Are there specific regions within Italy that you’re trying to promote more in the coming years?
Yes, very much so. As a representative of the Ministry of Tourism, I’m committed to promoting the entire country. While Rome and Venice are easy to sell, there’s so much more. We’ve been focusing on internal areas—places that are still under the radar. Regions like Le Marche, for example, offer stunning countryside, on par with Tuscany, but are far less known internationally. We believe in the beauty and potential of these hidden gems.
For someone visiting Italy for the first time, what would you personally recommend as the top three must-see destinations?
Personally, I’d say Rome, of course—it’s the heart of our heritage. Then Naples in the south for its culture and energy. And in the north, Venice, which remains uniquely magical. But it truly depends on the experience someone is looking for. If it’s the sea, I’d recommend Capri, Portofino, or Sicily. Italy is vast and varied, and every traveler can find their perfect itinerary.
What about festivals or special cultural events? Do you have any recommendations for a more authentic experience?
Italy is full of festivals year-round, but the ones I truly love are the small, traditional ones—especially in the south. These events preserve the local identity and are deeply rooted in our culture. Whether it’s during Christmas, Easter, or summer, you’ll find celebrations in small towns that revolve around food, wine, and music. We also host major wine and culinary festivals across the country. It all depends on the kind of experience a visitor wants—spiritual, gastronomic, or simply joyful.
If someone is looking for an ultra-luxury stay—somewhere that really takes their breath away—what are some of your favorite properties?
There are many. The hotels around Lake Como, for example, are simply outstanding—truly world-class in service and setting. In the south, Sicily has some incredible places, especially in towns like Sciacca and Taormina. And don’t forget Puglia. When Italy hosted the G7 last year, our Prime Minister chose Borgo Egnazia as the venue—a magnificent property that has since become internationally renowned.
It sounds like there’s something for every kind of traveler.
That’s the beauty of Italy. Whether you’re coming for art, nature, food, history, or simply to relax—we have it all. And we’re working every day to make it even more accessible, more welcoming, and more unforgettable.
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