Italy’s summer tourism market is showing stronger demand in 2026, with bookings rising across major cities, lake destinations and mountain resorts, according to data from property-management operator Halldis by Vita.
The company reported a 12% year-on-year increase in bookings for June to August 2026. Bookings from US guests rose by 6% compared with summer 2025, while the relative share of French and UK guests declined slightly.
The figures reflect Halldis by Vita’s managed accommodation portfolio rather than official nationwide tourism data.
US demand reshapes Italy’s summer travel market
Halldis by Vita said Italy is attracting travellers from Germany, northern Europe and, particularly, the United States. The report pointed to Delta Air Lines’ new direct route between New York and Olbia as a sign of increasing US interest in Italian destinations.
The company also reported rising demand for serviced apartments, which combine the flexibility of an apartment with professional services and higher standards.
Venice leads booking growth as rates rise
Venice recorded the strongest booking growth in the company’s data. Bookings already acquired for June to August 2026 were more than 50% higher than at the same point in 2025, while the average daily rate rose by 20%.
In Rome, June bookings were 20% higher year on year and the average daily rate increased by 8%.
Florence recorded a 7% increase in bookings. Occupancy was broadly stable, while the average daily rate rose by 16%.
Lake Como and the Alps attract higher-spending visitors
Lake Como recorded a 40% increase in July bookings compared with the same date in 2025. Its average daily rate was 22% higher.
In Gressoney, summer bookings were 15% higher than bookings acquired at the equivalent point in 2025.
In Courmayeur and the wider Mont Blanc area, US stays increased by more than 23% during the 2025–26 winter season.
Scope of the data
Halldis by Vita manages around 1,000 units in more than 120 cities and locations in Italy and Europe. Its figures cover its own managed accommodation portfolio and do not represent official national visitor totals, hotel occupancy data or nationwide accommodation prices.
Source: Floriana Liuni, “Nel 2026 l'Italia è meta turistica privilegiata anche grazie alle tensioni geopolitiche”, idealista/news Italia, 14 August 2026. Findings attributed to Halldis by Vita.
