According to the Lybra Tech-Zucchetti report, produced for Fipe Confcommercio and the authoritative study by Sheffield Hallam University's Sport Industry Research Centre, Rome is the undisputed queen of summer tourism.
As far as the arrival of tourists in Rome in the summer is concerned, for example, the number of high spenders is increasing, and they are also choosing to stay there for a longer period than in the past: 3.9 nights, better than any other Italian city, when before the COVID restrictions, the average stay in Rome was 2.5 nights.
Here are some figures: the first four months of the year saw a 7.52% increase in arrivals in Rome, with 1.8 million foreigners and twice as many Italians. Hotel room occupancy in the spring was 83.7%, 10% higher than the average for European cities. Average prices per night are €289.5, compared to €274.41 in 2023.
Undoubtedly, Rome's undisputed success is due to its beauty and its millennial history, which have always been among the elements that have contributed to increasing its charm and magic, but the merit is also to be attributed to the strategy linked to the major musical and sporting events, especially those of great appeal, which have offered the opportunity for millions of visitors to stay longer in the city, with all that this entails.
In recent months, in fact, Rome has hosted, just to name a few, prestigious sporting events such as the Internazionali di Tennis, the Giro d'Italia, the Bingham Cup and the European Athletics Championships, and the concerts of major international artists including Coldplay, Take That and Deep Purple.
In short, Rome is beating every record and among the direct consequences is the increase in stable employment in the city – estimated at 85,339 workers with a growth of +2.17% over 2023 – thanks to the driving force of tourism and the impact on the city and regional economy.
Last but not least, the contribution of commercial catering is not insignificant, where regular employment also shows an appreciable increase of +2.68% and that in travel agencies +2.53%. This is largely due to the development of the convention sector, especially international ones with more than 50 guests, thanks to which, according to Icca (International Congress and Convention Association), Rome has climbed 7 positions (from 14th to 7th place) with 119 conventions hosted, while Milan has dropped from 18th to 29th position.
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