Italy continues to be one of the most sought-after destinations for Australian travellers, confirming the country’s enduring appeal and the strength of its tourism offer.
In the first five months of 2025, airport arrivals from Asia-Pacific countries for stays of at least one night increased by around 10% compared to the same period in 2024, reaching a peak in May with 83,400 arrivals (+17.4 per cent).
The majority of visits were for holiday and leisure purposes (93.2 per cent, up +10.3 per cent), while business travel accounted for 6.8 per cent (up +4.4 per cent).
Australia stands out among the top-performing markets, with ABS data showing a 6 per cent rise in Australian travellers returning from Italy in the first half of 2025.
Italian regions such as Campania, Puglia, and Sicily, as well as major cities like Rome and Milan, remain favourites among Australian travellers seeking long stays and immersive cultural experiences.
Experiences driving travel choices
Food, wine, and luxury packages are becoming more popular with Australian tourists, showing a 50 per cent increase in sales compared to 2024. Many travellers are choosing long stays of up to three weeks on the Amalfi Coast, in Puglia, and in Sicily, as well as in Rome and Milan. Packages that combine art, wellness, and shopping are also in demand, with growth of 7 per cent to 20 per cent and an average stay of 15 days.
ABS data confirms that Italy remains the number one European destination for Australians. Art, culture, and the sea remain powerful draws, but visitors are increasingly seeking the full Made in Italy experience from gastronomy and craftsmanship to wellness and style.
This growing demand reaffirms Italy’s position as a global leader in high-quality travel experiences, blending tradition and innovation to meet the expectations of international visitors.
