Italy’s €283BN Tourism Boom: Why Now is the Moment for SMEs to Strike Big

As global leaders prepare to gather in Rome for the World Travel & Tourism Council’s (WTTC) Global Summit this September, new figures reveal a golden opportunity for Italy’s small and medium sized enterprises (SMEs).

WTTC’s latest Economic Impact Research (EIR)  shows Italy’s Travel & Tourism sector is on a powerful growth curve, and SMEs are the driving force.

From B&Bs in Tuscany to boutique tour operators in Sicily, Italy’s travel economy runs on small business. These local champions don’t just serve tourists, they shape unforgettable experiences, protect cultural heritage, and drive regional economies.

The Opportunity at a Glance

• €237.4BN forecasted sector contribution to GDP in 2025
• €282.6BN by 2035, growing nearly 4x faster than the wider economy
• €60.4BN in international visitor spend expected in 2025, up 9.3% year-on-year
• 3.2MN jobs in 2025, with 500,000 new roles expected by 2035

SMEs: The Heart of the Surge

SMEs are not just part of this growth, they are this growth. Flexible, creative, and rooted in place, small businesses are delivering the personalized, sustainable, and authentic travel experiences today’s global visitors want. And demand is surging.

With international visitor spending up by €9BN from 2019 and long-haul markets showing strong interest, the world is looking to Italy for something unique. The “something” is what SMEs do best.

If you run a small business in Italy, or are thinking of starting one, this is your moment:

• Surging demand for authentic, sustainable, locally run experiences
• A global spotlight as Italy hosts the WTTC Global Summit
• A government and industry push to make tourism more inclusive and regionally balanced

With strong momentum heading into 2025, the WTTC Global Summit will be a crucial forum for shaping the sector’s future. For Italy’s SMEs, this is more than a growth story, it’s a call to action.

The world wants what you offer. Now’s the time to go bigger.

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