Italy

Visitor characteristics

38% of Italian visits are made by visitors aged under 35
Nearly three in five of holiday visitors are making a repeat trip to Britain (excluding British nationals, within ten years)
Most visitors to Britain live in or around Milan or Rome
97% of departing visitors (excluding British nationals) are either ‘likely’ or ‘extremely likely' to recommend a visit to Britain

Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

Measure	2018
International tourism expenditure (US$bn)	30.1
Global rank for international tourism expenditure	10
Number of outbound visits (m)	34.4
Most visited destination	France

Key demographic and economic data

Measure	2018
Population (m)	60.5
GDP per capita PPP (US$)	34,535
Annual average GDP growth over past decade (%)	-0.3
Annual average GDP growth in the past year (%)	0.8

Italy Market Profile (PDF 3.28MB)

visitbritain_marketprofile_italy.pdf

Italy Market Snapshot (PDF, 358 KB)

italy_fact_sheet_august_2019.pdf

Italy Aviation Profile (PDF, 680KB)

italy_aviation_profile_20190613.pdf

Find out where visitors from Italy to the UK reside in their own country (Excel, 212KB, Published 2009 and 2014)

annual_states_of_residence_2018_for_web.xlsx

Read about the preferences of Europeans towards tourism (PDF, 1.65MB, Published March 2015)

2015-3 Preferences of Europeans towards tourism_7.pdf

Learn more about the role culture plays for Italian visitors (PDF, 3.14MB, Published 2016)

foresight_145_-_leveraging_our_culture_brazil_china_italy.pdf

Exchange rate

1 GBP = 1.1801 EUR

As of 12 December 2019

Retrieved from the Bank of England

Inbound visits to Britain from Italy

Applied filters:

Display:

Drag to change year on charts and tables.

Touch the data points to see the values.

OVERVIEW OF UK VISITOR STATISTICS {{activeYear.name}}

Number of visits

{{ totalVisitsPerc == 'Infinity' ? '-' : totalVisitsPerc >= 0 ? '+' + totalVisitsPerc.toFixed(2) + '%' : totalVisitsPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data | fixUnits}}

Total expenditure (GBP)

{{ totalSpendPerc == 'Infinity' ? '-' : totalSpendPerc >= 0 ? '+' + totalSpendPerc.toFixed(2) + '%' : totalSpendPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data | spendUnits}}

Total nights spent

{{ totalNightsPerc == 'Infinity' ? '-' : totalNightsPerc >= 0 ? '+' + totalNightsPerc.toFixed(2) + '%' : totalNightsPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data | fixUnits}}

Average length of stay (Nights)

{{ isNaN(avgStayPerc) ? '-' : avgStayPerc >= 0 ? '+' + avgStayPerc.toFixed(2) + '%' : avgStayPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data.toFixed(2)}}

Average spend per visit (GBP)

{{ isNaN(avgSpendPerc) ? '-' : avgSpendPerc >= 0 ? '+' + avgSpendPerc.toFixed(2) + '%' : avgSpendPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data | spendUnits(0, 'hideUnit')}}

* Change from {{Number(activeYear.name) - 1}}

Chart
Table

	{{seasonalityBox.visits.data[1].name}}		{{seasonalityBox.visits.data[0].name}}
	Visits	% total	Visits	% total
{{item}}	{{seasonalityBox.visits.data[1].data[index] \| fixUnits(2)}}	{{seasonalityBox.visits.data[1].totalPerc[index]}} %	{{seasonalityBox.visits.data[0].data[index] \| fixUnits(2, 'showDigits')}}	{{seasonalityBox.visits.data[0].totalPerc[index]}} %

Chart
Table

		{{journeyBox.visits.data[1].name}}				{{journeyBox.visits.data[0].name}}
	Visits	% total	Nights	% total	Visits	% total	Nights	% total
{{item}}	{{journeyBox.visits.data[1].data[index] \| fixUnits(2)}}	{{journeyBox.visits.data[1].totalPerc[index]}} %	{{journeyBox.nights.data[1].data[index] \| fixUnits(2)}}	{{journeyBox.nights.data[1].totalPerc[index]}} %	{{journeyBox.visits.data[0].data[index] \| fixUnits(2, 'showDigits')}}	{{journeyBox.visits.data[0].totalPerc[index]}} %	{{journeyBox.nights.data[0].data[index] \| fixUnits(2, 'showDigits')}}	{{journeyBox.nights.data[0].totalPerc[index]}} %

Chart
Table

	{{durationBox.visits.data[1].name}}		{{durationBox.visits.data[0].name}}
	Visits	% total	Visits	% total
{{item}}	{{durationBox.visits.data[1].data[index] \| fixUnits(2)}}	{{durationBox.visits.data[1].totalPerc[index]}} %	{{durationBox.visits.data[0].data[index] \| fixUnits(2, 'showDigits')}}	{{durationBox.visits.data[0].totalPerc[index]}} %

What Italians think about Britain

Italians have an upbeat opinion of Britain ranking it overall second out of fifty nations in 2018.
Their most positive perceptions are in relation to ‘contemporary culture’ and ‘vibrant city life’, but areas of comparative weakness include perceptions of ‘welcome’ and of Britain’s ‘scenic natural beauty’
42% reckon that a trip to Britain would be ‘fascinating’ but only 13% believe it would be ‘romantic’
Australia and the USA are destinations that are considered to be the ‘best place’ for a number of the attributes Italians ‘most want’ from a holiday destination
Britain competes with France to be the destination Italians are most likely to say is the ‘best place’ for ‘historic sites’ and ‘world famous places’
Potential visitors are keen on the idea of experiencing Britain’s built heritage

Caring for visitors

It is fundamental to provide any brochures and materials in Italian
Value for money is fundamental in choosing a destination and accommodation
Independent travellers tend to choose major and well-known chains, although bed & breakfasts are also popular
Italians prefer good-sized hotel rooms and cleanliness is paramount
Conservative eaters, when travelling abroad, Italians choose to eat simple British fare or Italian food - vegetarian dishes recommended

The leisure & travel trade

28% of Italian visitors have booked a holiday (travel and accommodation combined) in a travel agency
Tour operators are developing new products and new ways of selling these products
Relationships in Italy are extremely important. Try to visit your contacts at least twice a year and keep in regular contact with them even when you are back in Britain

Access to Britain from Italy

Measure	2018
Weekly aircraft departures	1,054
Weekly seat capacity	173,492
Airports with direct routes in Italy	29
Airports with direct routes in Britain	22

Airlines seat capacity from Italy to Britain has grown in recent years. It is highly seasonal, reflecting demand for outbound travel from Britain to Italy
Most airline seats from Italy to Britain are destined for airports around London, with Manchester the most important regional airport
Visitors from Italy departing Britain by air pay £13 in Air Passenger Duty

England Business Advice Hub

Markets

Find your markets

Italy

Italy

Visitor characteristics

Popular activities

Global context

Key demographic and economic data

Resources

More resources

Exchange rate

Inbound visits to Britain from Italy

OVERVIEW OF UK VISITOR STATISTICS {{activeYear.name}}

{{totalVisits | fixUnits}}

{{totalSpend | spendUnits}}

{{totalNights | fixUnits}}

{{avgStay.toFixed(2)}}

{{avgSpend | spendUnits(0, 'hideUnit')}}

What Italians think about Britain

Caring for visitors

The leisure & travel trade

Access to Britain from Italy

England Business Advice Hub

Markets

Find your markets

Italy

Italy

Visitor characteristics

Popular activities

Global context

Key demographic and economic data

Resources

More resources

Exchange rate

Inbound visits to Britain from Italy

OVERVIEW OF UK VISITOR STATISTICS {{activeYear.name}}

{{totalVisits | fixUnits}}

{{totalSpend | spendUnits}}

{{totalNights | fixUnits}}

{{avgStay.toFixed(2)}}

{{avgSpend | spendUnits(0, 'hideUnit')}}

What Italians think about Britain

Caring for visitors

The leisure & travel trade

Access to Britain from Italy

You might also be interested in...