Why Italy’s Summer 2025 was more crowded than ever

Italy never ceases to enchant the world. With its once-in-a-lifetime art cities and breathtaking landscapes, it remains a dream destination for millions of travelers. But how do people really choose where to go in Italy. And, more importantly, why?

According to the report “Welcome to the Checklist Era of Tourism” by Visit Italy’s Tourism Observatory, data from the past summer paint a clear picture: 64% of visitors experienced overtourism and overcrowding at their chosen destinations.

This number may not come as a surprise. The influence of photos, TikToks, and viral posts is obvious to everyone, but it reveals a deeper story: travel risks becoming an act of consumption, a checklist to complete, rather than a cultural and trasformative experience.

 This phenomenon is at the heart of what’s been dubbed the Checklist Era, highlighted last June through Visit Italy’s campaign 99% of Italy.

As Ruben Santopietro, CEO and founder of Visit Italy, puts it:

“Today, too often, traveling means ticking boxes: ticking off the list of things to see, attractions to photograph, places to add to your résumé. As if the purpose of a trip were to complete a collection rather than to live an experience”.

The report, published on September 22, highlights how the overcrowding of Italian summer destinations is a direct consequence of the power of social media, which guided tourists’ choices during summer 2025. 71% of visitors chose their destination influenced by social media. Tourism thus becomes more a spectacle to share than an experience to live.

The trend of ticking off symbolic places is far from marginal: 75.8% of tourists planned their trip following the logic of the Checklist Era. Rome, Florence, Venice, Cinque Terre, and the Amalfi Coast drew the largest flows. Once again, only 1% of Italy’s territory was considered for trip planning, while the remaining 99% remains largely undiscovered.

Overcrowding is a phenomenon that needs to be monitored and managed. According to Visit Italy's Report, the country scores 6.84 out of 10 on the Tourism Sustainability Equation, a simple way to see how well tourism balances three essential factors:

Happy locals: residents should enjoy life, not feel overwhelmed by tourists.

Manageable spaces: cities and villages need to handle visitors without turning chaotic.

Authentic experiences: your trip should be memorable and genuine, not just a backdrop for Instagram.

This score becomes a practical compass: it’s not just about attracting visitors, but about doing so in a way that keeps every trip special, balancing enjoyment, sustainability, and authenticity.

Despite this, Italy continues to stand out as a diverse destination. Relaxing beaches, historic art cities, authentic flavors, and pristine mountains keep winning over travelers. Here are the data on their preferences according to the report:

- Relax and beaches: 69%
- Art and culture: 65%
- Food and wine: 56%
- Nature and mountains: 47%

These numbers show that, even in the Checklist Era, the desire for authentic experiences has not disappeared. Lesser-known villages, natural parks, and areas with immense historical and cultural heritage are just waiting to be discovered. Over the past months, together with the Visit Italy community, we created a guide to explore that 99% of Italy, still-unspoiled and far from the most popular routes.

The clear lesson from summer 2025 is this: tourists are choosing destinations based on three main drivers: social media, iconic spots, and increasingly, the search for authenticity. This makes the mission of promoting lesser-known areas and hidden villages, to offer transformative and sustainable experiences, both essential and key to the future.

Santopietro emphasizes:

“The future of tourism will not depend on the number of visitors, but on the ability of places to transform those who visit them. It is urgent to widen the lens beyond the small portion of the country that today suffers overtourism, and to give visibility to the 99% of Italy that remains invisible.”

With its millennia of history, diverse landscapes, and rich traditions, Italy is still a land capable of surprising and moving visitors. The challenge now is to guide tourism toward a balance of attractiveness, sustainability, and authenticity, because the true measure of travel is not likes, but memories and personal transformation.