Italy is rapidly becoming a hot spot for shopping tourism. The latest figures reveal a booming sector with an increasing number of outlet villages, department stores, and exciting shopping events. This growth is attracting both local and international tourists eager to spend their vacations indulging in retail therapy.
A Growing Market with a Strong Future
The numbers speak for themselves. Since 2003, over 24 outlet villages have opened their doors in Italy, averaging over one new village each year. This translates to a combined commercial area of approximately 725,000 square meters. The trend isn’t slowing down, either, with a new outlet village opening in Sardinia in 2025.
Adding to the allure, Italy boasts some of the world’s most prestigious shopping streets. Milan’s Via Montenapoleone, known for its luxury boutiques, has been ranked second worldwide in terms of retail value per square meter.
A Shopping Destination for Every Traveler
The demand for shopping holidays in Italy is consistently rising. In 2023, a staggering 2.1 million tourists chose Italy for a shopping-focused vacation, a 7% increase compared to 2019.
This growing trend is fueled by a diverse range of factors. There’s a clear increase in shopping events, special initiatives, and pop-up shops, catering to the desires of discerning shoppers. Furthermore, the fusion of shopping and dining experiences is becoming increasingly popular, with restaurants and cafes popping up alongside retail spaces.
The allure of “Made in Italy” is a key driver behind the shopping tourism boom. Italian products, renowned for their quality and craftsmanship, attract shoppers worldwide.
The US Market: A Prime Target
The United States is a significant market for shopping tourism in Italy. Rome, Milan, Naples, Venice, and Florence are consistently the top five cities for American shopping tourists. Bologna and Genoa are also gaining popularity.
American tourists are eager to buy authentic Italian products. Food and fashion are the top choices, with food products being the most sought-after items.
The average American shopping tourist spends approximately €110 per day on purchases. This highlights the significant economic impact of this tourism segment.
A Hub for Shopping Tourism Professionals
The Shopping Tourism – the Italian Forum is a crucial event for professionals in the shopping tourism industry. This forum, organized by Risposte Turismo in partnership with ENIT, brings together key players to discuss trends, share insights, and explore new opportunities.
The forum underlines the remarkable growth of tax-free spending in Italy, indicating a strong demand for luxury shopping experiences. Americans and tourists from the Gulf countries are driving this growth, with their average spending exceeding €2,900 and €4,200 respectively.
In conclusion, Italy is experiencing a flourishing shopping tourism industry, driven by a strong demand for “Made in Italy” products and a diverse range of shopping experiences. The future looks bright, with continued growth expected in the coming years.
