Italy continues to hold the world’s highest number of UNESCO World Heritage Sites— 61 in total — with Italian cuisine added to the list of intangible heritage in 2025. Its standing as a leading global cultural destination is firmly established. The deeper story lies in how travellers are interacting with that heritage: which cities are strengthening their appeal, how demand is redistributing geographically, and whether growing visitor volumes are affecting experience quality.
Based on digital traces and preferences collected between January 1 and December 31, 2025, Data Appeal and Mabrian, both part of Almawave – Almaviva Group, outline the following trends. Cultural tourism continues to have a strong social dimension. Couples account for 43% of travellers to art cities, followed by families at 28%.
