ROME, May 31 (NNN-XINHUA) — The number of Chinese tourists visiting Italy is rising sharply and is expected to continue growing in the second half of 2025, according to the news released by the Italian National Tourism Board recently.
According to CEO Ivana Jelinic, airport arrivals from China to Italy are forecast to rise by 27 percent between May and October compared to the same period last year, with over 96 percent of travelers visiting for tourism.
Jelinic said Italy remains a top destination for Chinese travelers thanks to its rich cultural, culinary, sports and shopping offerings. “We are seeing strong growth in 2025 and expect the second half of the year to attract even more Chinese visitors, generating value for our tourism sector and local communities,” she said.
According to the tourism board, approximately 176,000 Chinese tourists visited Italy in 2024, representing a 24.7 percent increase from 2023. Overnight stays reached 2.4 million, up 14.1 percent, and total spending rose to 226.6 million euros, an increase of 10.2 percent. Over 53 percent traveled for leisure, followed by 16.2 percent who visited relatives, and 12 percent for study purposes.
Cultural tourism remained the top choice, with around 70 percent of tourists opting for art cities, accounting for 81 percent of total spending and 78.4 percent of overnight stays. About 21 percent of arrivals were for business-related reasons.
Between January and April 2025, 67,680 Chinese tourists arrived in Italy by air, representing a 2.2 percent year-on-year increase. Nearly all (96.3 percent) traveled for tourism, primarily departing from Shanghai and Beijing. Most trips lasted either four to seven nights or two weeks.
Tour packages that combine art, leisure and family experiences are increasingly popular, with five- to 15-day trips seeing a 30 percent sales increase. Sports and wellness-themed products also rose by 20 percent. Top destinations include Milan, Turin, Cinque Terre, Cortina, Venice, Bologna, Florence, Rome, Naples, Pompeii, Puglia, Sicily and the Dolomites. — NNN-XINHUA
