Tourism Demand in Tuscany in 2025
Research by E. Conti. Survey conducted by the Center for Tourism Studies. Statistical analysis by M. L. Maitino
This study was edited by Enrico Conti as part of IRPET’s “Local Systems, Culture, and Tourism” research area, coordinated by Sabrina Iommi. The survey was conducted by the Center for Tourism Studies. The statistical analysis was performed by Maria Luisa Maitino.
Eight years after the previous “Survey on the Motivations and Behavior of Tourists in Tuscany,” conducted in 2017, a new survey was carried out in 2025. Like the previous one, it was conducted in collaboration with the Centro Studi Turistici and involved 1,372 overnight tourists and 61 day-trippers spread across the region’s main areas—cities of art, the hills, coastal, and mountain areas. The results are extremely interesting and paint a picture of a region and tourist destination undergoing significant change—one that is increasingly international and responsive to diverse patterns of use and consumption. Despite some signs of maturity and friction that should not be overlooked, the region still enjoys an excellent reputation, as evidenced by very high levels of visitor satisfaction.
The report consists of two parts. The introductory summary provides a reasoned, qualitative, and policy-oriented analysis of the main findings that emerged from the survey. The second part, on the other hand, presents the analytical results of a more detailed and thorough analysis of the questionnaire, which is included in the appendix.
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