GetYourGuide Research Shows Experiential Tourism's €9 Billion Impact in Italy

On November 7, 2025, GetYourGuide, in collaboration with the Pinacoteca di Brera, hosted the event 'Per un futuro sostenibile del turismo culturale' at the Milan museum, presenting the research 'Driving Sustainable Tourism: GetYourGuide’s Impact in Italy'. The study, based on over 8 million bookings over 30 months and a survey of 500 international travelers, reveals that GetYourGuide tourists spend an average of €486.26 per day and stay 8.2 days, generating a total economic impact of €9 billion in 2024. These high-spending visitors are drawn to cultural, food and wine, and guided tour activities. The platform's offerings span 105 of Italy's 110 provinces and 867 municipalities, many off the beaten path, helping to distribute tourist flows and mitigate overtourism in art cities. Francesca De Falco, Country Manager of GetYourGuide Italia, emphasized that experiential tourism valorizes Italy's diversity, with international visitors exploring villages and local realities. The event featured panels with Angelo Crespi (Director General of Pinacoteca di Brera) and Alessandra Priante (President of ENIT), who underscored cultural tourism as an economic driver and a tool for balancing growth, territorial identity, and sustainability. The research positions Italy as a potential international laboratory for sustainable cultural tourism through digital innovation and collaboration between platforms and institutions.