Tourists in Italy spent an estimated €20–22 billion in the country’s stores in 2024, according to a study by market research firm Risposte Turismo (RT). The study, based on data from the Bank of Italy, Mastercard, and Istat, was presented at the eighth edition of Shopping Tourism, Italy’s leading trade event in this sector. Organised by RT in partnership with Enit and under the patronage of the Ministry of Tourism and Mimit (Ministry for Business and Made in Italy), the event highlighted key trends in shopping tourism.
According to RT’s Shopping Tourism Italian Monitor, presented on 5 March by RT President Francesco Di Cesare, 2.4 million tourists (a 14% increase from 2023) visited Italy primarily for shopping. The report revealed that 80% of French shopping tourists had previously visited Italy, while American visitors favoured small, local artisanal shops. Growth in shopping tourism was driven by rising visitor numbers from Asia—especially China, the leading source market—as well as sustained spending by American tourists, who increased their tax-free shopping expenditure by 9% over 2023. The continued influx of British visitors also reinforced Italy’s status as a top retail destination, with Milan, Rome, Florence, and Venice attracting the highest footfall.
In 2024, Italy’s outlet stores expanded their total retail space by 6%, reaching 800,000 square metres. Promos emerged as the country’s largest outlet village operator, securing a 22% market share following the acquisition of Barberino Outlet and Brugnato 5 Terre Outlet Village, bringing its total retail space across six locations to 170,000 square metres.
RT identified 80 high-street retail associations actively implementing promotional initiatives for their members. Meanwhile, the number of department stores in Italy has declined, with several closures recorded in the centre-north.
Historically, shopping malls were not key shopping tourism destinations, but they are gaining popularity. RT’s study reported 1,346 active malls across Italy. Additionally, more than 1,000 heritage stores and workshops were identified in Rome, Milan, Genoa, Bologna, and Palermo. These historic businesses remain integral to Italy’s retail landscape, showcasing the nation’s rich history, artistic heritage, craftsmanship, and entrepreneurial spirit.
