Wedding tourism, as reported by the Destination Wedding in Italy Observatory, experienced great success in 2022, surpassing pre-pandemic figures and expected to continue growing in 2023.

Wedding tourism in Italy: The numbers

Wedding tourism in Italy: Preferred regions

Wedding tourism in Italy: Future challenges

Wedding tourism in Italy: The numbers

Last year, Italy was chosen as the destination for wedding ceremonies by over 11,000 foreign couples, generating a total revenue of nearly 600 million euros. There were 619 thousand arrivals and over 2 million overnight stays, with an average stay of 3.3 nights for the couples and an average of 55.6 guests in attendance.

In 2022, the United States was the main country of origin (29.2%) of foreign couples who chose to celebrate their wedding in Italy. However, over 57% of the events were celebrated by couples residing in European countries.

Wedding tourism in Italy: Preferred regions

The top wedding destination in 2022 was Tuscany, chosen and appreciated by 21% of foreign tourists, thanks to its cultural, landscape, and gastronomic heritage. Following Tuscany, the preferred regions were Lombardy, Campania, Puglia, Sicily, and Lazio.

It is interesting to note that the positive impact on the data was not only from foreign wedding tourism but also from domestic tourism. It is estimated that last year, over 7,160 Italian weddings were celebrated in regions different from the spouses’ place of origin.

Regarding honeymoons, according to a study by the agency Kuoni, which analyzed 450 hashtags on TikTok, Italy ranks second only to the Maldives in terms of destination choice for honeymoon trips. In third place, we find Bali.

Among the European destinations, Italy is home to three out of the five most appreciated places: Positano, Rome, and the Amalfi Coast. It is worth mentioning that among the preferred destinations for foreigners, Lake Como, Portofino, Verona, and Sardinia are also highly regarded.

Wedding tourism in Italy: Future challenges

In 2023, the demand trend suggests another record year with over a thousand more events compared to 2022 and an expected growth of +9.5%.

According to the research, couples are increasingly seeking unique destinations with a strong culinary excellence rooted in the local territory, such as the trulli and masserie in Puglia. They are also looking for alternative locations to the classic villa, which remains the most appreciated by future newlyweds. Beach weddings and seaside locations are also among the top choices for weddings ceremonies.

There will continue to be a significant focus on environmental sustainability, local traditions, and budget considerations, a trend that emerged following the pandemic.

Italy has a great opportunity to continue generating innovative and high-quality offerings, with personalized packages that can bring significant benefits to the entire Italian tourism industry.