As Milan hosts the annual BIT travel exhibition, Italy has once again secured the top spot in the European Tourism Reputation Index (Etr Index) compiled by the Demoskopika Institute. With an impressive 115.5 points, Italy outperformed Greece (108.4 points) and Spain (102.8 points) in the overall ranking, affirming its status as Europe’s premier travel destination.
Italy excelled in two out of four key indicators: online search interest and destination popularity, securing the gold medal in both categories. Additionally, it achieved second place in the evaluation of tourism offerings, highlighting the country’s robust hospitality, cultural heritage, and culinary excellence. However, the report indicates that Italy lags in social media engagement, where institutional channels such as Enit and Italia.it remain underutilized compared to competitors like Portugal, Greece, and Spain.
Tuscany Overtakes Trentino Alto Adige in Regional Rankings
When analyzing regional tourism systems, Tuscany emerged as the top-ranking destination with 109.6 points, surpassing Trentino Alto Adige (108.0 points). The Regional Tourism Reputation Index, now in its eighth year, assesses visibility and engagement of official tourism portals, social media appeal, search interest, and the quality of accommodation, dining, and cultural attractions.
Tuscany’s triumph is attributed to its high level of online popularity and interest, along with an outstanding rating for its hospitality, restaurant, and cultural offerings. Nearly 79,000 establishments and attractions received overwhelmingly positive reviews from visitors.
Sicily secured third place with 104.6 points, benefiting from strong appreciation of its 78,000+ reviewed attractions, significant search interest on Google Trends, and over 845,000 indexed web pages reflecting its extensive tourism offerings.
Other top-performing regions included Lazio, Lombardy, Emilia-Romagna, Puglia, Veneto, Friuli Venezia Giulia, and Piemonte.
Performance of Other European Countries
While Italy continues to lead in tourism reputation, other European nations have also made significant strides. Greece and Spain remain strong contenders, with high rankings in tourism offerings and online search interest. Portugal has shown notable improvement in social media engagement and digital marketing efforts, positioning itself as a modern and appealing destination.
France, known for its cultural heritage and gastronomy, maintains a strong reputation but faces growing competition in digital presence. Germany has gained recognition for its sustainable tourism initiatives, drawing eco-conscious travelers. The Netherlands and Austria have leveraged their unique urban and natural attractions to attract diverse tourist demographics.
Eastern European destinations, including Croatia, Hungary, and the Czech Republic, have steadily risen in reputation, with growing interest in their historical sites, affordability, and expanding hospitality infrastructure. Scandinavian countries, such as Sweden and Norway, are increasingly recognized for their eco-tourism and adventure travel offerings.
The Demoskopika Institute’s index is based on an extensive dataset, analyzing more than 26 million indexed web pages, approximately 8.3 million social media followers, and over 941,000 reviewed establishments, including 217,000 restaurants, 593,000 accommodation facilities, and nearly 132,000 cultural attractions.
Future Challenges and Opportunities
According to Raffaele Rio, President of Demoskopika, the 2024 European Tourism Reputation Index highlights Italy’s strong online presence and growing appeal. However, he emphasizes the need for improved social media strategies and predictive analytics to better anticipate tourism trends, optimize offerings, and implement targeted marketing campaigns.
“Tourism today is increasingly driven by perception and reputation,” Rio stated. “Those who best understand demand dynamics will strengthen their market position and enhance the economic value of the sector.”
Italy’s continued leadership in tourism reputation underscores the country’s unique cultural and natural treasures. By leveraging data-driven insights and strengthening digital engagement, Italy can further solidify its standing as Europe’s most desirable travel destination.
Source: Demoskopika Institute