Italy, culture the first attraction for foreigners. Top 10 sites: Colosseum n. 1, Rome monopolizes the podium
Italy is one of the most dreamed and desired destinations in the world, full of cities of art that, for their charm and their unparalleled history, attract millions of tourists from all over the world. A country, ours, where visitors come above all to enjoy art and culture, to discover ancient sites and museums. This is the heart of the Cultural Tourism Report 2025 by The Data Appeal Company – Almawave Group, a leading company in the tourism and destination management sector, previewed at the Salone tourismA , the Archaeology and Cultural Tourism Exhibition, scheduled at the Palazzo dei Congressi in Florence between 21 and 23 February. The survey collected and examined all the feedback published online during 2024, combining it with geographical and contextual elements. From the data, analyzed through algorithms based on artificial intelligence, machine learning and semantic analysis, it emerged that the sentiment of the cultural attractions sector, equal to 92/100, exceeds that of all other tourism sectors, marking a further improvement compared to 2023. In fact, it is the cities of art that lead cultural tourism in our country, which sees Rome and Florence (92/100) as the favorite destinations for visitors. Milan , Venice and Naples , however, also obtained very high scores (90/100).
At the top of the list are three attractions in the capital: the Colosseum is the most reviewed and appreciated site, followed by the Trevi Fountain , which even surpasses the Pantheon , placed in third place. The growing attention towards the Trevi Fountain is probably due to the inauguration, in 2024, of a special limited-access walkway that allows visitors to admire the monument up close during renovation work. Fourth place for the Milan Cathedral , fifth for the Leonardo da Vinci Museum in Florence – an absolute new entry – and sixth for the Leaning Tower of Pisa . Closing out the top ten are the Spanish Steps , the Rialto Bridge , Piazza Navona and the Roman Forum .
Leonardo da Vinci Museum BoomIn 2024, therefore, the digital traces and sentiment related to cultural sites in Italy tell the story of the rise of the Leonardo da Vinci Museum in Florence , which recorded a number of digital traces greater than that of the Uffizi Gallery , which on the one hand maintains its primacy among the most visited museums, but on the other is ousted by the Leonardo da Vinci Museum due to the latter's ability to engage the public with innovative digital strategies. In 2024, the private Florentine museum more than doubled its online digital traces. In third place among the museums we find the Egyptian Museum in Turin, followed by Juliet's House in Verona, the Galleria dell'Accademia in Florence and the Ferrari Museum in Maranello, followed by the Royal Palace of Caserta, the Mole Antonelliana and the Museo Cappella Sansevero.
According to the data collected, among the main travel motivations for those visiting our country are cultural heritage (43.9%), Unesco sites (37%), large cities (31.3%), historic centers (27.9%) and finally the presence of delightful villages (24.3%). Unlike other locations, cities of art register peaks in reviews especially during long weekends and holidays.
Interesting data also emerge regarding the origin of travelers: most come from Germany (6.8%), then from France (6.1%) and the United Kingdom (4.5%); in fourth place are the Americans (3.4%). 45% of tourists travel as a couple, 29% as a family and 14% in a group, and only 12% alone. In tandem with the increase in tourist flow, the average rates of accommodation in cities of art have also increased, recording an increase of 6-7% compared to 2023.
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