Rome Travel Trends 2023 (And 2024 So Far)

2023 was a banner year for tourism, with Rome basking in a record 35 million visitors. This surge echoes a global rebound, fueled by pent-up demand and a shift towards immersive, authentic experiences. While 2024 promises continued growth, travelers in the know are seeking more than just iconic landmarks. This article delves into brand new travel statistics, highlighting travelers who prioritize unique activities, cultural connections, and sustainable practices. Get ready to unpack your adventurous spirit as we explore experiential retreats, personalized itineraries, and off-the-beaten-path destinations that beckon in 2024. So, ditch the souvenir magnets and pack your curiosity – Rome awaits with transformative experiences for the modern traveler.

Updated February 2024

2023 Travel Trends:

  • Rome’s Best Year: Rome saw an estimated 35 million tourists in 2023. This represents a significant increase compared to 2022’s 32 million overnight stays and surpasses even pre-pandemic levels.
  • Global Tourism Recovery: The World Tourism Organization (UNWTO) reported a 62% increase in international tourist arrivals in the first half of 2023 compared to 2022.
  • Slow Tourism: There was a surge in “slow tourism” in Rome, emphasizing cultural immersion and off-the-beaten-path experiences. In 2023, nearly 2 million airport arrivals occurred during the summer, contributing to this trend. (x)
  • January Planners: In 2023, the volume of searches for flights to Italy in January was 79% higher than in December 2022, making it the peak month for this search for the entire year. Even when compared to the second-highest month, May, January maintained a 12% lead.
  • Europe Leading the Way: Europe saw the strongest rebound in tourism, with arrivals up 79% year-on-year. Italy, specifically, saw a significant increase in arrivals compared to 2022.
  • TravelPulse Annual Tourism Survey 2023: This survey, conducted among U.S. travelers, found that 82% are interested in unique and authentic experiences on their trips, with activities like learning a new skill.
  • Shifting Traveler Preferences: Travelers are increasingly prioritizing unique experiences, cultural immersion, and sustainable practices.
  • Rise of Digital Nomadism: Remote work opportunities are driving a rise in long-term stays and digital nomad visas.
  • Increased Demand for Affordable Destinations: Cost-conscious travelers are seeking destinations with competitive pricing.

2024 Travel Predictions:

  • Continued Growth: UNWTO predicts global international tourist arrivals to reach 80-95% of 2019 levels in 2024.
  • Focus on Sustainability: Eco-friendly travel options like green hotels and eco-tours will gain popularity.
  • Experiences over Souvenirs: There’s a growing interest in food and wine tours, cooking classes, historical reenactments, and unique access to lesser-known sites like catacombs and hidden gardens.
  • Transformative Experiences: “Seekers of Transformation” is this year’s key travel trend. This describes travelers seeking “immersive, transformative experiences that allow them to learn, grow, and connect on a deeper level.” (x)
  • All About Wellness: A predicted 1 trillion travelers will embark on wellness retreats this coming year. A January 2024 report predicts sustained growth in wellness travel, with a focus on mental and emotional well-being alongside physical health. Experiential wellness retreats and activities are expected to be particularly popular.
  • Luxury Wellness: International wellness tourists on average spend 41% more than the typical international tourist. (x)
  • Adventure Travel Is Trending: This report, published by the Adventure Travel Trade Association (ATTA) in October 2023, identifies rising demand for off-the-beaten-path destinations, personalized itineraries, and adventure activities focused on sustainability and local engagement. (x)
  • Technological Advancements: Travel technology will further personalize travel experiences and improve operational efficiency.


Tourist Italy tours embody the trending values of transformative experiences, passionate travel, and authenticity-first tourism. Our Rome In A Day Tour is the perfect way to have an authentic and well-rounded Roman experience! Book one of our day tours or package tours and be a part of a record-breaking 2024.

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