Tourism in Italy: Balancing Growth and Overload

Tourism continues to be a double-edged sword for many Italians, seen both as an economic lifeline and a driver of unsustainable growth. This is the picture that emerges from a recent survey conducted by Ipsos for the Unipol Observatory on Italian Society. While the majority of respondents acknowledge the positive impact of tourism on employment and local economies, concerns remain high over overtourism and its consequences—ranging from waste management issues to the growing lack of housing for residents.

The national snapshot shows that 54% of Italians see tourism primarily as an opportunity, with the figure rising to 58% in Southern Italy and the Islands, where the sector plays a particularly vital role. By contrast, only 12% in those same regions see tourism as a source of problems, and 30% take a neutral stance.

Looking ahead, most Italians expect tourism to continue growing over the next two years—both nationally and locally—with cities like Florence, Verona, and Rome expected to be among the most affected. Nationally, 56% of respondents believe Italy suffers from overtourism, though this figure drops to 28% when people are asked about their own city or region. In large metropolitan areas, however, the perception mirrors the national average at 58%, with Florence, Rome, and Naples identified as the cities where the issue is most deeply felt.

Notably, smaller cities tend to express a more positive outlook. In Verona and Cagliari, for instance, 70% and 73% of residents respectively view tourism as a clear driver of economic growth. In contrast, just 49% of Romans and 51% of Florentines share this view. Florence, in particular, emerges as one of the most tourism-sensitive cities in the country. The report highlights widespread concerns in the Tuscan capital over the closure of historic businesses, loss of authenticity, and depopulation of the historic center.

Short-term rentals, one of the flashpoints in the debate, are viewed more negatively than positively by Italians. Nationally, 35% see them as a problem, with the number rising in cities like Verona (52%), Florence (40%), Rome (38%), and Milan (38%). Many respondents support recent efforts to regulate the sector more strictly, including the Interior Ministry’s decision to ban key boxes and self check-in systems, which are seen as incompatible with public safety due to the lack of guest identity verification.

The results underscore a growing demand for local administrations to take action—not only by improving transportation and tourist flows, but also by curbing the spread of short-term rentals and protecting access to housing for residents. For cities like Florence, already at a tipping point, the message is clear: a more sustainable approach to tourism is urgently needed.

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