Tuscany Leads Italy as Country Confirms Top Tourism Reputation

Italy has confirmed its position as Europe’s leading tourism destination for reputation, according to the 2024 European Tourism Reputation Index, compiled by the research institute Demoskopika. At the same time, Tuscany has overtaken Trentino-Alto Adige to become the highest-ranked Italian region in the Regional Tourism Reputation Index .

The data underline both Italy’s continued international appeal and Tuscany’s strong visibility and popularity among travellers.

Italy first in Europe

For the second consecutive year, Italy tops the European ranking, ahead of Greece and Spain. The index analyses the ten main EU destinations by tourist arrivals — including France, Germany and Spain — which together account for more than 84% of all arrivals in the European Union.

Italy scored 115.5 points overall in the 2024 edition. It ranked first for online search volume and destination popularity, and second for the quality and evaluation of its tourism offer, including accommodation, restaurants and cultural attractions .

The country’s weaker performance was in social media reputation, where institutional channels were assessed as less competitive than those of some other European destinations .

The European index was built on more than 11.8 million indexed web pages, around 17.8 million social media followers and interactions, and the analysis of approximately 667,000 tourism facilities and attractions .

Tuscany at the top among Italian regions

At regional level, Tuscany ranked first nationwide with 109.6 points, surpassing Trentino-Alto Adige (108.0) and followed by Sicily in third place .

According to the report, Tuscany’s performance was driven primarily by:

• its leading position in online popularity and interest,
• a strong second place ranking in the evaluation of tourism services, based on nearly 79,000 positively reviewed structures and attractions .

In the specific indicator measuring web popularity through Google Trends searches in the travel category, Tuscany achieved the highest average level of interest over time, ranking ahead of Calabria and Sardinia .

For Florence and other major Tuscan destinations, this reflects sustained international attention not only for heritage and culture, but also for hospitality standards and visitor experience.

Quality of the tourism offer

In the assessment of overall tourism quality — which combines restaurant reviews, accommodation ratings and cultural site evaluations from platforms such as TripAdvisor, Booking, Google Travel and Expedia — Trentino-Alto Adige ranked first, followed by Tuscany and Lazio .

The index methodology is based on a weighted average of three components: the Tourism Restaurant Index, the Hotel Quality Index and the Culture Quality Meter. Together, these indicators measure the reputation of destinations through online reviews and digital visibility .

What it means for Tuscany and Italy

The results confirm Italy’s central role in European tourism and highlight Tuscany as the country’s most competitive regional destination in terms of digital visibility, popularity and perceived quality.

For a region that includes globally recognised destinations such as Florence, Siena and the Tuscan coast, the ranking reinforces its international profile at a time when online reputation and data-driven travel planning increasingly influence tourist flows.

According to Demoskopika’s analysis, the ability to anticipate demand trends and interpret online signals is becoming a decisive factor in strengthening tourism positioning and economic impact .

As Italy prepares for another peak tourist season, the figures suggest that Tuscany remains at the forefront of the country’s tourism appeal — both in perception and in measurable digital performance.

(Cover photo by Johny Goerend via Unsplash)

❤️ Support Florence Daily News

If you liked this article, please consider supporting Florence Daily News.

We are an independent news site, free from paywalls and intrusive ads, committed to providing clear and reliable reporting on Florence and Tuscany for everyone.

Your support — whether a one-time gift or a regular contribution — helps us stay independent and keep telling the stories that matter.

Donate securely via Stripe below.