Open-air tourism in Tuscany tops 10 million stays in 2025

Open-air tourism in Tuscany recorded more than 10 million overnight stays in 2025, confirming a steady recovery and consolidation of the sector, according to data presented in Florence by the Centro Studi Turistici (Tourism Studies Centre) and Faita Federcamping Toscana.

The region’s 236 campsites and holiday villages registered 1.68 million arrivals (+0.9% compared to 2024) and 10.1 million overnight stays (+0.7%), with an average stay of around six nights. This marks the fourth consecutive year above the 10 million threshold.

International demand drives growth

The increase was mainly supported by international visitors, whose presence rose by 1.2%. Travellers from continental Europe accounted for the largest share, with Germany as the leading market (39.6% of foreign stays), followed by the Netherlands (22.1%).

Despite this, Italian tourists still represented the majority, accounting for 55.4% of total stays.

Visitor satisfaction also improved, with the Net Promoter Score—a measure of how likely guests are to recommend a destination—reaching 69.2 points, the highest level in the past five years.

A sector strengthened after the pandemic

Regional officials described open-air tourism as an increasingly important component of Tuscany’s tourism offer, noting that the sector has expanded and improved its quality in recent years, particularly after the Covid-19 pandemic.

Campsites and holiday villages have adapted to changing demand, offering upgraded facilities and services that appeal to both international travellers and families looking for longer stays in natural settings.

Moderate growth forecast for 2026

Looking ahead, forecasts for 2026 indicate further growth, estimated between +1.4% and +1.8%, although operators point to ongoing international uncertainties.

Early booking trends remain positive, especially from northern European countries such as Germany, the Netherlands and Switzerland. At the same time, higher travel costs—particularly for air transport—may encourage more short-distance travel.

As a result, industry observers expect a renewed increase in domestic tourism, with more Italian visitors choosing to stay within the country. Tuscany, already well established as a destination for both domestic and international travellers, is likely to benefit from this shift.

(Cover photo: Scott Goodwill 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.