Tuscany among Italy’s top destinations for travellers with pets

A new study on pet tourism places Tuscany among the Italian regions considered most welcoming for travellers with dogs and cats, as the sector continues to grow in economic importance and reshape holiday habits across the country.

According to research by tourism consultancy Jfc, titled From prams to leashes: social change and the impact of pets on tourism, Italy’s pet tourism market could generate more than €9.5 billion in 2026, with a potential value of nearly €16 billion if barriers to travel were reduced. 

The report identifies Tuscany among the regions most appreciated by travellers with pets, alongside Trentino-Alto Adigeand Emilia-Romagna. Mountain and Apennine destinations are expected to be particularly popular during summer 2026, chosen by 35.4% of respondents surveyed by Jfc. 

The research highlights broader demographic and social trends behind the phenomenon. Italy now has around 20 million registered dogs and cats, more than double the number of children under the age of 14 who still typically travel with their parents. Across Europe, the study estimates there are nearly 198 million companion dogs and cats. 

Nearly four million Italian households are expected to take at least one holiday with a pet this year, generating more than 73 million tourist overnight stays and an estimated economic impact of €9.56 billion. Travellers will spend an average of 12.1 nights away from home and an additional €22.20 per day on their animals. 

Tuscany promotes “pet-friendly” tourism

The regional government has recently tried to position Tuscany more clearly within this market. During the 2026 edition of BIT, the international tourism fair in Milan, the region presented its new “Charter of Values for Pet Tourism”, aimed at encouraging more inclusive hospitality standards. 

The document is based on five principles — transparency, respect, safety, hospitality and harmony — and promotes clearer information for travellers, staff training, dedicated spaces and stronger local networks of services for visitors travelling with animals. Regional authorities describe the initiative as a way to adapt tourism services to changing family habits, with pets increasingly considered part of everyday family life. 

Booking difficulties remain common

Despite the sector’s growth, the study argues that much of Italy’s tourism industry still struggles to respond to demand from travellers with pets. Jfc says many hotels and destinations continue to focus heavily on “family-friendly” offers aimed at children, while dedicated services for animals remain limited or subject to extra charges. 

According to the survey, four out of ten Italians give up on travelling with their pets because of difficulties linked to booking and accommodation. Only 10.7% of respondents said they encountered no problems when organising a holiday with an animal. The main obstacles include finding accommodation that accepts pets, arranging suitable transport and locating restaurants or public spaces where animals are allowed. 

The report also notes that some local policies risk discouraging the sector. It cites the proposal — later withdrawn — to introduce a daily tourist tax for dogs in South Tyrol as an example of measures viewed negatively by pet owners.

(Photo by Eric Ward via Unsplash)

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