Shopping Tourism in Italy

Italy is confirmed as a leading destination for shopping tourism, offering a unique experience that combines a rich cultural heritage with excellent products. In 2023, an estimated 21 million shopping tourists visited the country, up 7% on 2019.

The facilities for Italian shopping tourism are varied and high quality, ranging from 26 outlet villages across the country to renowned department stores and iconic shopping streets such as Milan’s Via Montenapoleone. More than 1300 historic workshops in 10 cities also testify to a tradition of craftsmanship and trade dating back centuries.

The sector is currently undergoing a phase of renewal and innovation, with major investments in travel retail at airports and railway stations, and a growing focus on sustainability and local area development. Food courts are emerging as new attractions, combining dining experiences with shopping.

Data on tax-free shopping highlights the important role played by the international market, with the US, Gulf countries and China leading the ranking in terms of spending. The post-pandemic recovery is all too clear, with tax-free shopping in Italy recovering by 119% compared to 2019.

Major sporting events such as the ATP Finals in Turin and the Ryder Cup in Rome have demonstrated the potential of shopping tourism as an economic driver, generating significant benefits for the area.

Italy is adapting to new trends in the sector, increasingly digitising its offering, particularly in travel retail, and focusing on a customer experience that transcends the simple act of purchasing.

_{Source: Risposte Turismo - Shopping Tourism Italian Monitor 2024}

Below, you can find out more about shopping tourism in Italy thanks to content and information made available by Italy’s Regional Governments, unveiling the unique qualities and excellent products of each local area.