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FROM DATA TO DESTINATION: THE FUTURE OF URBAN TOURISM

In Berlin, we brought together destination leaders to share new impact research and discuss practical strategies for city, regional, and national tourism.

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The study was conducted by Professor Guido Guerzoni of Università Bocconi in collaboration with the research partner formules. It combined in-depth analysis of GetYourGuide’s 8.3 million bookings data with a survey of international travelers to assess the economic and social impact of experiential tourism in Italy.

GetYourGuide Unlocks Hidden Italy
GetYourGuide customers reach 95% of Italian provinces, exploring beyond tourist hotspots. This spreads tourism and reduces crowding in major cities.

Over half of the locations visited have fewer than 10,000 inhabitants.

Modern Explorers Spend More and Stay Longer
GetYourGuide customers spend €486 per day—four times the national average*—and stay over 8 nights.

Most extend their trips because of GetYourGuide’s choice of unique experiences.

* Based on data from ENIT, Bank or Italy and Unioncamere-ISNART (2024)

Modern Explorers Boost Local Economies
Each euro spent by our international customers creates €1.58 for Italy, totaling €9 billion in 2024.
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This impact extends well beyond major cities, supporting local businesses and bringing the benefits of sustainable tourism to communities across the country.
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Tourism must evolve from a model of volume to a model of value and value is not only economic, it is also social. Our role is no longer to be fishermen of tourists, but curators of demand: selecting and activating the types of visits that maximise positive impact on local communities.
Miguel Sanz
President European Travel Commision and General Director Turespaña
In many cities, the situation is not as bad as headlines suggest; the real issue is governance, regulation, and managing flows, not simply “too many tourists.
Barbara Jamison-Woods
President CityDNA and Head of London and Partners
GetYourGuide is undoubtedly one of the best allies against overtourism, because it creates curiosity and desire even for the most remote destinations.
Guido Guerzoni
formules CEO
Tourism is vital to Sevilla, so our goal isn’t less tourism but better-distributed tourism. We spread cultural events across neighborhoods and use heritage sites under strict protective rules, so visitors can enjoy the city while residents keep a high quality of life.
Paula Magarzo
International Promotion Executive, Seville City Office
For us, beating the crowds means redistributing visitors across times and places within a destination, so that demand is spread beyond the same peak hours and the same few hotspots.
Tao Tao
COO
GetYourGuide
In the age of AI, when we feel more disconnected than ever, I’m bullish on travel because people still want what we’re doing here: to get together, connect and have shared experiences.
Dan Christian
Moderator
Travel Trends Podcast

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