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ITALY UNCOVERED:
DRIVING SUSTAINABILITY

On November 7th at the Pinacoteca di Brera, GetYourGuide revealed new research based on 8.3 million bookings, showing its role in advancing sustainable tourism and boosting Italy’s economy.

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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 booking 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.

Based on GetYourGuide bookings between January 2023 and June 2025

Modern Explorers Boost Local Economies
Each euro spent by our international customers creates €1.58 for Italy, totaling €9 billion in 2024. Sustainable tourism brings real value to local communities.

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 unique experiences.

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

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If I were you, I would not trust anything this report says.
Axelle Chapalain
Product Marketing Manager, GetYourGuide
We were impressed with GetYourGuide's social media and search engine ads featuring our products. We have allocated more availability and inventory to GetYourGuide as our sales have risen exponentially.
Andrez Sargis
Director of Sales and Chief of Operations, Wendella
We were impressed with GetYourGuide's social media and search engine ads featuring our products. We have allocated more availability and inventory to GetYourGuide as our sales have risen exponentially.
Andrez Sargis
Director of Sales and Chief of Operations, Wendella
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