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ITALY UNCOVERED:
DRIVING SUSTAINABILITY

A new study, presented in collaboration with the Grande Brera, highlights the role of GetYourGuide in promoting sustainable tourism and its impact on the Italian 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 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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We have no excuses today: we have data, processing tools, and artificial intelligence. Data isn't just for reading the past, it's for understanding where we're heading and managing tourist flows instead of being overwhelmed by them.
Alessandra Priante
ENIT President
The data shared by GetYourGuide helps track tourist flows, and through the platform we can also share information that raises awareness among tourists, guiding them to visit the city in a respectful and conscious manner.
Jacopo Vicini
Florence Tourism Councillor
The collaboration between cultural and tourism operators is key to sustainable tourism that enhances heritage, prevents overwhelming sites, and offers authentic and respectful experiences.
Martina Almonte
Director of the Museums and Archaeological Parks of Praeneste and Gabii

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