Leading Italian regions for wedding tourism 2019, by market share

Wedding tourism mainly refers to individuals who travel for the purpose of getting married or taking part in a wedding. In 2019, Tuscany registered the highest market share of the wedding tourism sector in Italy (25 percent). Campania and Lombardy followed in the list. As of the survey period, these regions had a market share of 15 and 14 percent respectively.

Turnover of the wedding tourism in Tuscany

From 2014 to 2018, the turnover of the wedding tourism sector in Tuscany rose steadily. This region recorded an increase of roughly 53 million euros over the period considered. Overall, wedding tourism in Italy generated a turnover of approximately 540 million euros as of 2019.

Distribution of wedding tourists in Italy and most popular locations

In 2019, tourists from the UK accounted for almost a quarter of all couples traveling to Italy to get married. In fact, roughly half of the tourists getting married In Italy came from just three countries: UK, U.S. and Germany. As of the same year, data show that villas and historic houses were the most popular locations for international weddings in Italy.