First, initial assessments for the 2026 season of summer tourism in Tuscany. According to the survey conducted by the Florence Tourism Studies Center for Toscana Promozione Turistica on a sample of 765 accommodation businesses, estimated stays are up by 0.8%, for a total of about 27.5 million overnight stays and 6.8 million arrivals.
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Foreign tourists on the rise: 15 million overnight stays
Driving the result is especially the foreign component, estimated to increase by 0.9%, equal to about 15 million overnight stays. Italian demand confirms its resilience, with an estimated growth of 0.6% and about 12.5 million overnight stays.
The trend is positive both for hotel facilities, with an estimated growth of 0.7%, and for non-hotel accommodations, which show a +0.8%.
Mountains and hills drive Tuscan tourism
The results also differ among the various tourist products. The mountains are particularly attractive, registering the most significant recovery thanks to an estimated increase in stays of 4.9%.
Following are the countryside and hill areas, at +1.5%, and coastal locations, at +1.1%. Cities and art centers slow down, with an estimated variation of -0.2%, as do spa towns, at -0.8%.
French, Polish, and Czech among the most present tourists
Among foreign markets, Tuscany is particularly attractive to the French, Polish, Czech, and Belgian. Increases, albeit more modest, are also seen from Austria, the Netherlands, Scandinavian countries, Brazil, Switzerland, and Hungary.
Stays from the United Kingdom, Canada, and China remain stable, while declines are noted for some markets, including Spain, Germany, the United States, Japan, India, and Australia.
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High temperatures and new tourist choices
«The data gives us a positive but uneven picture – comments the regional councilor for economy and tourism Leonardo Marras –. Tuscany continues to be an attractive destination and the growth in stays, supported particularly by foreign markets, represents an important result.»
At the same time, according to Marras, the reduction in spending capacity and the slowdown of art cities show the need to work on the quality of the offer, visitor stays, and the distribution of flows.
High temperatures have also changed tourists’ choices, favoring coastal, hilly, and mountain destinations and strengthening interest in outdoor activities.
September starts on a positive note
For the month of September, bookings currently show an estimated growth of 0.2%, with over 6.5 million overnight stays expected.
However, there remain greater uncertainties for the last quarter of the year: 34% of operators fear a decline in demand, while only 8.6% expect further growth.
The challenge of de-seasonalization
«The September data is encouraging, but we look to the coming months with caution – concludes Marras –. We will continue to engage with businesses and territories to strengthen the competitiveness of the Tuscany destination, support de-seasonalization, and make tourism growth increasingly balanced and capable of generating value for the entire region.»
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