
ENIT AT THE ARABIAN TRAVEL MARKET IN DUBAI
Rashad Iskandrni
· Italy
is one of the world's top destinations for luxury travel, weddings, shopping
and cultural tourism
· In
2025, some 965,000 arrivals are expected in Italy from the Middle East, up
21.1% on 2024, with over 310,000 from the UAE (the region’s largest market)
alone
· Italy
is also an online and social network leader, with over 3,300 social media
mentions and 1,400 web mentions in the last month, confirming Italy’s excellent
reputation in the high-spending Middle Eastern markets
Rome/Dubai, 30
April 2025 The Italian Tourist Board (ENIT) is
participating in the Arabian Travel Market (ATM) trade
fair in Dubai, a landmark event for inbound and outbound
travel in the Middle East, an
industry generating over 21 billion euros each year on average. More than 47,000 visitors and over 2,600 exhibitors from 161 global
destinations are expected at this 2025 edition (scheduled from 28 April to
1 May). The common theme of the event is digital
transition as a development tool for
tourism, highlighting the importance of connectivity in shaping the future
of this industry.
Figures show how much this
geographical area clearly appreciates Italy. As demonstrated by airport flows during the January-December 2025 period, Italy is expected to clock up 964,440
arrivals from Middle Eastern markets, with an overall growth of +21.1% compared to the previous year. The number
expected from the United Arab Emirates
alone (the area's number one market of origin into Italy) is 310,302 arrivals, accounting for 32.2% of the total, with growth of over 16% on 2024. The main
reasons for travelling are personal, with holidays
accounting for 37.5% of the total and 83%
of tourists from this area choosing art cities as the destination for their
visit.
Another reason for travelling to
Italy from Dubai and Abu Dhabi are luxury and high-end shopping. Indeed, Italy is also number one in the world ranking for luxury travel
destinations as forecast for 2025, confirming its status as a landmark
destination for international wedding ceremonies, with 15,100 foreign couples choosing Italy (+11.4%). Italy ranks first
for family travel and also as a honeymoon
destination[1],
followed by Hawaii and Costa Rica for family travel and Greece and Bali for
honeymoons. Shopping tourism attracts
2.1 million people, confirming Italy’s appeal in this segment as well.
Italy has a strong online presence, with over 3,300 mentions on social media and 1,400 on the web in the last
month, proving what excellent visibility it enjoys compared to its
competitors. Furthermore, the country receives the highest positive sentiment (83%), compared to 63% for France and 76% for Spain, and is the top country for
social media likes (over 1 million as at March 2025) with good production
of user-generated content. Italian tourism and culture is the most discussed topic (44% of mentions on the web and 67% on social media).
“Our country’s image is growing from
strength to strength, as the figures best testify. Italy not only excels in art
and history but also tops the charts for luxury tourism and shopping. By
diversifying our offer, we can harness the full potential of our various areas,
actively contributing to the growth of the country, attracting visitors from
abroad and allowing them to discover our excellence”, comments Ivana Jelinic, ENIT’s CEO.
“Participating in the Dubai ATM is a
key opportunity for Italy to consolidate its position in the luxury tourism
market and promote the country’s extraordinary beauty. The Meloni government’s
decision to lower the tax-free shopping threshold will further drive this
segment, making Italy even more attractive to visitors seeking luxury
experiences. Motivated by already growing figures, we are striving to increase
the number of arrivals and overnight stays even further, aided by the new ITA
Airways flight to and from Dubai which has strengthened connectivity between
the two countries.
“We are investing in even
higher-quality tourism by improving the services we offer, to make Italy even
more attractive to high-spending markets. Focusing on the digital transition is
crucial in order to attract new visitors and meet the needs of an increasingly
connected and informed public. We are confident that the figures we have seen
will mark a year of significant growth for Italian tourism, confirming Italy’s
position as a global leader in the industry”, says Gianluca
Caramanna, Advisor to the Ministry
of Tourism for institutional relations.
ENDS