Italy
Shop Italy, in Italy!
Italy is poised to become a leading destination for shopping tourism, with a surge in shopping venues, rising tourist spending, and a growing number of dedicated projects. By 2025, the country is set to boast nearly 100 outlet villages and department stores, comprising 28 outlet villages and 71 department stores. This development positions Italy as a prime choice for tourists seeking shopping vacations, both domestic and international. Since 2003, Italy has seen the establishment of 24 outlet villages, averaging more than one opening annually. Notably, plans are underway for the restyling of a center in Rome in 2024 and the opening of a new venue in Sardinia in 2025.
In terms of shopping streets, Milan’s Via Montenapoleone has ascended to second place globally in retail value per square meter. This underscores Italy’s allure as a premier shopping destination. In 2023, Italy attracted 2.1 million tourists specifically for shopping vacations, indicating a growing interest in its retail offerings.
Ivana Jelinic, President and CEO of the Italian National Tourist Board (ENIT), highlights the symbiotic relationship between tourism and shopping, emphasizing the opportunity to showcase the breadth of Made in Italy products. She stresses the importance of aligning tourism offerings with Italy’s cultural identity and leveraging integrated packages to promote the Italian lifestyle. Jelinic underscores the strategic significance of shopping-related tourism for Italian economic development, advocating for policies that enhance access to shopping circuits, improve infrastructure, and foster collaborations with global brands. Targeted marketing initiatives, tax incentives, and industry partnerships are identified as key drivers of shopping tourism, with the introduction of Tax Free Shopping services expected to further boost inbound flows.
A study by the Italian National Tourist Board focusing on the Canadian and U.S. markets reveals Rome, Milan, Naples, Venice, and Florence as the top cities associated with shopping among North American tourists. Additionally, smaller centers like Bologna and Genoa have garnered interest. The survey underscores the strong inclination of North American visitors to purchase Italian products, particularly gastronomy and fashion items, with 91% expressing a willingness to buy. This highlights the significant potential for North American tourists to contribute to Italy’s shopping tourism sector.
Overall, Italy’s strategic focus on shopping tourism, coupled with efforts to enhance visitor experiences and promote local products, positions the country as a leader in the global retail landscape. By capitalizing on its cultural heritage and fostering collaboration across sectors, Italy is poised to realize the economic benefits of a thriving shopping tourism industry.
