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Wedding Tourism in Italy Gains Popularity

News Italy has become a more popular destination for weddings. As a new study shows, the country’s wedding tourism segment had a truly magnificent year in 2018. Italy hosted as many as 8,700 events, reaching a tremendous turnover of more than 500 million euro.

Convention Bureau Italia commissioned a study that was conducted by Centro Studi Turistici di Firenze and presented on March 13. To collect information, the company used telephone interviews and more than 1,600 questionnaires. Now it is clear that not only hotels in Rome but also hotels in southern regions of the country and the Islands benefit from foreign tourists who come to celebrate their weddings in Italy. The country hosted as many as 8,791 foreign weddings last year, gaining more than 436,000 arrivals and over 1.5 million room nights. This is 6.8% and 7.4% higher than in 2017.

On average, foreign weddings had 49.6 guests per event and had a total expenditure of 56,890 euro. It should also be mentioned that modern weddings abroad tend to be longer so that they turn into short trips rather than one-day celebrations. As a rule, foreign guests rent luxury hotels and prefer warmer months. June and September are the most popular choices. Italy has also become a more popular destination for LGBTQ weddings – the growth of these weddings estimated 64% in 2018 compared to 2017. LGBTQ weddings account for 12% of the market at the moment.

Visitors from what countries prefer to celebrate their weddings in Italy? The United Kingdom is the leader here (28.1%), followed by the USA (21.9%). Countries ranked three to five are the following: Australia (9.4%), Germany (5.5%), and Canada (4.5%). An interesting fact: weddings of visitors from Scandinavian countries, the United Arab Emirates, and Indonesia were not many but they had a greater economic impact.

Tuscany hotels host almost a third of all foreign weddings (30.9%). In the list of other popular choices, there are Lombardy, Campania, Lazio, and Veneto. Sicily and Puglia showed strong growth last year. As a rule, foreign guests book luxury hotels for their weddings (31.9%), but many prefer to book castles, villas, holiday farms, and restaurants. People also become increasingly interested in weddings at beaches, in Alpine lodges and masserie. By the way, the growth of foreign weddings in Italy is mostly supported by online research. 23% of respondents used search engines to find contacts of wedding planners and 24.8% relied on social media.


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