Tuesday, March 18, 2025 Spain continues to dominate as the leading destination for international travel in Southern Europe, expected to capture 33% of the region’s total travel demand during the first half of 2025. Italy follows closely, forecasted to secure 27%, while Greece ranks third with a share of 8%. These insights stem from a detailed analysis conducted by Mabrian in partnership with The Data Appeal Company – Almawave Group.
The study employs the Share of Searches Index to assess traveler preferences, complemented by sentiment data from online reviews. The results highlight a clear shift in traveler behavior, with an increasing focus on urban experiences. Rome and Milan continue to lead Italy’s tourism landscape, together accounting for 61% of all international travel searches at the start of 2025.
Rome has experienced a notable rise, increasing by 4.4 percentage points and now representing over 33% of the total search demand. Milan is quickly closing the gap, with a 2.
9 percentage point gain, reaching 28%. Other key cultural cities like Venice, Florence, and Turin are also seeing a rise in demand. Venice, now the third most searched Italian destination, holds 6.
7% of the international travel search share, signaling a shift toward exploring smaller yet culturally rich cities. The report “Where is the World Traveling in 2025?” not only highlights Rome and Milan but also points to Madrid and Lisbon as some of the fastest-growing urban destinations globally for.