Liguria, the picturesque region along the Italian coastline, has been experiencing for the last two years a surge in the number of tourists, most of whom are driven to its capital, Genoa. As far as it can be observed, this growth is not without its complexities: a substantial rise can be especially seen during late winter and spring, a testament to the government’s strategic efforts to enhance its appeal beyond the traditional tourist season, diversifying and extending the region’s appeal throughout the year. On the other hand, the hotel industry has encountered great difficulties grappling with the challenges caused by the spread of short-term facility rentals, which should soon be sorted with the introduction of new regulations limiting the overuse of Airbnb for trips of two nights minimum and weekends.
The Tourism Department of the Region offers some insights into this boost of popularity: while in 2022, a historic milestone had been reached, with Genoa welcoming over 2 million visitors, the momentum appeared to continue into the first seven months of 2023, with 1.3 million tourists choosing the Ligurian capital for their stay, reflecting an impressive 11% increase compared to the previous year. Expanding the scope to the whole region, the figures showcase a robust growth of 3.65%, totaling an impressive 12 million visitors, during the same period. La Spezia province leads the charge with a remarkable 6% increase, followed by Genoa at 5.98%, Imperia at 5%, and Savona, the lone exception, experiencing a slight decrease of 0.1%.
The summer months, often a litmus test for tourist destinations, have proven promising for Genoa, although increases remained more modest. Following August’s record-breaking performance with 74,000 visitors, September maintained the positive trajectory: the first half oversaw an additional 115,600 sightseers. The regional authorities underscore this surge mainly from the noticeable increase in foreign tourists. In contrast, there is a decline of 1.4% in Italian vacationers, probably due to price increases caused by inflation.
Governor Giovanni Toti highlights the region’s positive trend, stating the season is now extending from summer into autumn and yielding satisfactory results. These figures prove that the region’s tourism landscape is evolving into a place appealing to a global audience, making it a compelling destination on the world map.
Thus, which countries are all these visitors coming from?
Germany and France stand tall, maintaining their coveted positions at the summit of the attendance list. Germany boasts a 7.82% growth, welcoming 1.04 million travelers, while France had a noteworthy 7.06% increase, drawing in 797,000 people. Yet, stealing the spotlight in this international affair are American tourists, with a 28.74% surge in visits. Their numbers skyrocketed from 288,000 in 2022 to an impressive 371,000, painting a vivid picture of the enduring allure Liguria holds for visitors from the United States. Not to be outdone, Australians join this global symphony of wanderlust with a surge of 182.77% in visits.