This summer of 2025 in Italy – and particularly in Rimini and Romagna – there is talk of a ‘tourism crisis’, mainly due to a number of economic and social factors that are changing the way Italians (and, to some extent, foreign visitors) spend their holidays.
The main problems are:
Decline in the purchasing power of the Italian middle class: Many Italian families are being forced to cut back on both the length and the quality of their holidays, doing without the long holidays typical of the past and opting instead for short breaks, mainly at weekends.
Salaries have remained static, the cost of living is high and extra expenses (such as eating out and transport) have gone up, making it difficult to afford more than three or four consecutive days on the Riviera.
Drop in the number of Italian holidaymakers: According to various analyses, the percentage of Italians planning to go on summer holidays has fallen from 76% in 2024 to 72% in 2025, partly for financial and family reasons.
Many resorts are only busy at the weekends, but remain empty on weekdays, with beaches and hotels virtually deserted even in the high season.
The impact of foreign tourism: In resorts such as Rimini, the decline in Italian visitors is only partly offset by foreign visitors, who, however, often seek higher-quality services and stay for just a few days. There is also a noticeable fragmentation in visitor numbers: more tourists, but for shorter stays.
Rising costs and prices that are no longer quite so competitive: Although Rimini and the Romagna region remain among the most ‘affordable’ destinations in Italy, hotels and services have seen price rises compared to the past, and extremely low-priced offers (such as rooms at 15 euros a night) risk damaging the destination’s image in the market.
‘Getaway’ holidays and tourists spending less: Rather than long holidays, there is a growing trend towards ‘getaway’ trips (long weekends or a maximum of three nights). People are spending less whilst on holiday and looking to save as much as possible, making the tourist season unpredictable (very crowded only at long weekends and on Saturdays and Sundays).
Outdated facilities and infrastructural limitations: The range of accommodation on offer in Rimini and along the Romagna Riviera remains extensive, but often consists of outdated hotels and infrastructure that struggle to keep pace with the expectations of new tourist groups, particularly foreign visitors.
In short, this summer’s crisis in tourism is not a total lack of visitors, but rather a concentration of visitors at weekends and a sharp reduction in holiday spending, duration and quality, due to an underlying economic crisis in Italy, rising prices and a change in household habits. Rimini and the Romagna region, known as the realm of the ‘average’ holiday for the ‘middle class’, are feeling the impact most acutely precisely because they reflect this social change.
How has the crisis facing the Italian middle class changed people’s holiday habits?
Shorter and less frequent holidays: Due to a decline in purchasing power, Italian families are opting for shorter breaks than in previous years, often limiting themselves to a long weekend or a few consecutive days at the seaside or in the mountains, rather than the traditional one- or two-week holidays.
Greater focus on saving money: there is a constant search for special offers, promotions and low-cost options. This translates into last-minute bookings, opting for more economical accommodation (such as B&Bs, self-catering flats or campsites) and a sharp cut in ancillary expenses (restaurants, attractions, shopping).
Rise in ‘hit-and-run’ tourism: Holidays are often broken up, with people favouring short stays at weekends or over long weekends rather than long, uninterrupted periods. This leads to a high concentration of tourists at weekends and fewer visitors on weekdays, with the risk of ‘spikes’ in seasonality.
Reducing spending whilst on holiday: Even when you set off, you tend to save money once you arrive, by limiting your spending on dinners, guided tours and paid activities, and by choosing places where you can cook or do your own shopping.
Choosing the nearest destinations: To keep costs down, there is a growing preference for destinations that can be reached by car or other personal transport, thereby limiting long journeys or expensive flights. As a result, many people are choosing regional or neighbouring destinations.
Keeping an eye out for deals and being flexible: Many families readily change their destinations or dates depending on the deals they find, showing less loyalty to a particular destination than in the past and making last-minute plans.
These trends are a direct response to rising costs, economic uncertainty, stagnant wages and inflation, which have eroded the Italian middle class’s spending power, thereby reducing both the quality and quantity of traditional holidays.
Some tourism figures and forecasts for 2025
In the first few months of 2025, tourism in Emilia-Romagna continued to show signs of growth, with an overall increase of 2.2% in arrivals compared with the previous year, reaching approximately 2.8 million visitors – including both Italians and foreign nationals – in the first four months. Total overnight stays exceeded 6.7 million, representing a growth of 1.7%. There was a significant increase in foreign tourism (+7.6% in arrivals and +7.5% in overnight stays), whilst Italian visitors saw a slight decline in both arrivals (+0.3%) and overnight stays (-0.8%). Non-hotel accommodation (campsites, B&Bs, holiday homes, farm stays) is growing strongly, with a +15.9% increase in arrivals and a +10.3% increase in overnight stays.
Focusing on the province of Rimini and the Romagna region in general, the first half of 2025 saw around 1.6 million tourists and 5.2 million overnight stays in Rimini, which remains the region’s leading destination. However, between January and April, Rimini recorded a 3.1% fall in total visitor numbers and a 3.6% fall in overnight stays, with a more pronounced decline in Italian tourists than in foreign tourists. Some municipalities, such as Riccione and Bellaria, show a different trend: Riccione recorded a fall in overnight stays (-4.6%) but an increase in foreign visitor numbers (+3.5%) and foreign arrivals (+4.1%). Bellaria recorded significant growth in April (+15.9% in visitor numbers).
The province of Ravenna recorded the strongest growth in Emilia-Romagna in the first half of 2025, with a 10.5% increase in arrivals and a 9.3% rise in overnight stays, driven by destinations such as Cervia, which saw a 16.4% rise in arrivals and a 9.2% increase in overnight stays. The city of Ravenna saw a 4.3% rise in arrivals and a 10% rise in overnight stays compared with January–June 2024.
In summary, tourism in Romagna in 2025 is showing a mixed picture: whilst the province of Ravenna is experiencing significant growth, Rimini and some resorts along the Riviera are seeing a slight decline in the early months, particularly amongst Italian tourists, offset by an increase in foreign visitors and strong growth in non-hotel accommodation.
