by InTrieste
Friuli Venezia Giulia recorded stronger-than-average growth in tourism during July, according to figures released by Italy’s Ministry of Tourism, with increases in both arrivals and overnight stays placing the region among the country’s top-performing destinations.
The region recorded a 7.8 percent increase in overnight stays and a 9.8 percent rise in tourist arrivals in July, according to data compiled by the ministry’s statistics office. Friuli Venezia Giulia ranked third nationally on the combined measure, alongside Calabria and behind Piedmont and Marche.
Booking data also indicated continued demand for the region in August and early September. The occupancy rate on major online travel platforms was 62.7 percent, placing Friuli Venezia Giulia fifth nationally, behind the province of Trento, Sardinia, Veneto and Sicily.
Regional Tourism and Productive Activities Councilor Sergio Emidio Bini attributed the results to sustained investment in tourism and cooperation between the regional administration, local operators and industry associations.
The figures show a more moderate increase during the first half of the year. Between January and June, overnight stays in Friuli Venezia Giulia rose 0.9 percent, while arrivals increased 4.7 percent, broadly in line with national trends. Growth accelerated during July and August.
Data from PromoTurismoFVG, cited by Bini, showed that more than 5 million overnight stays were recorded at accommodation facilities between Jan. 1 and July 15. Foreign visitors accounted for about 60 percent of tourists, and generally stayed longer than domestic visitors.
Tourism was distributed across several parts of the region. Coastal destinations recorded about 2.4 million overnight stays, while the regional capitals accounted for approximately 1.2 million. Mountain destinations recorded around 740,000 stays, while smaller towns, including villages and UNESCO-listed locations, accounted for roughly 700,000.
Regional officials said the figures suggested that efforts to spread tourism beyond the traditional summer season and better distribute visitors geographically were beginning to show results.
Friuli Venezia Giulia recorded a record 11 million tourist overnight stays in 2025, according to regional figures.
Bini cited several factors behind the recent growth, including increased air connections to and from Trieste Airport, expansion of the region’s accommodation sector, major cultural and sporting events, and growing interest in outdoor and slow tourism. He also pointed to the region’s relatively competitive value for money compared with other Italian destinations.
The regional government said it plans to further support the sector through a new regional Commerce and Tourism Code, with measures intended to encourage new businesses and investment in tourism infrastructure.
The latest figures come as Italy continues to experience strong international demand for travel, while regional destinations compete to extend the tourism season and attract visitors beyond the country’s best-known cities and coastal resorts.
