Italy
country profile
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April 2026
As per the Azerbaijan Tourism Board’s classification, Italy falls under the Growing Connection Markets, showing consistent year-on-year growth in tourist arrivals, with numbers reaching a new peak in 2025. While not yet among the top source markets, Italy presents clear potential due to the increasing interest of Italian travelers in culture, gastronomy, wellness, and nature-based experiences. Their above-average spending, preference for authentic and high-quality travel, and increasing use of digital planning tools make them a valuable emerging segment. Strengthening visibility and partnerships in this market can contribute to long-term, sustainable growth in Azerbaijan’s inbound tourism.
Italian travelers span diverse age groups, with key segments including couples, families with children, solo travelers, and people aged 55 and above. Couples and families often take 1–3 holidays per year, with a strong preference for domestic beach vacations or cultural city breaks. Younger Italians (under 40) are more likely to travel solo or with friends, seeking short getaways and experiential tourism. Seniors, particularly those aged 60–75, tend to travel with partners and prefer organized group tours, wellness retreats, or religious pilgrimages. Across all age groups, there is a growing interest in slow tourism and travel that emphasizes authenticity, comfort, and local experiences. When it comes to travel planning, 51.53% of Italian travelers prefer the flexibility of booking services separately using price comparison websites—an approach that is common for both domestic and European trips. However, for destinations outside of Europe, they tend to favor all-in-one travel packages that include both flights and accommodation. As for lodging choices, the majority (58.87%) prefer to stay in 3- or 4-star hotels, while 45.13% opt for bed and breakfasts.
According to ISTAT and market analyses, Northern Italians tend to travel more frequently, prefer longer trips, and show greater interest in organized, long-haul, and culturally rich destinations, often using collective transport such as flights and trains.
Southern Italians, on the other hand, travel less frequently, prefer shorter, budget-friendly trips closer to home, favoring destinations like Albania, Puglia, and other Mediterranean regions, typically using private cars and staying in private accommodations.
Online search data confirms these trends, with Sardinia ranking as the top domestic destination for Northerners, while Puglia leads for Southerners. Internationally, both segments show growing interest in Albania, Greece, Egypt, and the United States.
In 2024, Italy’s outbound tourism expenditure grew by 4.5 per cent, to €33 billion, mainly driven by a growing number of travelers, while average daily spending rose modestly. The average spending per outbound trip by an Italian traveler in 2024 was approximately €585
In 2024, the average duration for an Italian outbound trip shifted to 8.2 nights, a slight decrease from the 8.8 nights recorded in 2023.The longest durations were recorded for long-haul destinations such as Oceania (25.2 nights), the Caribbean and South America (14.4 nights), and non-EU European countries (13.7 nights).
Between 2014 and 2019, the number of Italian tourists visiting Azerbaijan showed a steady upward trend, rising from 9,605 to 12,215 visitors. However, the global COVID-19 pandemic caused a dramatic decline in 2020, with arrivals plummeting to just 2,813, followed by only a modest recovery to 3,493 in 2021. By 2025, the upward momentum culminated in a record 15,445 arrivals, surpassing the 2019 level by more than 26%.
Source: State Migration Service
For Italian tourists, Azerbaijan is predominantly a leisure destination, with 63% of visitors coming for rest and recreation. Business travel is also significant, accounting for 32% of arrivals, reflecting strong economic and professional ties.
In addition to Azerbaijan, Italian tourists show increasing interest in other destinations across the Caucasus and Central Asia, particularly Georgia, Uzbekistan, and Kazakhstan. These countries offer a rich combination of cultural heritage, historical Silk Road cities, and diverse natural landscapes that align with the preferences of Italian travelers seeking authentic and immersive experiences. Georgia attracts visitors with its ancient Christian monuments, traditional gastronomy, and renowned wine regions, while Uzbekistan appeals through its well-preserved historical centers such as Samarkand and Bukhara, key points along the Silk Road. Kazakhstan, with its vast steppes, mountain ranges, and emerging ecotourism offerings, draws Italians interested in adventure and nature-based tourism.
In 2025, Italian tourists spent an average of 2,001.32 AZN per person during their trip to Azerbaijan. The largest portion (49%) was allocated to transportation, followed by accommodation (18%), food (18%), and purchasing gifts or souvenirs (9%).
The majority of Italian travelers stayed in Azerbaijan for short to moderate periods. 52% spent 1–3 nights, and 32% stayed for 4–7 nights. Another 9% extended their stay to 8–14 nights, while only 4% stayed for longer durations, showing that visits are typically brief yet immersive.
Excluding Baku, the top regions for Italian tourists in Azerbaijan are Gabala, Guba, Shaki, and Gusar.
Italian tourists exhibit a strong preference for a variety of cultural and natural experiences connected to the ATB product sub-categories of historical buildings, monuments, museums, galleries & libraries, theatres, cultural & opera houses, and hiking.
Products of Azerbaijan that connect to the Italian market can be grouped into “Fits all” – products that all first-time visitors should see or experience, “Add-ons” – products that can be seen or experienced with longer or repeat visits, and “Tailored” – products that are considered of specific relevance to the market.
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Fits all |
Add-ons |
Tailored |
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Monuments |
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Historical Buildings and Sites |
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Hiking |
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Museums, Galleries & libraries |
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Ethnic & Cultural Villages |
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Arts & Crafts
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