Italy’s famous art cities remain powerful tourist magnets, but the country’s smaller towns are rapidly gaining ground. In summer 2026, travelers are increasingly choosing historic villages, rural communities, and lesser-known destinations in search of longer stays, local experiences, and relief from overcrowded urban centers.
An analysis of more than 7,300 bookings found that the average stay in Italian villages increased from 2.35 days in 2025 to 3.44 days in 2026 – a 46% rise. Average spending per reservation climbed even faster, jumping 74% from €269 to €469.
