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Italian Tourists in Germany: Art and Culture Driving Travel Growth
Germany continues to attract a growing number of visitors from Italy, with cultural tourism and city travel playing a major role in this trend.
According to tourism data shared by the German Tourist Board in Italy, Italian travelers generated more than 3.4 million overnight stays in Germany during 2025, out of a total of approximately 83.8 million international overnight stays.
The Italian market is considered particularly valuable because it consists largely of returning visitors. Around 69 percent of Italian travelers visiting Germany are repeat tourists, demonstrating strong long-term interest in the destination.
Profile of the Italian Tourist
The data presented during a tourism event in Milan also reveals the geographical distribution of Italian visitors.
- 52 percent come from Northern Italy
- 20 percent come from Central Italy
- 28 percent come from Southern Italy
City tourism is the most popular travel style among Italians visiting Germany, accounting for about 52 percent of trips. Another 24 percent prefer itinerant travel, exploring several destinations during one journey.
Over time, the average duration of stays has gradually increased, reaching approximately 5.2 days in recent years.
Culture and Art as Key Attractions
Italian travelers are especially attracted by cultural activities, historical landmarks, museums and artistic events.
According to tourism officials, the diversity and quality of cultural offerings in Germany are particularly appealing for the Italian market. Visitors from Italy tend to prioritize experiences related to art, music, architecture and cultural heritage.
Rapid Growth of Rail Travel
While air travel remains the primary means of transportation between Italy and Germany, rail travel has shown remarkable growth.
In 2024, trains represented only about 7 percent of travel between the two countries, but this segment recorded an impressive 140 percent increase compared to the previous year.
This growth is expected to continue with several new rail routes planned for the coming years.
Among the new connections expected:
- A seasonal Munich–Ancona train route along the Adriatic coast between May and October 2026
- A high-speed Frecciarossa connection between Milan, Rome and Munich planned for December 2026
- A future rail link between Rome and Berlin planned for 2028
- A European Sleeper night train connecting Cologne and Milan starting from September
Cultural Destinations: Bayreuth and Munich
During the Milan event, tourism representatives from Bayreuth and Munich presented their cultural offerings to the Italian market.
The city of Bayreuth will celebrate the 150th anniversary of the famous Wagner Festival in 2026, one of the most prestigious classical music festivals in Europe.
The destination has also been included among the 52 places to visit in a recent international ranking by the New York Times.
Meanwhile, Munich reported strong growth in the Italian market during 2025. Italy became the second largest non-German-speaking tourism market for the city after the United States.
Overnight stays by Italian visitors increased by 12.3 percent, while arrivals rose by 10.8 percent.
New Tourism Strategies
Munich Tourism has launched new promotional strategies designed to reduce pressure on the historic city center and encourage visitors to explore other neighborhoods.
Through the campaign "Simply Local", tourism authorities are promoting alternative routes and experiences outside the traditional tourist areas, often guided by local ambassadors who introduce visitors to authentic parts of the city.
This approach aims to create a more balanced tourism experience while offering visitors a deeper connection with local culture.
Frequently Asked Questions
How many Italians travel to Germany?
Italian visitors generated more than 3.4 million overnight stays in Germany in 2025.
What attracts Italian tourists to Germany?
Art, culture, historic cities, museums, festivals and music events are among the main attractions.
Are Italians repeat visitors to Germany?
Yes. Approximately 69 percent of Italian travelers visiting Germany are repeat visitors.
Will train travel between Italy and Germany increase?
Yes. Several new rail connections are planned, including high-speed trains and new night train services.
