A Deloitte study revealed that the most beautiful villages in Italy attract around 9 million visitors each year, contributing over 5 billion euros to the Italian economy. In 2022, there were over 8.8 million visitors to these villages, resulting in approximately 21.5 million overnight stays. Around 37% of the visitors are international, while 32% are day visitors. The direct spending in Italy from tourists in these villages is estimated at about 4.6 billion euros, with an additional indirect and induced expenditure of over 9 billion euros. This generates a total overall expenditure of approximately 13.8 billion euros in Italy.
The study also found that tourism in these villages supported over 90,000 jobs in 2022 and had a positive impact on tax revenues amounting to more than 2.3 billion euros. The most impacted sectors benefiting from this tourism are accommodation and catering, commerce, and transport. The villages certified by the Association “The most beautiful villages in Italy” through a rigorous evaluation process are currently 362, with the highest number of villages located in Marche, Umbria, and Tuscany.
Despite the economic and social impact, these villages are facing a challenge of depopulation, with a much greater reduction in population compared to the national average. From 2011 to 2021, there was an average reduction in the resident population of -4.2% in these villages, compared to -0.7% on a national level. The study predicts that this trend will continue, with an average reduction in population of -4.4% in the villages compared to -2.8% in Italian municipalities by 2030.
In recent years, there has been a significant growth in ultra-broadband coverage in these villages, with 63.9% now having “Fiber to the Home” coverage. This infrastructural development has allowed more workers to stay in the villages and work remotely, especially after the Covid-19 pandemic. A research study indicated that a significant percentage of workers are willing to move to isolated areas or small towns, which aligns with the increased digitalization of companies in these regions.
Overall, the study highlights the economic, social, and technological transformations occurring in the most beautiful villages in Italy, underscoring the need for continued development and innovation to sustain these unique and culturally rich destinations.