Italy continues to attract huge demand, but its most popular destinations are approaching the limits of their tourist capacity. Accommodation structures, infrastructure, and local communities are under increasing pressure, while Turkey and Egypt have greater scope to expand their offerings. This is the scenario outlined by TUI CEO Sebastian Ebel in an interview with The Wall Street Journal, as reported by Il Sole 24 Ore.
In 2024, the European Union surpassed the 3 billion overnight stays mark — an all-time high — driven largely by international travelers. Italy accounted for approximately 458 million of these stays, behind Spain (500 million) but ahead of France (451 million).
(...)
Growth may migrate elsewhere:
Turkey and Egypt — along with Tunisia, Morocco, Croatia, and Albania — are no longer just economic alternatives; they have become competitors capable of developing new facilities and transport links. If Italy fails to expand and distribute its tourism capacity better, a portion of the growth in the Mediterranean market will inevitably benefit destinations that still have room to accommodate it.
