ROMA (ITALPRESS) – Florence dominates for tourist shopping: 42% of the visitors of the city enter the shops, in Milan 38%, in Naples 35.8% and in Rome 33.8%. But when you look at the average receipt, the primacy passes to Milan, where every tourist spends on average 184 euros. Follow Florence with 168 euros and Rome with 162, while Naples closes the ranking with a lower expense, equal to 110 euros.
Rome is the most attractive destination for international customers: 34% of tourists in the shops arrive from abroad, followed by Milan (32%), Naples (21%) and Florence (19%). These are the main data of the Confcommercio and Format Research focus on the impact of tourist flows on sales. To push the purchases of foreigners is above all made in Italy: the great brands of Italian high fashion remain the first choice for 57.7% of tourists, up 2.1 percentage points compared to 2025.
Increasing interest in local handicraft products, chosen from 23.8% of buyers, signals an increasingly demand oriented towards identity, authenticity and quality of the territory.
Giulio Felloni, president of the Italian-Confcommercio Fashion Federation, underlines how “for almost six out of ten stores sales are online or better than the same period of 2025. The most performing results are concentrated in cities and areas with a strong tourist vocation, where shopping tourism has become evident. Tourism and sales confirm a winning combination, further strengthened by business tourism linked to the great trade fairs and international events of fashion, such as Pitti, Milano Unica and Milan fashion week. A tourism, therefore, that evolves from that leisure beginning year to that ‘bleisure’, capable of combining work and leisure, which continues to support consumption in physical shops”.
-Photo IPA Agency-
(ITALPRESS).
