Spring 2026 will also be strong, but summer is off to a cautious start.
Councilor Santini: “The goal is to stabilize the numbers and not chase further records. We’re always working on quality.”
Tourism in Lucca continues to grow in a balanced and sustainable manner. The final data for 2025 confirms a further increase in traffic compared to the previous year, while the first months of 2026 saw a positive trend, driven primarily by the spring season. The start of summer, however, is impacted by a particularly complex international context, which calls for caution in forecasts for the coming months.
Specifically, 2025 closed with 410,348 arrivals, up 5.1% from 390,297 in 2024, while overnight stays rose from 1,048,462 to 1,145,750 (+9.3%). Both the Italian and international markets are growing, with a particularly significant increase in the foreign component: arrivals from abroad rose from 247,149 to 266,038, while overnight stays rose from 776,220 to 862,144, confirming Lucca’s strong appeal on international markets. Domestic tourism also grew, with 144,310 arrivals and 283,606 overnight stays.
These figures, presented this afternoon (June 30) to the Youth and Gender Education Policies – Culture and Sport Committee by Councilor Remo Santini, confirm a steady growth path, accompanied by indicators that continue to portray a balanced development model. This is further enhanced by the positive assessment derived from the tourism intensity index developed by the Florence Tourism Studies Center, i.e., the ratio of tourist presences to residents. Lucca’s data shows a significantly lower tourism intensity than Tuscany’s major art cities, confirming that growth in the sector does not generate overtourism, but is part of a balance between attractiveness, quality of life, and sustainability.
In 2026, after a spring marked by positive results (with April and May performing above expectations), the first weeks of the summer season are showing a slowdown compared to 2025, largely due to the uncertainty of the international geopolitical situation, which inevitably influences travel decisions. This context makes it difficult to make reliable forecasts for the coming months, while maintaining an overall positive outlook.
At the same time, the city’s hospitality system continues to grow. As of June 25, 2026, there were 2,041 registered tourist rentals in the municipality, confirming the vitality of the accommodation offering and the need to support its development with tools capable of ensuring quality services, sustainability, and enhancing the visitor experience.
The city’s tourism offering continues to innovate through the Lucca Visit Card, the city’s first integrated single ticket. In its first six months of operation, it has already sold 1,500 cards, exceeding even the most optimistic initial forecasts (which estimated 1,500 sales in 12 months) and contributing to the networking of Lucca’s cultural heritage.
“The data analysis,” states Santini, “provides a decidedly positive picture. 2025 confirmed Lucca’s ability to attract a growing number of visitors, while spring 2026 continued along this path. The start of summer, however, calls for caution, as the international climate and geopolitical tensions are inevitably impacting tourist flows in many destinations. Our goal is not to chase numbers at all costs, but to consolidate stable, high-quality growth by investing increasingly in promotion, enhancing the area, and improving visitor services. We will continue to work with a clear and structured strategy, consisting of targeted campaigns, participation in major trade fairs, audiovisual productions, and innovative tools like the Lucca Visit Card, so that the area continues to grow while maintaining the balance between attractiveness and livability that today represents one of its key strengths.”
