Irresistible Rome: between the Jubilee, art and technology, the capital conquers the world

Extraordinary growth and a new historical record make Rome the capital of tourism: in 2024 alone, the city recorded over 51 million visitors and 22 million arrivals. In 2025, thanks to the boost from the Jubilee and the arrival of millions of pilgrims, a 5% increase over 2024 is estimated for the first six months of the year alone.

The average length of stay for tourists in Rome is also increasing and, to date, visitors are choosing to extend their holidays in our extraordinary city by 4.1 nights, compared to the national average of three, a sign that Rome is an increasingly attractive city in terms of cultural, artistic and naturalistic offerings and services, both in terms of quantity and quality.

The conference tourism industry is generating considerable interest, with Rome ranking seventh in the world and first in Italy with over one hundred international events per year, attracting investors who have focused on opening luxury hotels. Rome is in fact the second city in the world for the opening of 5-star hotels and, over the next two years, will see the inauguration of another 14 structures, with 1,500 new rooms and an investment volume of over £400 million per year.

In addition to the Jubilee, the PNRR funds have contributed to the success of Rome among tourists and pilgrims, helping to renovate and further enhance the image of a city with undeniable charm and a thousand-year history. They have also enabled fundamental interventions that project the city, which is increasingly connected, into the future with widespread 5G Wi-Fi already active in 55 squares and the launch of Julia, the first urban generative Artificial Intelligence (A.I.) created to interface in real time with those who live in, visit or pass through Rome.