Italy Wedding Destination | 15,000 Weddings a Year, €1 Billion in Revenue

Italy is not only the land of love and timeless charm; it is also a booming wedding industry that exceeds €1 billion annually. From the sunny slopes of Tuscany to the picturesque bays of the Amalfi Coast and the sparkling Lake Como, the country has become a global backdrop for couples seeking beauty, history and personalized luxury.

According to the Centro Studi Turistici (CST) in Florence, last year alone, around 15,100 weddings were hosted by foreign couples, mainly from the United States, Japan and India. This “inbound” form of tourism is not just about the ceremonies; it boosts the entire local economy, from the flowers in the villas to the luxurious dinners under the olive trees.

Stability and prospects for 2025

Despite the economic fluctuations worldwide, the wedding market in Italy is showing resilience. CST Research Director Gianfranco Lorenzo, in a study for Convention Bureau Italia, points out that no major upheavals are expected in 2025, with the exception of some small areas that experienced a decline in 2024. Europeans continue to be the main customers, while the American market remains strong, despite the weaker dollar.

For the coming years, demand outside Europe is estimated to grow steadily, at a rate of 5.5% - 6.5%, from markets such as Australia, Canada, India and the United Arab Emirates. In 2026, the US and Japan are expected to return to the levels of stability before the recent fluctuations.

From “micro weddings” to multi-day celebrations

The format of weddings is changing. More and more couples are choosing “micro weddings”, small ceremonies with an emphasis on emotion and personal experience. In contrast, in markets such as India and North America, multi-day weddings lasting 3-4 days are gaining ground, with excursions, tours and themed events.

The venues vary: historic castles, magnificent palaces, farmhouses transformed into family retreats. Wine tastings, cooking classes and live performances of local customs are experiences that “weave” Italian romance.

The cost is not negligible: the average cost ranges between 35,000 and 38,000 euros, including ceremony, hospitality and gastronomy.

Time and atmosphere make the difference

Most foreign weddings are planned in the in-between seasons: spring with its blooming landscapes or autumn with its golden colors. This is where the essence of the Italian experience lies: moments that go beyond the typical ritual.

A “welcome pizza” in a square, a walk through ancient olive groves with a harvest dinner, a table in a vineyard under the stars; these are the elements that give authenticity and magic. In the south, in Puglia and Sicily, old rural settlements are transformed into a festive setting, while activities such as visits to historic fishing villages give a rare sense of tradition.

Italy, an eternal scene of love

With its stable market prospects and new forms of experiences gaining ground, Italy is not just an option for “I do”. It is an eternal canvas of love, where tradition meets modern luxury and the "dolce vita" becomes a promise of life.