Italy is starting to believe and invest in the Wedding Tourism sector, that is, foreigners who decide to get married in Italy. However, more needs to be done for LGBTQ+ couples. This is a great opportunity for the national system, considering how extensive the potential market is globally.
According to the Italian Observatory of Destination Wedding Tourism by Jfc, in 2023, there were 514 weddings of foreign LGBTQ+ couples who chose to confirm their union in Italy, generating over 41 million euros in revenue. The couples, after conducting a site visit in Italy, stayed an average of 6.4 days, while their guests stayed for about 4.5 days. Most of these weddings (356) were symbolic ceremonies (69%), while the rest (158) were civil ceremonies. These ceremonies represented 4.3% of all foreign unions that took place in Italy in 2023 – a relatively small number that has the potential for significant growth.
Furthermore, this year is shaping up to be another interesting year for this market segment, with further growth expected. 663 unions of foreign LGBTQ+ couples are forecasted (+29%), thanks to professional operators who will be organizing events in our country for the first time in 2024.
The projected revenue is expected to reach 51.2 million euros.
Tuscany is considered the most attractive region for hosting these events, capturing 16% of preferences. It is closely followed by Sicily (13.8%) and Puglia (13.2%); Campania also performs well with 11.7%. Veneto, Umbria, Abruzzo, Lombardia, Sardegna, and Emilia Romagna are also popular choices.
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