Tourism: Italy ranks first in Europe for safety and reputation.

Those who choose Italy as a travel destination don't just come for the homemade pasta, the art cities, or the picture-perfect beaches: they also come because they feel safe. And this is precisely the key to the new European record. According to data from the Ministry of Tourism, compiled by Data Appeal, Italy not only continues to climb the rankings for overall tourist satisfaction, but has even taken first place among the major European tourism players for perceived safety .

Overall sentiment reached 86.4 points (up from 2024), a score that puts Italy ahead of France and Spain , placing it just behind Greece. But the real surprise comes from the data related to the quality of the experience: in the "safety" subcategory, Italy leads the way with 48.9 points, leaving France (38.2), Spain (36.2), and Greece (33.2) behind.

An award that isn't just about numbers and statistics, but the tangible feeling that those who travel to our country take home: a blend of hospitality, organization, and a positive atmosphere that makes them feel at ease.

How Italy won the trust of travellers

Security is a crucial issue in global tourism, and it's no coincidence that the Ministry's indicators consider it one of the most important factors in evaluating a trip. Consider how terrorist incidents in Europe over the past twenty years have profoundly impacted the perception of destinations.

Attacks like those in Paris in 2015 or Barcelona in 2017 have left a mark on the hearts of travellers and, inevitably, also on the image of the countries involved.

In Italy , unfortunately, there has been no shortage of news stories that have caused concern, but the country has responded by focusing on prevention, territorial protection, and urban safety . This commitment today translates into concrete numbers and, above all, trust.

The most interesting thing? This improvement isn't just the result of "visible" measures, but also of a more general sense of welcome and tranquility that tourists perceive during their stay. From an evening stroll in a historic square to returning to their hotel after a concert, visitors to Italy describe a peaceful experience , far removed from the tensions that have penalized other European destinations in the past.

The factors that make Italy a leader in reputation

The other factors that make up the sentiment score contribute to further strengthening the positive picture: food and culinary experience, hospitality and accommodation quality, sustainability and inclusivity, and the booking process and access. Italy continues to be synonymous with excellence in each of these fields, but now adds leadership in safety to its resume.

This combination is the true strength of the Bel Paese: on the one hand, the cultural, gastronomic, and scenic richness that never ceases to amaze; on the other, the guarantee that a trip here is not only beautiful, but also peaceful. An aspect that, in the age of social media and online reviews, goes as viral as a photo of a sunset in the Cinque Terre or a plate of carbonara in Trastevere .

For tourists, in short, Italy is now an open-air safe space , where they can enjoy unforgettable experiences without worries. And this record isn't just a technical fact: it's an invitation to choose Italy again and again, knowing that here, hospitality is not just human warmth but also a concrete commitment to the safety of those who arrive.