THE MARCA TREVISO DESTINATION IS GROWING: OVER 1.3 MILLION VISITORS IN THE FIRST SEVEN MONTHS OF 2026

The Marca Treviso Destination continues its growth and consolidation. In the first seven months of 2026, 1,328,337 overnight stays were recorded, a 3.7% increase compared to the same period in 2025, and 624,727 arrivals, a 2.2% increase. This consistent trend sees all seven months of the year closed with a positive balance, confirming the Marca Trevigiana's progressive emergence as an increasingly competitive destination in the national and international tourism landscape. The data was presented during the event "Beyond the Numbers – The Directions of Tourism in DMOs," promoted by the Fondazione DMO Marca Treviso, dedicated to analyzing the sector's trends and prospects.

"Our work as a DMO isn't just about coordinating tourism in the Marca Trevigiana: we want to start with data knowledge, through its collection and analysis; we move on to information, through the updating and training of tourism stakeholders; and finally, we aim to achieve the strategic plan's objectives, never tiring of showing the direction. Promotion brings people. Businesses create value. We use our location to attract and the identity of the territories to retain: lower volumes, higher value, because we understand the fabric of the Marca and are aware of its potential," comments Giulia Casagrande, president of the Fondazione DMO Marca Treviso.

The growth in visitor flows is accompanied by a structural transformation in hospitality. The non-hotel sector recorded an 8.8% increase and now represents 47.2% of total visitor numbers, approaching the share of the hotel sector, which remained essentially stable (-0.2%). This evolution reflects changes in travel patterns and the growing demand for more flexible and regionally distributed experiences.

The temporal distribution of visitor flows also shows encouraging signs. The largest increases were recorded in traditionally considered "back" months, such as February and May, demonstrating a progressive deseasonalization of demand and the destination's growing ability to attract visitors year-round. The average stay stood at 2.13 nights, a slight increase from 2.10 the previous year.

A study conducted by CISET - International Center for Studies on the Tourism Economy at Ca' Foscari University of Venice, commissioned by the Fondazione DMO Marca Treviso and conducted on a sample of 223 accommodation facilities, helps define the visitor profile more precisely. The research shows that 52.4% of guests stay in the area for business reasons, confirming the destination's strong connection with the local production system.

Among leisure tourists, a particularly interesting segment emerges with regard to future development prospects: the cultural landscape tourist, representing 39% of vacationers. This is a traveling visitor, half international, who seeks not a single attraction but a combination of experiences spread across the region, and who stays an average of 2.4 nights. This segment is particularly consistent with the nature of the Marca Trevigiana, characterized by a widespread heritage of landscapes, cities of art, hills, outdoor trails, food and wine culture, and manufacturing expertise.

The data also confirm the destination's progressive strengthening of its international positioning. By 2025, foreign arrivals had already surpassed Italian ones, with over 529,000 international visitors, while international visitors had reached 1.12 million. The main markets remain European, led by Germany, Austria, France, and the Netherlands, alongside a consolidated presence from the United States and the recovery of Asian markets.

In terms of governance and promotion, the Marca Treviso DMO Foundation is continuing along the path outlined in the destination's strategic plan. Following the launch of the new tourism brand, the opening of five of the seven planned product lines, and the significant expansion of the presence of accommodation facilities in the regional DMS system, the Foundation is committed to strengthening its digital tools and marketing its offerings, with the new destination portal and the launch of online experience booking, planned for 2027.

This trend is also confirmed by the economic impact generated by tourism: according to Mastercard's calculations for the Federated Regional Tourism Observatory, estimated tourist spending in the Marca Treviso Destination for 2026 is close to €800 million, equal to approximately 10.7% of the overall value generated by Veneto's tourist destinations (regarding the estimated absolute spending in 2026, please note that the absolute values shown are not directly attributable to Mastercard's proprietary data, but are estimated through advanced market analyses and specific algorithms that provide a projection of the total absolute value).

The picture that emerges is of a destination in full evolution: increasingly international, with demand spread throughout the year, a growing diversification of its offerings, and an ever-increasing ability to leverage its widespread heritage through a development model geared toward quality and sustainability.