Italy leads duty-free shopping tourism in Europe

30-03-25

Italy has established itself as the most attractive destination in Europe for duty-free shopping tourism, driven by strong demand from international visitors with high purchasing power, especially Chinese tourists, Americans and members of the exclusive UHNWIs (ultra high-net-worth individuals). This trend has been confirmed by the latest data provided by Global Blue, a company specialising in tax free shopping solutions and services for international travellers.

During the first months of 2024, the country recorded significant growth in shopping tourism, surpassing even pre-pandemic figures. In January and February, tax-free sales increased by 21% compared to the same period in 2019, positioning Italy ahead of other major European markets such as France and the UK. This momentum has been fuelled by a combination of strategic factors, including the massive return of Asian tourism, particularly Chinese, and the growing interest in Italian cities as luxury destinations and exclusive cultural experiences.

Milan, considered Italy's fashion and design capital, remains the city of choice for international tourists for high-end shopping. In the first two months of the year, the Lombardy city accounted for 41 % of tax-free sales nationwide. It is followed by Rome with 18 % and Florence with 10 %, thus consolidating a triangle of luxury and commercial attraction that reinforces Italy's position as a European power in this segment.

The tourist profile driving this boom is, in many cases, that of a high-spending luxury consumer. Chinese visitors have been the main protagonists of this recovery, recording an average spend per transaction of 1,274 euros, a figure that reflects not only the purchasing power of Asian tourists, but also their interest in high-end products, especially fashion, watches and leather goods. Meanwhile, tourists from the United States maintain a strong position in the ranking, accounting for 17% of total duty-free sales in Italy, with an average spend of 1,145 euros per purchase.

One of the most relevant groups within this dynamic are the UHNWIs, i.e. individuals with a net worth of more than 30 million dollars. This consumer segment accounts for 37% of total non-tax shopping expenditure, and their behaviour marks a notable difference: they make fewer transactions, but with a much higher value than average. Their average spend per transaction reaches 3,300 euros, a key indicator for luxury brands operating in the country, which adapt their strategies to capture their attention through personalised experiences, exclusive access to products and VIP services.

Duty-free shopping tourism not only benefits luxury brands, but has also become an important economic driver for the country. Attracting this type of traveller generates employment, boosts retail trade, and strengthens Italy's international image as a premium destination. Local and national authorities, in collaboration with stakeholders in the tourism and commercial sector, have been committed to improving the international visitor experience, facilitating VAT refund procedures, modernising infrastructure and promoting the country in strategic markets through high-impact campaigns.

In a context where the shopping experience has become an essential part of travel, Italy benefits from a unique combination of cultural heritage, fashion and design excellence, hospitality and sophistication. This not only attracts tourists seeking exclusive products, but also those who value authenticity, craftsmanship and the Italian way of life.

With a solid recovery and sustained growth, Italy is emerging as the undisputed leader in luxury shopping tourism in Europe, reinforcing its global appeal and committing to a strategic vision that combines tradition, innovation and exclusivity.

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