Trend Reports and Data

Italy is Top European Destination for U.S. Travelers in 2016

Italy is Top European Destination for U.S. Travelers in 2016

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ST. PETERSBURG, FL DECEMBER 7, 2016 — Italy remained the top European destination for American travelers in 2016, according to sales data from Squaremouth, a leading travel insurance comparison website.

“Overall, Italy is the second most popular international destination for U.S. residents,” said Squaremouth spokesperson Rachael Taft. “We saw a 17% increase in customers traveling to Italy over the past year, while trips to Italy have become more affordable.”

Year-Over-Year Growth Rate Triples

After experiencing slow growth in 2015, Italy’s year-over-year growth rate nearly tripled in 2016.

  • Italy has been the second most popular international destination for Americans, behind Mexico, for the past five years

Table 1: Squaremouth Customers Traveling to Italy

YoY GrowthAverage Trip CostChange in Average Trip Cost

Trips to Italy Becoming More Affordable

The average cost for a trip to Italy has declined for the past two years, after topping $5,000 in 2014.

  • Italy and Australia are the only top 10 destinations with an average trip cost above $4,000
  • U.S. customers spent $18.9 million on trips to Italy in 2016, the most of any international destination

Top Choice for Summer and Fall Travel

Summer and fall are the most popular seasons for Americans to visit Italy.

Table 2: Seasonal Travel to Italy

Total SpentAverage Trip CostShare of Travel
Winter 2015$641,261$2,9155%
Spring 2016$4,389,237$4,61525%
Summer 2016$5,444,417$4,73434%
Fall 2016$6,502,494$4,75736%

Methodology: Data is based on American customers insured on travel insurance policies purchased through Squaremouth prior to 12/5/16. Annual numbers are based on sales between 12/5 of the previous year and 12/5 of that year. Statistics reflect year-over-year changes unless otherwise noted. Travelers who are visiting multiple countries only have to enter one destination when purchasing a policy on This report represents travelers that selected Italy.

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