In Veneto, Italy’s leading tourist region, the strongest figures, compiled by the Confartigianato Imprese Veneto research center as of December 31, 2025, come from the mountains, which have seen a 30.8% increase in tourist arrivals over the past three years; this figure rises to as high as 41.2% over the past two years when considering foreign tourists alone. And this trend is set to continue, according to consolidated data on the occupancy rate of lodging facilities as of July 20, 2026, which shows a further increase of about 10% compared to 2025.
We can’t know how the 2026 summer season will turn out – comments Claudia Scarzanella, president of Confartigianato Imprese Belluno, – but the initial data suggest a new record: undoubtedly, the global spotlight of this past winter’s Olympics, which put our region on the map and highlighted its beauty, is paying off, especially for foreign tourism, which is seeing a steady and significant increase.
The artisan sector stands to benefit from tourism due to the potential involvement of approximately 600 businesses in Belluno that employ about 1,700 workers.
But this figure is becoming increasingly fluid – Claudia Scarzanella points out – because the modern tourist, with his or her new needs, has blurred the line between businesses that are and aren’t directly involved in the tourism sector: in fact, there is an indirect economic impact, in the maintenance, hospitality, and personal services sectors, that now supports tourism, perhaps without even realizing it. Foreign tourists’ choice of the mountains of Veneto and Belluno is driven by a search for authenticity, tradition, culture, and the quality they find in artisanal crafts: thanks to their proverbial flexibility, creativity, and innovation, artisans are able to meet the diverse demands of tourists arriving from all over the world.
In a world that is increasingly discovering and appreciating “Made in Italy,” the craftsmanship that embodies this identity has an immense opportunity to showcase its value and gain a deeper understanding of its essence. All too often, we artisans underestimate our work, our products, and our services; this large and growing influx of foreign tourists, however, should help us rediscover our own value.
The mountains are always a favorite among Italians as well.
Certainly, Italian tourists, who have always appreciated our mountains, have in recent years also been drawn to their climate, which offers a sense of physical well-being that is hard to find in these times of climate change. Even during heat waves, the mountains of Belluno offer a place to relax and feel good.
