Mountain tourism now accounts for 23,4% of total arrivals recorded in Piedmont in 2024, with a foreign share of 47,9%. This is what emerges from an analysis by Nomisma presented at the conference 'The mountains and the tourism sector – Evolutionary Dynamics' organized by Confindustria Piemonte, Unioncamere Piemonte, the Piedmont Region, and Uncem Piemonte, with the support of UniCredit. While overall arrivals remained stable at 5,5 million in 2024, mountain tourism, according to Visit Piemonte data for the period 2023-2024, recorded a 12,5% increase in arrivals, amounting to 1,07 million, and a 12,2% increase in overnight stays, amounting to 3,2 million.
The arrival-presence ratio is stable at one to three, that is at least three nights for each mountain tourist, and this is also evident when breaking down the data between the winter and summer periods. However, the trends are very different: compared to the 2022-2023 season, last winter saw a 23,5% increase in arrivals, reaching almost half a million, and a 21,8% increase in overnight stays, which totaled 1,56 million. Meanwhile, the summer saw a 4,7% increase in arrivals, reaching 584, and a 4,7% increase in overnight stays, which totaled 1,64 million.
The relationship between mountains and tourism is ancient and vital, but today it demands to be reinterpreted. The mountains are no longer just a winter sports destination: they have become a space for experiences, well-being, contact with nature, culture, and community. Understanding the evolutionary dynamics of this sector means understanding how the mountains can continue to grow, enhance their value, and become a laboratory for sustainable and innovative development. The data is encouraging: in Piedmont, mountain tourism increased by 14% in 2025 compared to 2024, with a 7% increase in arrivals; spending by foreign tourists, already up 40% in 2024, continues to rise; and sentiment toward the mountains, according to a recent survey, reaches 85,8 out of 100. These are important results, but behind the growth lie challenges that must be addressed: the decline in the winter season, the phenomenon of overtourism in some locations, and, above all, the profound differences between those who live in the mountains and those who visit them. Laura Zegna, President of the Tourism Industry Commission of Confindustria Piemonte.
Nomisma's analysis: among the 15 most visited Piedmont tourist destinations, there are 3 mountain municipalities
Nomisma's analysis for Unicredit, based on Istat data, places three mountain towns among the 15 most visited tourist destinations in Piedmont: Sestriere, Bardonecchia, and Sauze d'Oulx, with the latter accounting for a staggering 58,6% of international arrivals. Claviere, on the other hand, leads the Piedmontese municipality overall for accommodation density, with 5,58 accommodation establishments per square kilometer. Toceno, a small town in Verbano-Cusio-Ossola, leads the mountain towns in overall tourist sentiment, scoring 98,6 points out of 100. Seven mountain towns make up the top 15 of this ranking: after Toceno, Molare, Torresina, Moncenisio, Dernice, Gaiola, and Mornese also score over 97 points. Looking at Nomisma's Italy2Invest index, which takes into account the entire economic and social context, four mountain municipalities are among the top 15 Piedmont municipalities: Domodossola, Bardonecchia, Sauze d'Oulx, and Alagna Valsesia. Finally, in the Nomisma Tourism Score Top 20, Sauze d'Oulx once again performs best among mountain municipalities, ahead of Sestriere, Alagna Valsesia, Claviere, and Biella.
“Mountain tourism attracts 3 million visitors to Piedmont every year, and not just in the winter: in August 2024, for example, there was almost a 13% increase in visitors compared to 2023,” explains Massimiliano Cipolletta, Vice President of Unioncamere Piemonte Behind these numbers are entrepreneurs investing, workers finding stable employment, and communities staying vibrant. Our commitment is multifaceted: providing guidance and information on the mountain economy, supporting investments through calls for proposals and vouchers, and creating synergies and networks, as in this case, to build a mountain tourism model that is not only economically prosperous, but also socially inclusive and environmentally responsible.
