Srm: il turismo inclusivo vale 10 miliardi in tutta Italia, più di tre al Sud

In Italy, accessible and inclusive tourism is estimated to account for around 9 million arrivals and 38.6 million visits, representing about 8.3% of the country's total tourism figures. Applying the SRM multiplier of 138 euros of added value per visit, the segment can generate approximately 5.3 billion in direct added value. Including indirect and induced effects on regional sectors such as hospitality, restaurants, transportation, commerce, and recreational and cultural activities, the overall value activated is estimated at about 9.8 billion.

The research presented by Srm at the Bmta (Mediterranean Archaeological Tourism Stock Exchange) 2026 in Paestum highlights that inclusive tourism is no longer a niche but a structural component of tourist demand, especially cultural tourism. A survey of 1,000 independent hotel businesses shows that 44.5% of Italian operators have already incorporated accessibility into their strategic horizon.

In the South, this figure drops to 38.2%. Businesses investing in new services represent 10.3% in the South, compared to 16.9% nationwide. The share already active with innovative services is identical, at 6.5%. Accessibility can also promote off-peak and territorial distribution of flows. Senior travelers with specific needs are less interested in peak seasons and more inclined towards slow, safe, and organized experiences.

People with accessibility needs often travel with family members, caregivers, or groups. Small museums, towns, rural areas, and archaeological sites with fewer crowds can attract this type of clientele. However, the experience must be made accessible through adequate infrastructure and organization. Recently released Istat data reveals that there are 4,677 museums and similar institutions open to the public in Italy, attracting around 140.8 million visitors in 2025, accounting for 21.4% of the national total.

The archaeological sector is particularly noteworthy, with 149 areas and parks, representing 50.7% of the total. The cultural heritage has significant potential for valorization, especially if the offer is linked to accessible paths, regional services, and routes that can engage less frequented sites. Making museums, archaeological areas, monuments, and widespread sites more accessible means expanding the potential visitor base, enriching destinations, creating more varied itineraries, and providing additional reasons to extend stays.

An accessible cultural experience generates value not only through museum or archaeological park visits but also through increased demand for hospitality, catering, transport, guides, services, commerce, local crafts, and productions. The Bmta, in its 28th edition, is an annual event that has gained international relevance over the years.

With 8,500 visitors, 130 exhibitors, 170 conferences, 750 speakers, and representatives from 10 foreign countries, it provides an update on industry trends, new discoveries, virtuous management practices, and much more.