2025: Record tourism, arrivals and business revenues grow

 

San Marino's tourism sector has enjoyed a successful year, surpassing the historic threshold of 2.1 million visitors (the highest since 2008) and consistently growing both accommodation capacity and industry-related consumption.
Data from the Statistics Office confirm the Republic's positive trend as a top-rated destination: in 2025, tourist influx reached 2,110,236 visitors, an increase of over 40,000 (+1.97%) compared to the previous year.
The sector's dynamism is evidenced by the strengthening of the accommodation offering. On the one hand, new hotels are needed and efforts to increase the quality accommodation offering continue; on the other, the world of B&Bs is booming, offering charm to couples and families and often the choice of those staying on the island for several days. There are 2,193 beds, an increase of 5.60% compared to 2024, a result made possible by the increase in the number of available rooms at the "Welcome Hotel" and the opening of 5 new Bed & Breakfasts, confirming an ever-expanding hospitality ecosystem. 

Consumption is rising sharply and tourism's economic impact is increasingly significant in the region, as certified for years by the International Monetary Fund. The effectiveness of promotional strategies is directly reflected in the real economy and is confirmed by an analysis of San Marino Card (SMAC) data in the Historic Center, which highlights significant spending growth: the hospitality sector (hotels and restaurants) recorded a turnover of €19.7 million, a 4.41% increase over 2024 and an extraordinary +38.42% compared to 2019, while the retail sector reached €59.7 million, growing by 3.30% in the last year and 37% compared to pre-pandemic levels (2019). Overall, the volume transacted by SMAC in the heart of the Republic reached nearly €80 million, an increase of 3.57% over the previous year. 

San Marino continues to exert strong appeal on foreign markets. Foreign arrivals to hotels recorded a positive trend of 3.33%. While Italy remains the reference market (52.64% of arrivals), the share of countries such as Germany is growing (8.10%), followed by European markets (the Netherlands, Great Britain, and France). Arrivals from overseas are growing, confirming the value of tourism promotion at trade fairs and prestigious events such as Expo.

Tax revenues are expected to reach €404,289 in 2025, confirming the San Marino system's ability to generate resources to be reinvested in the enhancement of its tourism and cultural heritage.

The press conference of the Secretariat of State also proved useful for presenting the 2026 program of events of the Secretariat of State for Tourism and the Tourist Office. This is a particularly rich program, with nearly 100 events of various types and aimed at all categories of visitors and tourists.

An ever-expanding and diverse range of events encompassing music, sports, cinema, theater, and outdoor activities, not to mention the fruitful synergy with the Castles of the Republic of San Marino, local associations, and the organization of prestigious conferences, including Next Tourism, scheduled for next June with an ambitious goal: San Marino as a strategic hub for dialogue on tourism investments.

Among the key events, the "San Marino Song Contest" (the finals are scheduled for March 6th) is confirmed, attracting artists and the public to the region and ensuring valuable publicity; then there are the "Festival della Magia" and "Energika," which bring the public into green spaces and focus on outdoor tourism; Borgo Divino, a format created with the involvement of the Association of the Most Beautiful Villages in Italy; San Marino Game Convention; and Rapublic for younger audiences. 

The "Mille Miglia" and the "Gran Premio Nuvolari" are returning to San Marino, along with numerous other car and motorcycle rallies. Numerous musical events are also taking place: the "Three Evenings of Emotions" in collaboration with Maestro Dino Gnassi and the San Marino Concert Band will be held for a total of six, while "San Marino Goodbye" has been confirmed for lovers of Romagna tradition. Another edition of the charity event organized directly by the Secretariat of State for children is ready for September, as are the Symbol Remember, Alba sul Monte, and numerous musical events, many of which are still being finalized. Among the summer's highlights are "SMIAF" and "San Marino Comics," as well as numerous historical reenactments. Naturally, the "Natale delle Meraviglie" remains the winter's highlight.

It's still time for "Buone Nove," nine opportunities to showcase San Marino through urban art and the contribution of internationally renowned local artists.
New additions to the program include "Saturdays of the Artisan" in collaboration with Unas. Special attention will be paid to cinema and theater with the first edition of the "Alberto Sordi International Award" on March 14th, and "Locomix" - a competition for emerging comedians on April 18th.

Spiritual and religious tourism is also being promoted, with numerous events celebrating Saint Marino and, this year, the 800th anniversary of the death of Saint Francis.

The International Tennis Championships, Rallylegend, and the San Marino MotoGP Grand Prix remain the flagship sporting events, but the calendar includes numerous other initiatives in collaboration with the Secretariat of State for Sport and the San Marino Federations.

Support for initiatives in the outlying castles is important: local festivals and events in Acquaviva, Chiesanuova, and Serravalle, Chiringuito Faetano, Castellaccio Vibra Musica in Fiorentino, and Montegiardino by night. In San Marino's smallest castle, Artistincasa is also confirmed for September and the traditional Living Nativity Scene at Christmas.