In 2025, Rome experienced one of the most intense years in their recent history — both spiritually and in terms of tourism.

The Jubilee, the Catholic event that every 25 years celebrates reconciliation, spiritual renewal and plenary indulgence, became a powerful tourism catalyst.

It was also a chance for Rome to rethink public services and urban spaces to ensure a better quality of life, for visitors and residents alike, while advancing sustainability goals.

Data Appeal’s analysis of both quantitative and qualitative data highlights converging trends: attention and visitor flows increasingly focused on the Vatican

1. Executive Summary
2. Visitors: Growth from Catholic countries and more solo travellers
3. Hospitality and prices: Controlled rates and a shifting mix of accommodation
4. What visitors appreciated most: Attractions and staff take the lead
5. Lessons and outlook: What the Jubilee can teach other destinations