The Giro d’Italia has been highlighted as a major strategic driver for the Italian economy, generating a total of €2.1 billion in direct and indirect expenditure. The findings about the Grand Tour were presented at the 46th edition of BIT (International Tourism Exchange) in Milan on February 10, 2026, during a talk organised by RCS Sports & Events in partnership with BWH Hotels.
A survey conducted by the Ifis Sport division of Banca Ifis analysed the 2025 edition of the ‘Corsa Rosa’. The research confirmed a significant growth in the event’s reach, with live spectators increasing to 2.3 million – an average rise of 4.5% compared to the 2024 edition.
The 2025 race, which included a foreign start in Albania, attracted 18.4 million active foreign spectators. While 300,000 attended in person, 18.1 million followed the race via media coverage, which reached over 200 countries.
Paolo Bellino, CEO and General Manager of RCS Sports & Events said “The estimates produced by Banca Ifis in fact confirm that the Corsa Rosa is not only a major sporting event, but a concrete tool for territorial development. The Giro is no longer viewed solely as a sporting event, but as a lever for promoting the country as a whole.”
The data revealed that the event acts as a significant catalyst for international tourism. Following the 2025 stages in Albania, 93% of spectators expressed an intention to visit Italy and purchase Italian products. Within Italy, the event generated more than 5.5 million visitor presences, with spectators spending an average of €124 per day.
Sara Digiesi, CEO of BWH Hotels Italy & South-East Europe said “The Giro d’Italia is much more than a major sporting event: it is an extraordinary accelerator for tourism and for the enhancement of local territories. Supporting the Giro means creating value for local communities.”
The survey also identified the primary interests of those attending the race:
- 52% engaged in nature and leisure activities
- High engagement was recorded in cultural and food-and-wine experiences
- Cycling tourism accounted for 17% of visitors
Ivana Jelinic, CEO of ENIT SpA, noted that the race serves as an effective tool for promoting relatively unexplored destinations, while Sandro Pappalardo, President of ITA Airways, emphasised the role of sport in strengthening the ‘Italy brand’ internationally.
The Giro d’Italia is organised by RCS Sport, part of the RCS MediaGroup that specialises in world-class cycling and endurance events. The 2026 edition of the race is expected to continue this trend of increasing spectator engagement and economic return for host regions.
