I turned 45 in June. I have this tradition – when possible – of not being in Belgium for my birthday. From Sweden in 2013 to the Châteaux of the Loire Valley in 2014, Lake Orta in 2015, Rome in 2016, London in 2018, North Carolina and Virginia in 2019, England in 2022, and Rotterdam in 2023, and Copenhagen in 2025. In June 2026, as a Formula 1 fan, I wanted to combine a track walk of the Circuit de Monte-Carlo, and the Autodromo Nazionale Monza in Monza in Lombardy. But there were no circuit tours on the days I could, so I decided to go to Turin in Piedmont instead, to visit five countries in eleven days: France with Nice, Monaco, Italy, San Marino, and the canton of Schwyz in Switzerland to visit my sister.
Today, 3 September, is Independence Day in San Marino. The republic was founded on Wednesday 3 September 301 AD (Julian calendar) by Saint Marinus. Let’s look at some tourism statistics.
Tourism in San Marino has reached its highest level in more than a decade, with visitor numbers surpassing 2.1 million in 2025 and confirming the sector’s central role in the country’s economy.
According to official data, the republic recorded 2,110,236 visitors in 2025, an increase of just under 2% compared with the previous year.
This marks the strongest performance since 2008 and reinforces a steady upward trend that has seen annual arrivals consistently hover around – and now exceed – the two-million mark. Tourism-related spending is also rising: turnover in hospitality reached €19.7 million (+4.4% year-on-year), while retail generated €59.7 million (+3.3%), bringing total recorded transactions in the historic centre to nearly €80 million. Compared with pre-pandemic levels in 2019, both sectors have grown by more than a third.
The growth is accompanied by a gradual expansion of accommodation capacity. In 2025, the number of available beds increased by 5.6% to 2,193, driven by both hotel development and a surge in bed-and-breakfast openings.
Foreign demand is also strengthening, with international hotel arrivals up 3.3%. While Italy remains the dominant market – accounting for just over half of arrivals – visitors from Germany, the Netherlands, the United Kingdom, and France are gaining ground, alongside a modest but growing share of long-haul travellers.
Tourism’s economic impact is significant for the small state. Spending growth has been described as structurally important by institutions such as the International Monetary Fund, and tax revenues linked to the sector are projected to exceed €400,000 in 2025. The government is seeking to reinvest these gains into cultural heritage, infrastructure and promotion, including an ambitious calendar of nearly 100 events planned for 2026.
A tourism-dependent microstate
Tourism has long been a cornerstone of the Sammarinese economy. With roughly two million visitors annually, the sector contributes a substantial share of national GDP, making it one of the most important industries in the republic.
Despite this, San Marino remains the least visited among Europe’s microstates – behind destinations such as Monaco or Malta – highlighting both its niche appeal and untapped growth potential.
Geographically, the country’s tourism model is shaped by its unique position. Entirely landlocked and surrounded by Italy, it sits on the northeastern edge of the Apennine Mountains, within easy reach of the Adriatic Coast. This proximity underpins a large share of its visitor base: many tourists are already holidaying on the nearby Emilia-Romagna Riviera and visit San Marino as a day trip or short overnight stay.
The average length of stay remains relatively short – historically under two nights – reflecting the country’s compact size and excursion-based tourism pattern. Nonetheless, the government has been actively working to extend stays by diversifying its offer and improving accommodation quality.
Historical evolution of tourism
The modern tourism industry in San Marino dates back to the nineteenth century. Prior to that period, the republic’s mountainous terrain, limited infrastructure and relative poverty made it difficult to access and unattractive to visitors.
This began to change with a wave of modernisation in the late 1800s, including the redevelopment of the historic centre and the construction of landmark buildings such as the Palazzo Pubblico, inaugurated in 1894. Improved transport links in the late nineteenth and early twentieth centuries gradually opened the country to visitors, while mass tourism only took off after World War II, supported by Italy’s economic boom and infrastructure expansion.
Attractions and appeal
Today, tourism in San Marino is centred on its historic capital, perched dramatically on Monte Titano. The UNESCO-listed old town is characterised by medieval fortifications, narrow streets and panoramic views, with key attractions including the Guaita Tower, the Basilica of San Marino and the State Museum.
The country’s appeal lies in a combination of history, landscape and culture. Visitors are drawn by its well-preserved medieval architecture, its culinary traditions rooted in neighbouring Emilia-Romagna and the Marches (Marche), and its reputation for tax-free shopping. Seasonal events, from religious celebrations to motorsport and cultural festivals, further enhance its attractiveness throughout the year.
Strategy and future growth
In recent years, the government has sought to reposition San Marino as more than a day-trip destination. Efforts have focused on increasing international visibility, expanding accommodation, and developing thematic tourism such as cultural, sporting and conference travel.
The 2026 events programme reflects this strategy, combining established highlights, including motorsport events and music festivals, with newer initiatives aimed at younger audiences and niche markets. There is also a growing emphasis on outdoor tourism, sustainability and ‘barrier-free’ hospitality tailored to different visitor needs.
At the same time, San Marino is positioning itself as a venue for international dialogue on tourism investment, with events such as ‘Next Tourism‘ intended to attract industry stakeholders.
Outlook
With visitor numbers now exceeding 2.1 million and spending continuing to rise, tourism in San Marino appears firmly on a growth trajectory. The challenge ahead lies in balancing this growth with the preservation of its historic character, while extending visitor stays and diversifying its markets beyond its traditional Italian base.
If current trends continue, the republic may consolidate its position as a high-value niche destination. Small in size, but increasingly significant in Europe’s tourism landscape.
Belgium and San Marino
There are no recent official figures that break down visitor numbers to San Marino by nationality in detail, and this includes the Belgian market. The data published by the Sammarinese authorities typically focuses on major source countries — such as Italy and larger European markets — while smaller markets are grouped together.
The only available indications come from older estimates. Around 2018, approximately 700 to 800 Belgian visitors were recorded, with annual figures over the preceding decade generally fluctuating between a few hundred and just over one thousand. In the context of total arrivals of more than two million visitors per year, this places Belgium firmly among the smallest source markets.
This limited presence reflects the broader structure of tourism in San Marino. The majority of visitors are Italian, often travelling from nearby coastal resorts, while international demand is dominated by larger European countries such as Germany, France, the Netherlands, and the United Kingdom. Smaller outbound markets, including Belgium, remain marginal.
Another factor is the nature of tourism in the republic. A significant share of visitors arrive on short trips – often as day visitors from Italy – which makes it more difficult to capture detailed nationality data. As a result, countries with relatively low visitor numbers are rarely singled out in official statistics.
Overall, while Belgian tourists do visit San Marino, they represent only a very small niche segment, likely numbering in the hundreds to low thousands annually.
Some tourism statistics
- MALAYSIA | 42.2 million visitors in 2025, becoming Southeast Asia’s most visited destination.
- American tourists spend big in Belgium as fewer Belgians travel to the United States.
- Belgian Coast boasts record visitor numbers for 2026 summer holiday.
- Switzerland breaks tourism records with almost 44 million overnight stays in 2025.
- Belgium tourism reaches new heights as record visitor numbers underline the country’s growing appeal.
- France welcomes 102 million visitors and earns €77.5 billion from tourism in record-breaking 2025.
- BRITISH VIRGIN ISLANDS | Tortola at the centre of a record tourism boom.
- DOMINICAN REPUBLIC | 11.6 million international visitors in 2025.
- Aruba consolidates its position as a tourism powerhouse.
- United Kingdom tourism races past 45 million visitors as cross-Channel travel with Belgium grows.
- ITALY | More than 185 million visitors as tourism surges 7.1% in record year 2025.
- 8.7 billion rail trips in Europe in 2024 as Switzerland leads and Belgium’s data remain unavailable.
- NORWAY | Tourism breaks record with 40.6 million guest nights in 2025.
- NETHERLANDS | Rising international visitor numbers, domestic travel showed signs of stagnation in 2025.
- Taiwan tourism rebounds, Belgian market recovers, but cost pressures and geopolitical risks shape outlook.
- CURAÇAO | Tourism records for 2025, with 11,500 travellers from Belgium.
- International tourism to the United States continues to slide in 2026.
- Morocco records historic tourism year with 19.8 million visitors in 2025.
- Flanders continues to grow as a tourist destination with over 15 million visitors in 2025.
- Greece sets new tourism records in 2025 with nearly 38 million visitors.
- Thailand happy with Belgian visitor numbers and welcomes Tomorrowland festival.
- Belgian travel stats to the United States continued to decline throughout 2025.
- Is Greece too popular? 2024 tourism statistics raise overtourism concerns.
- TRAIN TRAVEL | European Union records 429 billion passenger-kilometres in 2023 but domestic travel still dominates.
- 5 million passengers flew from and to Brussels Airport in summer 2025.
- BELGIUM | Flemish museums attracted more than 4.8 million visitors in 2023.
- Belgium sees modest tourism growth in 2024, led by Flanders and Brussels.
- Travel in 2024: Spain, France, USA, China, Mexico lose ground and Saudi Arabia, Indonesia, UAE to grow market share.
- France, Spain, USA, China and Italy most visited countries in the world, Belgium 41st.
- France welcomed 100 million international visitors in 2024.
- Turkey welcomed 62 million international tourists who together spent $61 billion in 2024.
- SPAIN | 94 million international visitors and €108.7 billion tourism income in 2024.
- UN WORLD TOURISM BAROMETER | International tourism recovers pre-pandemic levels in 2024.
- Outside the EU, Europeans mostly travel to Switzerland, Turkey and the United Kingdom.
- Intra-European travel mostly for fun and / or family.
- Europeans visit other European countries over 7 nights on average.
