The Vatican Jubilee is expected to attract over 30 million pilgrims, but Rome's tourism figures are surprisingly down by 15%. Business leaders are adjusting accommodation rates to entice visitors, yet some faith-based tour companies see booming bookings. Local construction for the event is stirring controversy among residents due to disruptions. Despite hopes for increased tourism, smaller accommodations are struggling. The Jubilee tradition is evolving, with the Vatican aiming to engage younger pilgrims through innovative outreach.
The Vatican Jubilee, expected to attract over 30 million visitors, has led to increased bookings for faith-based tours amid overall declines in tourism.
Local businesses have invested in infrastructure enhancements to improve visitor experiences, although these changes have caused significant disruption for residents.
Deep dives
The Impact of the Jubilee Year on Tourism
The Jubilee year initiated by Pope Francis has a significant impact on tourism in Rome, with expectations of an influx of over 30 million visitors due to the faith-based celebrations. Business operators noted a notable increase in bookings, especially around major religious holidays like Easter. However, contrary to initial forecasts, many sectors report disappointment with visitor numbers, citing a 65-70% drop in early bookings, particularly from tourists who may feel apprehensive about crowds. The change in traveler demographics suggests that while religious tourists are expected to swell, typical leisure travelers might avoid Rome during this busy period.
Business Strategies and Adjustments
Local businesses have adapted to the Jubilee by offering tailored experiences, including specialized tours that highlight the historical and religious significance of Rome's attractions. Some tour operators have reported a dramatic increase in clients, doubling their numbers compared to previous years, directly attributed to the Jubilee. Guides have been encouraged to emphasize the spiritual aspects of their tours, alongside managing the logistics dictated by events held at the Vatican. This adaptation is seen as essential for capturing the interest of both local and international pilgrims.
Challenges and Infrastructure Improvements
In preparation for the Jubilee, approximately 4 billion euros were invested in renovating and improving the city’s infrastructure, aimed at enhancing the experience for visitors. While the aesthetic renovations have created a more appealing environment, it also caused considerable disruption for residents and tourists alike due to ongoing construction. Many businesses are banking on the successful completion of these projects contributing to economic recovery post-Jubilee. Despite the challenges, business owners express optimism that increased visibility and beauty of Rome will attract future visitors, particularly pilgrims from regions with strong Catholic communities.
More than 30 million pilgrims are expected to visit The Vatican city this year, to pass through the Holy Door at St Peter's Basilica, opened especially for 2025.
In the Italian capital Rome, which surrounds The Vatican, officials have been planning for years to accommodate the extra tourists, including major disruption for locals, but three months in business leaders are reporting that figures are down 15% on the previous year.
The city's hotel association says accommodation rates are being lowered in the hope it will encourage more non-Jubilee visitors who may have been put off travelling.
But other businesses are cashing in - we hear from faith based tourist groups around the world who say they are doubling their bookings to Rome.
Produced and presented by Daniel Rosney
(Image: Faithful carry a wooden cross on Via della Conciliazione in Rome during the pilgrimage route to the Holy Door of St. Peter's basilica in the Vatican, as part of the Catholic Jubilee Year, on 22/02/25. Credit: Getty Images)
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