Tourism in the Vatican: how Leo XIV attracts crowds

A new report from The Data Appeal Company, a subsidiary of the Almawave group, has analyzed, using thousands of online reviews and digital footprints, the impact of the Holy Year 2025 on tourism, the visitor experience, and the global perception of Rome.

The Jubilee has succeeded in its goal of redirecting visitor flows, better distributing spending among accommodations, and improving the perception of iconic Christian sites.

While traditional icons like the Colosseum, the Trevi Fountain, and the Pantheon have retained their popularity, the Vatican monuments have experienced unprecedented growth.

St. Peter’s Basilica recorded a remarkable 93% increase in digital visits, maintaining an exceptionally high satisfaction score of 94.5/100, growth largely attributed to pilgrims who came specifically to pass through the Holy Door.

Meanwhile, the Vatican Museums saw their digital visits increase by 10% and their satisfaction score rise by 2.4 points compared to 2024, reaching 89.7/100.

From January to October 2025, St. Peter’s Basilica and the Vatican Museums ranked fourth and fifth respectively among the five most commented attractions in Rome.

Overall, points of interest in Vatican City saw a 33% increase in reviews and a 60% rise in the popularity index, with peaks in digital traffic coinciding with the Easter period (March-April) and the summer period (August-September).