[FREE REPORT] Jubilee 2025 in Numbers: Markets, Rates and the Quality of Experience

The Data Appeal Company has released an exclusive report on the impact of the 2025 Jubilee on tourism in Rome, drawing on thousands of reviews, OTA rates and digital traces.

Our data analysis reveals how the Jubilee has reshaped tourism, visitor experiences and the global perception of Rome in 2025.

The takeaway for DMOs: Never underestimate the importance of monitoring data, activating the right strategies and planning informed investments to ensure balanced visitor flows, sustainability and a positive perception of services during events of this scale.

2025 Jubilee Report: a preview of what’s inside

• The Vatican takes centre stage: Vatican POIs saw +33% in reviews and a +60% increase in the Popularity Index. Online interest is rising without affecting sentiment, which remains very high.
• Stable OTA prices: overall, there’s a –3% YoY change. Budget accommodation is becoming more attractive, drawing in pilgrims and solo travellers.
• Growing markets: digital traces from Argentina, Mexico, Canada and Poland are on the rise.
• Key challenges emerging: costs, organisation and safety.

If you work in a DMO, a religious institution, public administration, a museum or within the tourism sector, this report will offer valuable insights and points for reflection to support your future planning.