Rome Embraces Jubilee 2025: 93% Increase in St. Peter’s Basilica Visitors and a Shift Toward Affordable Accommodations for Pilgrims

Published on November 28, 2025

The 2025 Jubilee Year has sparked a significant tourism boost in Rome, with a particular emphasis on Vatican City and its cultural attractions. A recent report from The Data Appeal Company highlights how the Holy Year has transformed visitor flows, driving a 93% increase in digital activity at St. Peter’s Basilica, along with significant gains at other key Vatican sites. This surge in visitors is not just about numbers—it’s about cultural significance, with pilgrims flocking to Rome to experience the once-in-a-lifetime opportunity to cross the Holy Door and engage in religious traditions specific to the Jubilee.

Despite the historically high demand, Rome managed to maintain price stability and high satisfaction levels across its key attractions. Notably, St. Peter’s Basilica and the Vatican Museums saw an exceptional increase in reviews and visitor sentiment, proving that cultural tourism remains at the heart of the city’s appeal. This growth is a clear reflection of the ongoing global interest in Rome as a destination for both religious tourism and cultural exploration, especially during such a symbolically important year.

Rome’s ability to balance higher visitor flows with satisfaction levels showcases the city’s resilience and ability to adapt to large-scale events. As Rome continues to leverage its rich cultural heritage, the 2025 Jubilee stands as a prime example of how major events can reshape tourism dynamics and drive a city’s tourism sector to new heights.

Key Findings from The Data Appeal Report on Jubilee 2025

• St. Peter’s Basilica: A Monumental Increase in Visitors:
  • +93% digital traces for St. Peter’s Basilica, marking it as the most-visited attraction in Rome during the Jubilee Year.
  • The Holy Door, a key pilgrimage site for Catholics during the Jubilee, contributed significantly to the rise in visitor numbers, drawing pilgrims from all over the world.
• Vatican Museums See Significant Growth:
  • The Vatican Museums also experienced a +10% increase in digital engagement, bringing them up to fifth place in the rankings of most-reviewed attractions in Rome.
  • The Sistine Chapel and Vatican collections attracted more cultural tourists seeking to experience Vatican art, making this museum one of the most important cultural destinations in Rome.
• Visitor Sentiment Remains Strong:
  • St. Peter’s Basilica and the Vatican Museums maintained exceptional Sentiment Scores of 94.5/100 and 89.7/100 respectively, reflecting the satisfaction levels of visitors. This highlights the positive impact of cultural events like the Jubilee in promoting high-quality experiences.

Vatican Sites Lead Growth in Visitor Activity

While iconic landmarks such as the Colosseum, Pantheon, and Trevi Fountain continued to be top crowd-pullers, the Vatican saw unprecedented gains. According to the report:

• Vatican City Sites saw an overall +33% increase in reviews, with St. Peter’s Basilica and Vatican Museums ranking among the top-reviewed attractions in Rome.
• Popularity Index surged by +60% for Vatican sites, reflecting the high demand for religious and cultural tourism during the Holy Year.
• Peaks in visits were noted around Easter (March–April) and late summer (August–September), underlining the importance of the Jubilee pilgrimage for both locals and international visitors.

Cultural Tourism Takes Priority Over Leisure Activities

• Shift in Visitor Preferences:
  • The Jubilee 2025 has resulted in a shift toward cultural tourism, with museums, monuments, and key religious sites seeing a marked increase in visitor activity. The growth in museum and monument visits (+26% YoY) underscores a shift toward cultural experiences rather than leisure or dining activities.
  • In contrast, dining (-19%) and entertainment (-14%) saw a decline in digital activity, signaling that the Jubilee’s focus on cultural and religious experiences resonated more with visitors.
• Visitor Spending:
  • Travelers were more inclined to invest in cultural experiences and religious pilgrimages, with restaurants receiving lower satisfaction scores, particularly around the price perception of meals.

Hotel Booking Trends During Jubilee 2025

• Affordable Accommodation in High Demand:
  • The increase in visitor numbers to Rome coincided with a shift toward more affordable accommodations. The report found that hostels and campsites saw a +27% increase in rates, reflecting a growing demand for budget-friendly options, especially for pilgrims and solo travelers.
  • Meanwhile, hotel prices remained broadly stable, with a slight -3% decrease in OTA rates compared to 2024, signaling that Rome remains affordable despite the influx of visitors.
• Longer Stays for Cultural Immersion:
  • Many visitors extended their stays, opting for longer visits to engage more deeply with Rome’s cultural heritage. 29% of visitors stayed more than 10 days, which supports the growing trend of travelers prioritizing quality experiences over short getaways.
  • This trend of longer stays is beneficial for the local economy, as it leads to more spending on cultural experiences, dining, and local retail.

Impact on International Arrivals and Source Markets

• International Visitor Growth:
  • Rome experienced a 42% increase in international arrivals, signaling a rebound in global tourism, particularly from Catholic countries like Poland, Argentina, Mexico, and Canada, which saw notable increases in visits during the Jubilee Year.
  • Meanwhile, traditional source markets like Germany and France saw declines in visitor numbers due to economic conditions in Central Europe.
• Pilgrims and Religious Tourists:
  • Pilgrims from Catholic nations were among the top contributors to the surge in visitors, with Poland seeing a 7% increase and Argentina leading with a 29.2% rise in visits.
  • This trend highlights the strong religious tourism draw of Rome during the Holy Year, positioning the city as a prime destination for faith-based travel.

Data-Driven Tourism Management: The Key to Success

• Innovative Management of Visitor Flows:
  • Real-time data played a crucial role in the success of Rome’s tourism management during the Jubilee Year. The Data Appeal report underscores the importance of using data-driven insights to manage large-scale events and ensure visitor satisfaction.
  • By monitoring real-time feedback, authorities were able to optimize visitor experiences, manage crowd flows, and ensure safety across key sites. This approach proved essential in maintaining the high satisfaction levels observed during the Jubilee.
• A Blueprint for Other Destinations:
  • The Rome Jubilee serves as a model for cities planning large-scale events. By integrating data-informed decision-making with careful capacity management, cities can successfully handle high visitor numbers while ensuring a positive experience for all.

Conclusion

The 2025 Jubilee has had a profound impact on Rome’s tourism landscape, with Vatican City emerging as the key beneficiary of the increased interest in religious tourism. The 93% increase in visits to St. Peter’s Basilica, along with significant gains at other Vatican sites, reflects the importance of cultural and spiritual tourism in shaping the city’s visitor flows. Despite the surge in visitors, Rome has managed to maintain price stability, ensure high satisfaction levels, and balance the demands of pilgrims, tourists, and cultural enthusiasts.

As Rome continues to evolve its approach to tourism management, the lessons learned from the Jubilee Year will undoubtedly shape the city’s strategy for large-scale events and help maintain its reputation as a top global destination for both religious and cultural tourism.