Tax-Free Shopping in Italy: Brazil, Turkey, India, China, and Japan Drive Major Growth

Published on February 16, 2026

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Italy’s map of tax-free shopping is shifting, with an exciting new surge in spending from Latin American, Turkish, and Indian visitors. These emerging markets are changing the landscape of shopping tourism in Italy, bringing fresh demand for luxury and premium brands. Over the last few years, these countries have more than tripled their tax-free shopping expenditures, surpassing traditional shopping powerhouses like China and Russia.

A New Shopping Boom in Italy

From 2019 to today, Italian shopping tourism has seen a radical change. Historically dominated by Chinese and Russian visitors, the tax-free shopping market is now benefiting from the rise of visitors from Latin America, Turkey, and India. These new markets have significantly increased their spending by over 200%, accounting for a growing share of Italy’s tourism economy. Lybra Tech’s forecasts for the first four months of 2026 predict that this trend is not cyclical and will continue to grow, particularly from countries like Brazil, Argentina, Turkey, and India.

The increasing appeal of multi-city trips, combining cultural experiences with world-class shopping, is contributing to this growth. Travelers from these regions are planning longer stays and prioritizing high-quality shopping alongside their cultural experiences. With this shift, Italy has become even more attractive to those seeking an upscale shopping experience.

Latin America: A Key Player in Shopping Tourism

Among these new shoppers, Latin America has become the most significant emerging market for Italian retail, accounting for 8% of total tax-free shopping spending. Since 2019, Latin American spending has surged by 161%, with Brazil, Mexico, and Argentina leading the charge. Rome remains a top destination, but the consumer profile is evolving. Fewer ultra-high spenders are visiting, and more aspirational shoppers are seeking premium and lifestyle brands, as well as perfumes.

While Brazil and Argentina contribute the most to shopping volumes, their purchasing behaviors differ. Brazilian shoppers tend to have longer stays and often travel with families, while Mexican visitors focus more on luxury goods. Despite these differences, the common theme is clear: the Latin American market is seeking multi-stop trips, longer stays, and authentic Italian experiences, with a mix of luxury and premium shopping.

Turkey’s Explosive Growth in Italian Shopping

Turkey has emerged as a market with explosive growth in tax-free shopping, seeing an increase of 428% over 2019. Milan continues to be the focal point for Turkish visitors, especially when it comes to shopping for fashion, footwear, and watches. Interestingly, Turkish shoppers are showing significant generational polarization, with both Gen Z and those aged 59 and above representing strong buying groups.

What sets Turkish visitors apart is their growing interest in outlet shopping, which is becoming an increasingly popular channel for capturing a share of their spending. The Turkish market’s focus on fashion trends, combined with their diverse purchasing power, makes them an essential segment for the Italian retail sector.

India: A Young, Luxury-Focused Shopper Market

Meanwhile, India is showing impressive growth with a 164% increase in spending over 2019. Indian visitors are typically younger and have a strong inclination toward luxury shopping. Many of these travelers visit Italy with a focused intent to shop for high-end fashion, jewelry, and watches. Milan, with its outlet shopping, and Venice, with its symbolic charm, are particularly attractive destinations for Indian tourists, who generally stay for an average of 3-4 nights. Spring months see the highest foot traffic from Indian shoppers.

The trend among Indian visitors leans towards carefully planned trips that combine cultural exploration and shopping, with a significant emphasis on luxury experiences. With this rising demand, Italy’s iconic shopping destinations like Milan and Venice have become even more important hubs for attracting Indian visitors.

Shopping Hubs and Seasonal Preferences

As these emerging markets increasingly flock to Italy, certain cities have become clear favorites for shopping tourism. Milan remains the top destination for all three groups, particularly for Turkish and Indian shoppers. The city’s mix of high-end stores and outlets makes it a central hub for luxury shopping. Venice, on the other hand, has emerged as a favorite for Indian and Turkish tourists, drawn by its timeless beauty and status as a symbolic shopping destination. Rome retains its position as the flagship city for visitors from Latin America, especially in the winter months when the city’s shopping streets bustle with tourists looking for high-quality Italian fashion and luxury goods.

Florence, known for its historical significance and artistic heritage, has become the preferred destination for shorter stays, particularly for family trips as part of multi-stop itineraries. Its charm and proximity to iconic shopping streets make it an ideal stop for those combining culture with shopping.

A Changing Landscape for Retail, Hospitality, and Destinations

The changing profile of Italy’s shoppers brings new opportunities for retail, hospitality, and tourism sectors to adjust their offerings. With the growing number of visitors from Latin America, Turkey, and India, businesses need to adapt to the shifting seasonal rhythms and consumer behaviors. Luxury shopping destinations in Italy are evolving to meet the demands of these new tourists, offering tailored experiences that cater to their tastes and preferences.

Understanding these emerging markets’ evolving purchasing habits, along with their interest in multi-city experiences and experiential shopping, will allow Italy to continue benefiting from their growing spending power. As forecasted by Lybra Tech, this upward trend in spending from Brazil, Argentina, Turkey, and India will remain strong in the coming years, making them key players in Italy’s tourism and retail growth.

In Conclusion: Italy’s New Shopping Era

Italy’s tax-free shopping landscape is evolving, with Latin America, Turkey, and India emerging as key markets for the future. These regions’ increasing interest in luxury fashion, outlet shopping, and multi-city itineraries is reshaping the tourism and retail industry in Italy. For both retailers and tourism boards, the growing demand from these markets presents a unique opportunity to cater to a new wave of shoppers, eager to immerse themselves in Italy’s world-renowned shopping scene while discovering the rich cultural heritage that makes the country so special.