America discovers Sardinia, with U.S. tourism increasing by 80% in two years.

Granted: Hawaii is the fiftieth state. It's home for an American. But when it came to summer, there was no way to convey the message that on the other side of the ocean, in the Mediterranean, there was a land with a special sea. Sardinia. The discovery was slow. Almost belated. But today the progression is impressive: since 2019, US tourist arrivals have grown by 220.2%, rising to a 246.4% increase in stays.

Merits don't matter here. It's the badge of honor of those who, politically, have done better than others. Ultimately, it was a matter of sowing seeds over time. In 2025, American arrivals, i.e. overnight stays, in Sardinia reached 400,000. Compared to the previous year, that record number represents a 34% increase. In two years, it's up 80%. A year-over-year growth rate of around 50 points, including 2022, when tourist arrivals from the US already recorded a 134.3% increase. Perfectly in line with overnight stays, at 134.8%. Today, the US vacation market is playing on equal terms with European travelers: after arrivals from the Netherlands and Austria, just a stone's throw from Sardinia, there are the Americans.

Sociologically, when a new tourism phenomenon emerges, there's always a reference pyramid that explains the growing interest in the new destination. Indeed, a travel destination is linked to geographical knowledge, which is growing significantly among so-called high-end vacationers—those with extremely high spending power who seek exclusive, personalized, and luxurious experiences. Secondly, there are enthusiasts of sailing, ancient history, and food and wine.

Three interests, far removed from one another, yet all crucial in driving travel. Then there's visibility: more communication about Sardinia, even overseas, although the popularity of the Amalfi Coast and Tuscany in the United States remains out of reach for now. To give an idea of the magnitude, but also to understand the scope for growth: in 2024, 2.7 million Americans traveled to Italy. The 400,000 visitors counted in Sardinia, with an average stay of 3.3 nights for each tourist, correspond to just over 121,000 visitors. That's 4.5% of the total.

The full article by Alessandra Carta and further details are available in the newspaper at newsstands and on the Unione Digital app.