According to recent data, overnight stays in San Marino rose by 8.5% in summer 2026, with officials stating visitors are now choosing to stay longer in destination, rather than day-tripping. 

San Marino will be sharing its positive tourism trajectory news at WTM London (3-5 November), alongside the reasons behind the switch-up in travellers' behaviours. 

One major reason is its heritage offerings: San Marino is one of the world’s oldest republics (founded in AD 301), with its UNESCO-listed centre alluring visitors interested in history-focused travel – a growing sector in the industry. 

Perched atop Mount Titano, the Three Tours of San Marino are perhaps the territory's most identifiable landmark, with the ancient fortification featuring on its flag. 

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Alongside its heritage highlights, other attractive qualities include its medieval festivals, food and wine offerings, as well as walking and hiking adventures – with more than 100km of marked trails.

For motorsport enthusiasts, it’s also close to Misano, home to the Grand Prix of San Marino and the Riviera of Rimini, taking place annually in September. 

San Marino is also easy to reach from Rimini (45 minutes) or Bologna (1 hour 45 minutes), as well as being a natural add on for itineraries in Emilia-Romagna and along the Adriatic coast.

In a statement for travel agents, a spokesperson for the tourist board said: "San Marino is something of a hidden secret within Europe. 

“Agents, come and discover the charms of this tiny independent country, which is completely surrounded by Italy, and learn why it should be on your clients' radars."