The Rise of Destination Weddings in Italy: Why More Americans Are Saying “I Do” in Europe, Transforming Nuptial Ceremonies Into Travel Experience

In the last few years, Italy has emerged as a newfound obsession as the destination for American couples tying the knot. Italy is already known for its romantic charm, scenic beauty, and rich cultural heritage. It offers a movie-like background for couples looking to make their wedding day etched into memory. As the allure of grand, expensive weddings in the United States has waned, many Americans are increasingly choosing destination weddings on the sun-drenched hills of Tuscany, in the romantic canals of Venice, or along the dramatic coastlines of the Amalfi Coast.

In fact, Italy’s wedding industry has seen a significant surge in foreign couples, with a notable increase in American tourists opting for intimate, memorable wedding experiences abroad. This shift is part of a larger trend known as the “experience economy,” where consumers seek meaningful, once-in-a-lifetime experiences rather than material possessions. Italy, with its historic venues, rich culture, and stunning landscapes, fits perfectly into this desire for unique wedding experiences.

The Surge in Weddings: The Influence of Celebrities and The Bezos Effect

A major catalyst behind this trend is the influence of high-profile figures and celebrities who have recently tied the knot in Italy. Most notably, Jeff Bezos and Lauren Sánchez’s lavish wedding in Venice in 2025 brought global attention to Italy as a premier wedding destination. Their wedding, much like the previous nuptials of George Clooney and Amal Alamuddin, has fueled the desire among American couples to choose Italy for their own ceremonies. The term “The Bezos Effect” has even emerged, referring to how such lavish celebrity weddings contribute to the growing trend of Americans traveling to Italy to say “I do.”

Beyond the celebrities, American couples are also increasingly motivated by the intimate, less commercialized atmosphere of European weddings. Many are finding that weddings in Italy offer a much-needed respite from the over-the-top, often impersonal American wedding culture. For couples like James Atkinson and Samantha Fortino, who wed in Florence in July 2025, the decision to marry in Italy stemmed from the desire for a wedding that felt more personal and meaningful, away from the grandiose nature of traditional American weddings. Their experience included a private vineyard tour and a pasta-making class with close family and friends, a celebration of Italy’s food, culture, and history.

Why Italy? The Allure of Romance, History, and Culture

Italy’s appeal as a wedding destination lies in its ability to offer couples a perfect blend of romance, culture, and scenic beauty. From the cobblestone streets of Rome to the rolling hills of Tuscany and the romantic waters of Venice, the country offers an array of options for couples looking to marry in style. The mild climate, beautiful scenery, and charming venues such as ancient villas, churches, and gardens add to the appeal.

Many American couples are drawn to the idea of having a wedding in an iconic location like the Pantheon in Rome or the beautiful villas in the Tuscan countryside. The romantic charm of these settings, combined with the country’s rich history and culture, makes Italy an irresistible destination for those seeking a unique and intimate wedding experience.

The food and wine of Italy are another major draw. For couples planning weddings abroad, Italy offers a range of culinary experiences, from wine tours in the vineyards of Chianti to private meals featuring local Italian specialties. This focus on food and experience rather than elaborate décor and unnecessary extravagance makes Italy the perfect destination for those seeking an authentic celebration.

The Economic Appeal: Affordable Weddings with Added Value

The decision to get married in Italy is also economically driven. While it may seem counterintuitive, destination weddings in Italy can sometimes cost less than weddings held in the United States. The average cost of a wedding in the U.S. was $32,000 in 2024, according to The Knot. In contrast, weddings in Italy often average around €61,500 ($70,600), with fewer guests, a more relaxed atmosphere, and less emphasis on material extravagance.

Many couples are also choosing to extend their destination weddings into multi-day events, creating a vacation experience for themselves and their guests. In fact, American couples often spend up to three times as much on their weddings in Italy as their Italian counterparts, largely due to more elaborate wedding decor and additional activities such as group tours and excursions. This shift towards “experience economy” weddings, where couples and their guests have the opportunity to explore new places while celebrating, adds incredible value to the overall experience.

Weddings with an Experience: A Personal Touch

Couples like Atkinson and Fortino, who tied the knot in Florence, believe that their Italian wedding was far more than just a ceremony. For them, it was an entire experience, one filled with intimate moments, delicious food, cultural immersion, and shared memories. The couple spent two days in Italy, with their wedding serving as the centerpiece of the trip, offering their loved ones an opportunity to immerse themselves in the Italian lifestyle while celebrating their love. For them, the experience of spending time together in Italy, rather than just a one-night event in a lavish U.S. venue, made the trip all the more worthwhile.

One of the highlights for Atkinson’s guest, Gary Prochna, was the breathtaking 15th-century villa that served as the wedding venue. He had previously believed his U.S. wedding venue to be the most beautiful, but the stunning view of Florence and its famous Duomo left him in awe. Prochna, who had initially hesitated to attend due to work commitments, described the Italian wedding as “the most incredible wedding I’ve ever attended” and mentioned that he now hopes his daughters will follow suit by getting married abroad.

The Influence of Luxury Event Planners on the Destination Wedding Boom

The growing interest in destination weddings in Italy has been propelled by luxury wedding planners who specialize in creating unforgettable events for couples looking to marry abroad. According to Marcy Blum, a prominent event planner based in Manhattan, nearly 90% of the weddings she plans are in Italy. Her clients, she notes, are not only interested in the beauty of the destination but also the experience of sharing a memorable trip with loved ones. For Blum’s clients, weddings in places like Capri or Positano are more than a ceremony — they are a luxury vacation wrapped into an extraordinary, once-in-a-lifetime experience.

Conclusion: A New Chapter for Destination Weddings

The increasing number of American couples choosing to marry in Italy is a testament to the country’s growing status as a top venue for destination weddings. With its romantic atmosphere, stunning landscapes, and delicious food and wine, Italy offers a perfect setting for couples seeking to create lasting memories on their wedding day. Whether inspired by the celebrity allure of the rich and famous or motivated by the desire for a more intimate and meaningful celebration, couples are flocking to Italy to celebrate love in the most picturesque of settings.

As the experience economy continues to thrive, weddings like Atkinson and Fortino’s in Tuscany or Bezos and Sánchez’s Venetian affair highlight a shift in how couples view their big day — no longer just an event, but a cherished experience to share with friends, family, and loved ones. This growing trend seems poised to define the future of destination weddings, as more and more American couples seek out Italy for their own romantic celebration.

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