FLORENCE, Italy (AP) — James Atkinson and Samantha Fortino enjoyed a Tuscan vineyard tour and learned to make traditional pasta and Bolognese sauce with their family and friends while in Florence. During their time in Italy, Atkinson developed a taste for Chianti, and Fortino discovered her love for the Hugo Spritz cocktail, which was a safe choice to avoid staining her wedding dress for their upcoming ceremony on July 24.
Italy has become the backdrop for numerous high-profile weddings over the past decade, with the most recent being Jeff Bezos and Lauren Sánchez's lavish celebration in Venice. However, beyond the celebrity spotlight, many ordinary American couples are increasingly choosing Italy for their special day, seeking a more intimate and meaningful experience.
Samantha Fortino, 28, a neonatal nurse from Skaneateles, New York, expressed her thoughts on weddings in the United States, stating, "Weddings in America can be a little too grand and a little bit too big and it ends up not really being about the couple. We both just really wanted something intimate and meaningful." This sentiment reflects a growing trend among couples looking for personalized ceremonies away from the grandeur typically associated with American weddings.
In 2022, over 15,000 foreign couples were married in Italy, an increase of 64% compared to 2019, according to research from the Center of Tourist Studies of Florence. American couples lead this surge, comprising nearly one-third of the total foreign weddings. Italy is now the top international wedding destination for Americans, following only Mexico.
The allure of Italy stems from its enchanting combination of romantic landscapes, delightful cuisine, and favorable weather. Many couples are also drawn to the potential for unique and memorable experiences outside of the wedding events, aligning with the consumer trend known as "the experience economy." Atkinson, 31, a concrete company owner, noted, "In the United States, everything is just more expensive for one night, and we wanted to make an experience, so we did two nights here." He emphasized the value of making their wedding a memorable trip with family and friends.
Guests at these weddings are often thrilled by the opportunity to explore Italy. For instance, one attendee who had never visited Italy seized the chance to take side trips to Venice and Cinque Terre with the wedding party. Another guest, Gary Prochna, almost canceled due to work commitments but was ultimately mesmerized by the breathtaking venue — a 15th-century villa offering stunning views of Florence and its renowned Duomo. Prochna, 68, reminisced about his own wedding, stating, "I thought — until this moment — we had the best wedding," and expressed his hopes that his daughters might marry abroad as well.
Prominent luxury event planner Marcy Blum, based in Manhattan, reported that nearly 90% of the weddings she coordinates take place in Italy. She explained the popularity of Italian destinations, stating, "You send an invitation that you’re getting married in Capri or Positano and everybody comes. Everybody. They want to come. Nobody cancels." This reflects a strong trend where guests are eager to travel for such events.
Jack Ezon, CEO of the luxury travel and destination event service Embark Beyond, noted that before the pandemic, 60% of his firm’s events were outside the U.S., but this figure has now climbed to almost 90%, with Italy and France being the primary destinations. Additionally, the anticipation of tariffs on alcohol during the Trump administration has prompted couples to shift their wedding plans from the U.S. to Europe to avoid inflated bar bills.
The destination wedding trend has significantly benefited planners who have established networks across Italy, as American clients are known to spend approximately three times more than Italians on their weddings. While the average wedding cost in the U.S. was $32,000 last year, foreigners marrying in Italy spent an average of 61,500 euros ($70,600), typically inviting fewer guests.
During the Atkinson wedding ceremony, set in a garden with swaying cypress trees, the couple's personalized touch shone through. The bride, in a lace mermaid-silhouette gown, made her entrance to the theme song of Star Wars, which prompted tears from the groom as they exchanged vows. The officiant humorously modified the traditional wedding script by asking for approval of the union instead of highlighting any reasons against marriage, joking, "We all flew to Italy and can’t get our points back! So instead I’ll ask: Who here approves of this union?" This elicited a cheerful response from their guests.
