Over the years, I’ve often been approached by managers, both Italian and international, seeking insights into the scuba diving market in Italy. I take pride in this, because it means the experience I’ve built in the industry is seen as a reliable reference. What surprises me, however, is how little these companies actually know about this market. They don’t invest in research, they have no grasp of the numbers or the trends—and yet, in many cases, they’re ready to pour serious money into the sector. How is that even possible? How can anyone make an informed investment without understanding the fundamentals of the market?
That’s exactly why I decided to shed some light on the current state of scuba diving in Italy. In this article, I’ve verified some of the most widely shared claims and statistics, comparing them with concrete data from credible sources. What emerges is a complex picture—one made of passion, challenges, deep shifts, and unexpected opportunities.
In the last 30 years of scuba diving
Over the past two decades, the popularity of scuba diving in Italy has shown signs of decline after its peak in the 1980s and 1990s. The total number of certified divers in the country was estimated at around 250,000 as of 2019, but the number of truly active divers was significantly lower – less than 100,000 as of early 2020. Additionally, new certifications issued by training agencies have decreased compared to the past, indicating an insufficient generational replacement. Scuba diving agencies across Europe struggle to attract younger divers, and the average age of recreational divers continues to rise. Below, we analyze key industry trends, including tourism, equipment sales, and online interest, as well as the potential reasons behind this decline, using concrete data and reliable sources.
I hope the diving industry can appreciate the fact that I’ve been taking my son diving with me since he was 4 years old, but that alone isn’t enough to create generational change. He’s almost always the only kid in the group who dives. He’s only 14, sure, but sometimes, I’m still the youngest one there… and I’m his father.
Number of divers and certifications issued
The number of active scuba divers in Italy has gradually decreased over the years. More than 300,000 Italians hold scuba diving certifications, however, only about 100,000 were actively diving before the COVID-19 pandemic, suggesting a significant drop-off in participation after initial certification. Furthermore, the annual number of newly issued certifications has decreased, reflecting a broader decline in interest.
During the 1980s and 1990s, scuba diving experienced a boom in Italy, but since the early 2000s, participation has been shrinking. Major training agencies have noted the difficulty in attracting younger generations, with Europe-wide trends showing an aging diver population. Additionally, alternative water sports like freediving and spearfishing have become more popular than scuba diving. Overall, the diver population in Italy appears stagnant or slightly declining, with fewer young people entering the sport.
The state of scuba diving tourism
Scuba diving tourism has faced fluctuations over the past two decades. Globally, dive tourism represents a niche but significant market, valued at approximately $3 billion in 2024. About 800,000 European divers take at least one scuba diving trip per year.
Italy, with its 8,000 km of coastline and numerous marine protected areas, attracts a portion of these travelers and also sends many Italian divers abroad to destinations like the Red Sea and the Maldives. However, the sector has suffered during economic downturns. For example, after the 2008 financial crisis, fewer Italians could afford expensive dive trips, and during the COVID-19 pandemic, the entire industry came to a halt: no certifications were issued, dive centers closed, and tour operators ceased operations.
Even domestic dive tourism has declined. In the Portofino Marine Protected Area, one of Italy’s top dive spots, the number of permits and recorded dives has decreased. This suggests a general decline in dive tourism within Italy itself. While the demand still exists, it remains volatile and highly dependent on economic conditions. Industry experts warn that dive tourism was already a shrinking niche before the pandemic and fear further contraction in the future. Additionally, the increasing costs of travel—including higher airfare, fuel prices, and accommodation expenses—have made it harder for divers to justify expensive trips to prime diving locations.
The equipment market and dive centers
The scuba equipment and dive center industries reflect the same downward trend. The Italian scuba diving market (excluding tourism) was valued at approximately €300 million by the late 2010s, supporting thousands of businesses (manufacturers, distributors, retailers, schools, and dive centers). However, in recent years, many long-standing dive shops have closed, and new openings have become rare. Large sports retail chains no longer stock significant scuba diving sections, indicating declining retail demand.
On the manufacturing side, even major brands have faced financial difficulties. Global scuba equipment sales in 2022 were still about 12% below pre-pandemic levels, and compared to other marine sports sectors, scuba diving showed a significant gap (with sales down 46% relative to other water sports).
For dive centers, rising operational costs have become a major challenge. Many no longer benefit from subsidized fuel for boats, and with increasing energy prices, expenses for electricity and fuel have reached unsustainable levels. Additionally, unpredictable factors—such as equipment failures or prolonged bad weather—can push dive centers into financial losses. Maintaining a dive operation has become more expensive, leading to fewer operators in the market. The overall impact is fewer courses sold, fewer equipment purchases, and fewer dive trips, resulting in economic strain across the entire industry.
Online trends and media interest
Trends in online search behavior also reflect the declining interest in scuba diving. Google Trends data shows that searches for terms like scuba diving or diving courses have decreased over the past 10-15 years. In the 2000s, scuba diving received significant media attention, supported by dedicated magazines and trade fairs, whereas today, interest has shifted toward other outdoor and adventure sports.
Diving forums and online communities frequently discuss the decline in new divers, highlighting concerns about the future of the sport. Social media and industry blogs also point out changes in behavior: dive boats and dive shops that were once crowded now often operate at reduced capacity, especially outside peak seasons. In short, online interest in scuba diving has declined, reflecting a broader shift away from traditional diving experiences toward newer, more accessible activities.
Google Trends: a sharp decline in interest for scuba diving
The graph shows Google search trends in Italy from 2004 to the present for three scuba-related terms: “subacquea”, “immersioni”, and “diving”. Regardless of which keyword you choose, the data clearly reveals a significant and steady drop in search volume over time.
One for all: ‘Diving’ lost more than 95%.
After a peak in the early 2000s, interest has gradually declined year after year, reflecting a broader decrease in public curiosity and enthusiasm for scuba diving. The seasonal spikes remain (mostly during summer), but the overall baseline has dropped considerably.
Future outlook and potential solutions
Despite these challenges, there are opportunities to rejuvenate interest in scuba diving. Some possible solutions include:
- Promoting youth engagement – Training agencies and dive centers could focus on attracting younger divers through special youth programs, collaborations with schools, and social media marketing campaigns.
- More accessible diving options – Lowering the cost of entry through affordable equipment rentals, financing plans for certification courses, and bundled diving experiences could encourage more people to start diving.
- Technology and innovation – Advancements in dive gear, such as lightweight equipment, more convenient dry suits, and improved underwater communication devices, may make diving more appealing.
- Eco-tourism and marine conservation – Leveraging environmental awareness and linking diving to conservation efforts (such as coral reef restoration projects and citizen science programs) may attract a new generation of divers who value sustainability.
- Diving tourism diversification – Expanding beyond traditional deep-sea diving by promoting snorkeling, wreck diving, and eco-friendly dive excursions could broaden the market and appeal to different types of travelers.
Passion still remains
Scuba diving in Italy is experiencing a slow decline, with fewer young people entering the sport, rising costs making it less accessible, and increasing competition from alternative outdoor activities. The industry must adapt to changing consumer behaviors by embracing new strategies, such as affordability initiatives, sustainability-focused diving, and technological innovation.
While the challenges are significant, the passion for exploring the underwater world remains strong among dedicated divers. With the right adjustments and forward-thinking solutions, scuba diving can continue to be a cherished and thriving activity for future generations.
Note: information are based on Zero Pixel analysis and data mining by Scubaportal in the last 20 years + university groups support + other publications + deep research + feelings.
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