In the past decade, tourism has increased, mostly among Italians and other Europeans. Abruzzo's wealth of castles and medieval towns, especially near the town of L'Aquila, has earned it in some quarters the nickname of "Abruzzoshire".

International tourism is becoming more evident largely as a result of the international flights from other European states, Great Britain, and North America which enter Pescara not far to the north in Abruzzo. The tourists are attracted by large expanses of unspoiled beaches, a relative lack of congestion, and the gentle pace of life.