Naples has reached 57% positive sentiment on social networks, the highest level recorded by the Spin Factor report and six percentage points higher than in 2024. The figure was announced by Mayor Gaetano Manfredi and reported by Il Mattino.
The result has been presented as a sign of the city's improving national image. Coverage describes Naples as winning over social-media conversation, with culture, tourism and major events doing much of the work.
From 51% to 57% in two years
According to reporting on the Spin Factor analysis, positive sentiment toward Naples has risen steadily: 51% in October 2024, 55% in October 2025, and 57% in the latest measurement.
The analysis was produced by Spin Factor using Human, described as an AI-based social-listening platform. The retrieved coverage does not publish the full report, including its sample size, data-collection volume, geographic comparison set or detailed classification methodology, so the headline figure is best read as a directional signal from online conversation rather than a complete public-opinion survey.
Newspaper coverage also describes the 57% result as the highest level recorded by the report. The underlying ranking and comparison cities were not independently available in the retrieved documents.
What is driving the positive conversation
Culture leads the positive drivers at 31%, followed by tourism and major events at 26% and football at 19%, according to Il Roma's breakdown of the findings. Urban regeneration accounts for 12%, traditions for 7% and solidarity for 5%.
That order matters for readers trying to understand the Naples being discussed online. It is not a single story about one event or one season. The favourable conversation combines cultural life, visitors and large public events, football, changes to urban spaces, local traditions and acts of solidarity.
Crime remains the main counterweight. It is reported at 51% of the negative drivers, with Lo Strillone similarly reporting that security remains the central unresolved theme even as favourable sentiment rises to 57%.
What the 57% does — and does not — measure
The 57% figure measures sentiment in social-media discussion. It should not be treated as a representative poll of all residents or visitors.
That distinction is important. Social-listening captures what people post and how posts are classified as positive or negative; it does not survey a balanced sample of the population, nor does it explain why any individual holds a particular view.
Readers should also keep the positive and negative breakdowns separate. The reported shares for culture, tourism, football and other themes describe the composition of positive conversation, while the 51% figure for crime describes the composition of negative conversation. They are not shares of all online discussion.
A separate signal from visitors
A separate Comune di Napoli tourism survey offers additional context, although it measures something different: declared visitor satisfaction rather than social-media sentiment.
That survey reported a three-day average stay and a 4.4 out of 5 rating for history, landscape and food. It also stated that 90% of Italian respondents and 91% of foreign respondents wanted to return to Naples.
The two indicators should not be presented as the same measure. One tracks online sentiment; the other tracks visitors asked about their stay. Taken together, however, they point in a similar direction: people who visit Naples report high satisfaction, and people talking about Naples online are increasingly positive — while concern about crime continues to shape the negative side of the conversation.