High-end tourism in Italy continues to prove itself a solid and growing sector. In 2024, luxury (5-star) hotels recorded approximately 4,5 million arrivals and 12,8 million overnight stays, generating a total turnover of over €9 billion. This segment represents approximately 16,8% of the entire Italian hotel sector, estimated at around €54 billion. Between 2008 and 2024, excluding the pandemic years, the annual growth rate of luxury tourism was 9,2%, compared to an average growth rate for the hotel sector of 5,2%.
The most searched regions
Among the most attractive regions for luxury tourism, the following stand out: Lazio, Campania, Lombardy, Veneto, and SardiniaLazio, with Rome in first place, leads the national rankings thanks to its unique combination of historical and cultural heritage and high-quality services. Campania remains a sought-after destination for its iconic locations and exclusive accommodations. Lombardy has shown a strong post-pandemic recovery, recording a 26% increase in overnight stays in 2024 compared to 2019 in some key locations. Veneto and Sardinia also represent significant destinations, offering exclusive experiences among art cities, seaside resorts, and charming villages.
Tourist behavior and spending availability
The luxury tourist who chooses Italy has specific characteristics and significant spending habits. Approximately 65% of guests come from international markets such as Germany, the United States, the United Kingdom, Switzerland, France, Austria, Spain, the Netherlands, Canada, Australia and Japan. In 2025, the luxury segment in Italy will record approximately 4,6 million arrivals and over 12,9 million overnight stays. The high-end tourist has an average declared income of approximately 85.000 euros and a average holiday spending over 8.000 euros, confirming the propensity to invest in quality experiences and exclusive services. Italy is perceived as an exclusive and high-quality destination by the foreign tourists surveyed, attracted primarily by its cultural heritage, which accounts for 24%, and its natural beauty, which accounts for 20% of the factors in their choice.
Further growth is expected
The luxury tourism sector, while mature, still shows room for growth. For 2025 (the first half of the year), arrivals are expected to increase by 2% and overnight stays by 1,4% compared to 2024. For 2026, the outlook for luxury tourism in Italy is very positive. A further increase in arrivals and presences is expected, with an estimated growth of between 2% and 3% compared to 2025, driven by the demand for authentic and personalized experiences. Established areas will continue to perform strongly, while less-explored regions have the opportunity to attract high-end visitors thanks to new, targeted initiatives, new luxury accommodations, and innovative experiential itineraries. High-end tourists will seek shorter but intense stays, combinations of culture, nature, and wellness, tailor-made experiences, and a focus on sustainability.
Luxury yes, but with exclusivity and cultural identity
Italy now has the opportunity to consolidate its leadership in luxury tourism, focusing on a winning combination of quality, exclusivity, and cultural identity. While some areas of excellence are concentrated, there is potential to enhance less-explored regions, reducing the concentration of flows and expanding the economic impact nationwide. High-end tourists seek authentic and personalized experiences, with a growing focus on sustainability.
Targeted public investments and incentives are needed
To sustain and expand this growth, it will be essential targeted investments and public and private incentives, which allow for the enhancement of infrastructure, the opening of new luxury facilities, and the promotion of experiential itineraries, even in lesser-known regions. Only in this way can Italy consolidate its leadership in luxury tourism, offering unique experiences, exclusive settings, and personalized services, combining modernity with the allure of 50s Roman Holidays.
