According to a report from Trademark Italia, 2024 was a successful year for Italy’s tourism sector, confirming sustained growth following the pandemic.
An analysis of the market in 39 cities across the country showed significant improvements in key indicators:
Hotel occupancy increased by +0.9% in Q4 2024 compared to 2023
The average room rate (ADR) increased by +5.3% during the same period
Overall, 2024 ended with positive dynamics:
Occupancy: +1.3% growth
ADR: +7.8% (average €148.65 per night)
KEY GROWTH FACTORS
- The return of international tourists, especially from the USA and Asia
- Increased demand for the premium segment (Luxury and Upscale)
HOTEL CATEGORY STATISTICS (2024)
| Hotel Category | Occupancy | Average Room Rate (ADR) |
| 5★ (Luxury) | 68.1% | €610 |
| 4★ (Upscale) | 74.5% | €154 |
| 3★ (Midscale) | 72.9% | €71.50 |
TOP 5 CITIES BY PRICE DYNAMICS
Venice — €247.40 (+5.7%)
Florence — €202.65 (+8.5%)
Milan — €200.59 (+7.4%)
Rome — €177.86 (+6.8%)
Como — €161.79 (+15.3%)
PROMISING INVESTMENT DIRECTIONS
Although Rome, Milan, Florence, and Venice (the BIG FOUR) traditionally lead in revenues, investors should also focus on:
- Seaside and ski resorts – seasonal, but high-income demand
- Agritourism in Tuscany and Umbria – a growing trend
- Hotels near thermal springs – steady tourist flow year-round
If you are considering purchasing a hotel or apartments in Italy, now is the perfect time to analyze the available offers!
