Italy luxury hotels generate €10.4 bn in 2025, attracting high‑spending tourists
Italy’s luxury‑hotel sector recorded €10.4 billion in direct tourist expenditure in 2025, highlighting its growing appeal to affluent travellers. The data, released in November 2026, shows a strong concentration of five‑star accommodation in major destinations and a dominant share of international visitors.
In this story
At a glance
- What changes
- Luxury hotel spending reaches €10.4 bn in 2025
- Timing
- Data reflects 2025 performance
- Who is affected
- High‑spending tourists visiting Italy
The details
- Announced by
- Demoskopika
Market size and economic impact
Research from Demoskopika shows that five‑star and luxury hotels in Italy generated an estimated €10.4 billion in direct tourist spending during 2025. This amount represents 17.3 % of the country’s total hotel‑sector turnover, which is estimated at €60.3 billion.
An average overnight stay in a luxury property contributed about €702 in tourist expenditure, compared with €209 across the wider hotel market. The luxury segment recorded roughly 14.9 million overnight stays and more than 4.9 million arrivals in 2025.
Geographical concentration
Italy had 809 five‑star and luxury hotels in 2025, offering around 109,941 beds – only 4.8 % of total hotel capacity. Seventeen provinces accounted for 79.2 % of luxury‑hotel overnight stays, while 25 provinces had no five‑star establishments at all.
The leading provinces are Rome, Bolzano, Venice, Florence and Milan, together responsible for 53.4 % of national luxury‑hotel occupancy. Lazio, Trentino‑Alto Adige, Campania, Valle d’Aosta and Sardinia also rank among the top regions for high‑spending visitors.
International visitor profile
Foreign guests made up about 77.7 % of luxury‑hotel overnight stays in 2025, underscoring the segment’s strong international appeal. Demoskopika identified eleven key source markets – Germany, United States, United Kingdom, France, Switzerland, Austria, Spain, Netherlands, Canada, Australia and Japan – which together contributed 62.2 % of foreign luxury‑hotel nights.
Germany and the United States were the most valuable markets, delivering roughly €6.39 billion and €4.69 billion respectively to the broader hotel economy.
What this means for travellers
Trip planning
- Travelers should book luxury rooms well in advance, especially in Rome, Venice, Florence and Milan where supply is limited.
- Visitors to less‑served provinces may need to consider boutique or countryside hotels as five‑star options are scarce.
Cost and documents
- No new fees or documentation requirements are introduced by the data release.
- Average spend per night in a luxury hotel remains around €702, indicating higher daily budgets for affluent travellers.
What you need to do
- Check availability early for high‑season dates to secure preferred luxury properties.
- Monitor regional hotel capacity reports if planning trips to provinces with few five‑star options.
Who this affects
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Affluent international tourists
They accounted for 77.7 % of luxury‑hotel overnight stays in 2025.
What to do Plan bookings early and target regions with strong luxury‑hotel presence.
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Domestic high‑spending travellers
Italian residents also contribute to luxury‑hotel demand and benefit from regional growth.
What to do Consider emerging luxury hubs such as Trentino‑Alto Adige or Valle d’Aosta for new experiences.
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Travel agents and tour operators
The concentration of luxury accommodation in a few provinces affects itinerary design.
What to do Adjust packages to include alternative premium lodging where five‑star supply is limited.
Frequently asked questions
How much did Italy's luxury hotels earn in 2025?
Italy’s five‑star and luxury hotels generated about €10.4 billion in direct tourist expenditure in 2025, according to Demoskopika research.
Which Italian regions have the most luxury hotels?
Rome, Bolzano, Venice, Florence and Milan together host over half of the country’s luxury‑hotel overnight stays, with Lazio, Trentino‑Alto Adige, Campania, Valle d’Aosta and Sardinia also ranking highly.
What share of luxury‑hotel guests are foreign visitors?
Foreign guests made up roughly 77.7 % of luxury‑hotel overnight stays in Italy during 2025, highlighting strong international demand.
Which source markets drive Italy’s luxury‑hotel sector?
Germany and the United States are the top spenders, followed by the United Kingdom, France, Switzerland, Austria, Spain, Netherlands, Canada, Australia and Japan, together accounting for 62.2 % of foreign luxury‑hotel nights.
Is luxury‑hotel capacity growing across Italy?
The number of five‑star hotels rose to 809 in 2025, a modest increase, but they still represent only 4.8 % of total hotel capacity, with many provinces lacking any luxury properties.
