Hospitality, First Half of 2025: Italy a Magnet for Investors

Italy: A European Hub for High-End Tourism

Italy's success is fundamentally rooted in its status as a key destination for global tourism, attracting increasingly affluent travelers.

• Demand/Supply Imbalance: Over 54% of tourists choose 4-star and 5-star hotels, yet the existing supply remains heavily concentrated in the mid-range segment. This discrepancy creates compelling repositioning opportunities for investors looking to upgrade existing properties.
• High-End Focus: The market responded by channeling investment directly into the most desirable segments: 5-star hotels accounted for 54% of transaction volume, and 4-star hotels accounted for 38%.

Investment activity was geographically diverse, demonstrating capital confidence across the country, with Northern Italy leading the way at 55% of investments.

Beyond the traditional primary locations (Rome, Milan, Venice, Florence), there is strong growth in "trending locations" like Lake Como, Sardinia, Lake Maggiore, the Riviera delle Palme, and the Dolomites, areas characterized by high international demand and unsaturated supply.

Operators and Investment Strategies

Hotel operators remained the most active buyers, accounting for 40% of investments, followed by private equity funds, institutional investors, and family offices.

A significant portion of activity was dedicated to value-add transactions (31% of total). This strategy focuses on properties requiring redevelopment, conversion, or development from scratch to reposition them squarely within the mid to high and premium segments, capitalizing on the demand/supply gap.

The outlook remains strongly positive, with sustained growth forecast:

2025 Forecast: Investment growth of 19% compared to 2024.

2027 Forecast: Investment growth of 25% compared to 2024.

Growth will continue to be driven by robust international tourist spending (especially from the US, EU, and Asia), favorable macroeconomic conditions, and the growing attractiveness of the non-hotel sector.

The surge of €1.25 billion in hospitality investment in the first half of 2025 is not just a sign of market health. It is a clear directional signal. With over half of all tourists demanding premium accommodations, the current imbalance between this high-end demand and the mid-range supply represents a unique and strategic opportunity for growth. This is evident in the fact that value-add transactions focused on converting and repositioning properties accounted for nearly a third of all investment.

From Lake Como's surprising 20% volume share to the established primary cities, Italy remains a magnet for international capital. The outlook through 2027 is a powerful call to action: those who move decisively to address the supply gap through visionary redevelopment will be the ones to capitalize on Italy's enduring value as a world-class destination.