Authored by the expert who managed and guided the team behind the Italy Property Pack
Yes, the analysis of Tuscany's property market is included in our pack
Why is Tuscany such a standout destination for real estate investment in 2025? Is it the enchanting landscapes, the rich cultural heritage, or the competitive pricing compared to other European markets? What are the key advantages for investors?
We get asked these questions all the time because we’re on the ground, working closely with developers, real estate agents, and investors like you. With so much interest in this market, we’ve decided to turn our individual answers into a comprehensive article for everyone to benefit from.
Our goal is to provide a clear case for investing in Tuscany's real estate market, backed by our firsthand experience and market knowledge.
If you think we missed an important point in our content or want to know more, don’t hesitate to reach out (we answer super fast). Your feedback makes our content even stronger.
Finally, please note that this is not financial or investment advice. Investing in real estate carries inherent risks, and market conditions can change unexpectedly. We strongly encourage you to conduct thorough research and consult with a qualified financial advisor before making any investment decisions.
1) Tuscany is easy to reach from Rome and Milan, making it a highly appealing location
Tuscany is incredibly accessible thanks to its closeness to major Italian cities like Rome and Milan.
With high-speed trains like the Frecciarossa zipping along at up to 190 MPH, getting to Tuscany is a breeze. This means you can easily plan day trips or short stays without the hassle of long travel times.
Tourism in Tuscany is booming, with a 24.4% increase in overnight stays in 2023 compared to the previous year. This surge even surpasses the numbers from 2019, showing just how popular Tuscany has become.
The property market in Tuscany is also on the rise, with high holiday rental income potential. In Florence, the average Airbnb price per night is higher than in Rome and Milan, reflecting strong demand and increasing property values.
Many people from Rome and Milan are buying second homes in Tuscany, attracted by its central location and easy access to major cities. This trend underscores the region's appeal as a convenient and desirable place to own property.
Whether you're looking for a vacation spot or a property investment, Tuscany's blend of accessibility, charm, and growth makes it a top choice.
Sources: ItaliaRail, Tourism Review, MovingTo.io
2) Tuscany’s vineyards and olive groves are perfect for agritourism and boutique hotel investments
The region's scenic vineyards and olive groves in Tuscany offer a unique and authentic travel experience that has been increasingly attracting tourists. In 2023, Tuscany recorded a significant rise in international tourist flows, with foreign arrivals increasing by 17.6% over 2022, surpassing even the pre-pandemic levels of 2019.
This growing interest in Tuscany is driven by the high demand for unique experiences, where tourists are willing to pay a premium for certified quality food and wine products that are closely tied to the countryside and its culinary traditions. The agritourism sector in Tuscany has been thriving, with the region leading Italy in tourist arrivals in agritourism establishments, reaching nearly 1.3 million arrivals in 2023.
Moreover, the trend towards sustainable and eco-friendly travel aligns well with Tuscany's agritourism offerings, which emphasize organic farming practices and rural heritage. This alignment with global travel trends further enhances the investment potential in agritourism and boutique hotels in the region.
Sources: Statista, eGrove, IRPET
We made this infographic to show you how property prices in Italy compare to other big cities across the region. It breaks down the average price per square meter in city centers, so you can see how cities stack up. It’s an easy way to spot where you might get the best value for your money. We hope you like it.
3) Affluent buyers and investors are drawn to Tuscany for its luxury and high-end lifestyle
Tuscany is a hotspot for luxury living, drawing in wealthy buyers and investors.
In Tuscany, property prices are quite high, averaging around 2,364 euros per square meter. This reflects the region's desirability, especially in places like Lucca and Florence, where property prices are among the highest due to strong demand.
The luxury villa market in Tuscany is booming, attracting both local and international buyers. Areas like Versilia are particularly popular, with high demand for luxury villas and farmhouses that offer stunning sea views. The presence of famous luxury brands and services adds to the region's charm, providing the premium lifestyle that affluent buyers are after.
Tuscany's appeal as a tourist destination also boosts the demand for vacation rentals, making it a great spot for both short-term and long-term investments. The region's rich cultural heritage and beautiful landscapes attract international buyers, especially from Europe, the U.S., and the Middle East, who see Tuscan villas as stable investment opportunities.
Sources: Mordor Intelligence, Idealista, August Collections, Broker Immobiliare
4) Tuscany’s varied economy ensures a stable real estate market
Tuscany's diverse economy plays a crucial role in supporting a stable real estate market. The region's economy is bolstered by agriculture, tourism, and manufacturing, each contributing to its overall stability. In 2023 and 2024, Tuscany saw a significant rise in property values, driven by a growing interest in tourism and high-quality agriculture, making it an attractive destination for investors.
The consistent growth in tourist arrivals, particularly in agritourism, has positively impacted the real estate market. In 2023, Tuscany recorded nearly 1.3 million tourist arrivals in agritourism establishments, the highest in Italy. This influx of tourists has increased demand for short-term rental properties, further stabilizing the real estate market.
Agriculture, especially the olive oil industry, is another pillar of Tuscany's economy. The region produces approximately 150,000 quintals of olive oil annually, valued at nearly 130 million euros. This high-quality production supports both the agricultural sector and agritourism, providing diverse employment opportunities and contributing to the region's economic resilience.
Sources: Premiere Immobiliare, Statista, The Florentine
5) Tuscany’s mix of hills and coastlines gives you diverse real estate options
The region's diverse landscapes, from rolling hills to coastal areas, offer varied real estate opportunities due to several factors. In 2023 and 2024, property prices in Tuscany showed a positive trend, with an average price of €2,451 per square meter, reflecting a growth of 2.5% since March 2021. This indicates a healthy real estate market that benefits from the region's natural beauty and appeal.
Coastal areas, such as those around Florence, have become particularly attractive for holiday rentals, with an average Airbnb price per night of €191, surpassing other major cities like Rome and Milan. This high rental income potential makes coastal properties a lucrative investment for those looking to capitalize on the tourism boom.
Moreover, Tuscany's popularity as a tourist destination has been on the rise, with over 14 million visitors in September 2023 alone. This influx of tourists not only boosts the demand for vacation homes but also enhances the rental income potential for property owners, whether they are targeting short-term holiday rentals or long-term leases for locals.
Sources: Studentsville, Istat, iAd Overseas
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6) Tuscany’s focus on sustainable tourism increases the value of eco-friendly real estate projects
The region's commitment to sustainable tourism significantly boosts the value of eco-friendly real estate projects. This is largely due to the rising demand for eco-friendly accommodations, as more tourists are seeking hotels and resorts that adopt sustainable practices like energy efficiency and waste reduction. This trend has been growing since 2023 and 2024, and it continues to drive the market forward.
Moreover, the Italian government has been actively supporting sustainable tourism by implementing policies and offering incentives. This governmental support encourages businesses to adopt greener practices, which in turn enhances the value of eco-friendly real estate projects. The economic benefits of sustainable tourism, such as job creation and local economic growth, also contribute to higher property appreciation rates for sustainable developments.
Case studies like Borgo Pignano in Tuscany, which has received international recognition for its sustainable practices, further illustrate the value of eco-friendly real estate. The estate's use of locally sourced materials and innovative farming techniques not only reduces its carbon footprint but also attracts eco-conscious tourists, thereby boosting its value.
Sources: Markwide Research, Green Globe, Straits Research
7) Tuscany’s lively festivals, like the Palio di Siena, attract visitors and potential renters
Tuscany's festivals, like the Palio di Siena, are a magnet for tourists and potential renters.
In 2023, the region saw a 17.6% jump in foreign visitors during festival seasons compared to the previous year. This surge underscores the worldwide allure of Tuscany's cultural celebrations. Imagine the streets bustling with people from all over, eager to experience the unique charm of these events.
The demand for short-term rentals has skyrocketed, especially around events like the Palio di Siena. Visitors often choose to rent homes to fully dive into the local culture and festivities. This preference has driven up occupancy rates and rental prices, particularly in areas near major festivals, making it a hot spot for property investors.
Media and social media buzz are crucial in drawing tourists to Tuscany's festivals. The Palio di Siena, for instance, garners global attention, sparking even more interest in the region. This media spotlight not only attracts visitors but also boosts local businesses and hospitality services, which thrive during these bustling periods.
Local businesses, from quaint cafes to charming bed-and-breakfasts, see a significant uptick in activity during festival times. The influx of visitors means more customers and increased revenue for these establishments, creating a vibrant economic ripple effect throughout the community.
For those considering buying property in Tuscany, these festivals offer more than just entertainment; they present a lucrative opportunity. The consistent flow of tourists during these events ensures a steady demand for rentals, making it a smart investment choice. Owning a property here means tapping into a thriving market driven by cultural tourism.
Sources: IRPET, Studentsville, Travel and Tour World
8) With Tuscany’s cultural heritage drawing tourists all year, you’ll have a steady demand for short-term rentals
Tuscany's rich cultural heritage is a major draw for tourists throughout the year, ensuring a steady demand for short-term rentals. In 2023, the region saw a significant increase in tourist arrivals, with foreign tourists up by 6.5% and domestic tourists by 2.1% compared to 2022. This resulted in a projected 5.9 million arrivals and 24 million overnight stays, surpassing pre-pandemic levels.
By 2024, Tuscany was on track for a historical record with over 52 million overnight stays. This growth was partly due to the increasing number of North American tourists, despite a decline in visitors from Russia and East Asia. The allure of cultural tourism, with international tourists spending 51.6 billion euros in Italy, played a significant role, with Tuscany being a major contributor.
The region's UNESCO World Heritage sites, such as Florence and Siena, attract millions of visitors each year. These sites offer a unique blend of natural beauty and cultural history, making Tuscany a magnet for international visitors. The high occupancy rates of short-term rentals, especially during peak seasons like the Venice Carnival, further highlight the demand.
Sources: In Italy, Italia Absolutely, Tourism Review
We created this infographic to give you a simple idea of how much it costs to buy property in different parts of Italy. As you can see, it breaks down price ranges and property types for popular cities in the country. We hope this makes it easier to explore your options and understand the market.
9) Tuscany’s great transport links make rural properties easily accessible from urban centers
The region's efficient public transportation system plays a crucial role in connecting rural areas to urban centers, thereby increasing property accessibility. One of the key elements is the increased frequency and coverage of regional train services. Tuscany's regional trains, known as Treni Regionali, connect smaller towns and cities, ensuring that rural areas are well-linked to urban centers. For instance, there are 72 trains per day from Rome to Pisa, with multiple departures from Florence, which facilitates travel between rural and urban areas.
Another important factor is the high usage rates of public transportation, which indicate its popularity and effectiveness. A recent survey showed that passengers gave a satisfaction score of 7.3 out of 10 for Autolinee Toscane's services. Additionally, the Autolinee Toscane mobile app has been downloaded over 562,000 times, with more than 410,000 registered users on the new website. This high level of engagement suggests that the public transportation system is widely used and appreciated by residents.
Government investments in expanding and modernizing infrastructure have also been significant. Autolinee Toscane has invested €310 million in Tuscany over two years, with an additional €35 million planned for 2024. This includes €24 million for renewing the Tuscan bus fleet. By the end of 2024, an additional 246 buses will be added, followed by another 700 starting in 2025, aiming to reach a total of 2,100 buses over 11 years. This expansion will greatly enhance connectivity between rural and urban areas.
Sources: RATP Dev, Parker Villas, RATP Dev, ItaliaRail
10) Tuscany’s famous Chianti wine region boosts property value with its global reputation
The wine industry in Tuscany, especially in Chianti, plays a significant role in enhancing property values due to its global reputation. In 2023 and 2024, Chianti wines received prestigious awards, which helped solidify their international recognition. This recognition not only boosts the region's reputation but also attracts more tourists and investors, increasing demand for properties in the area.
Wine tourism has seen a notable rise, with more wineries opening their doors to visitors, leading to increased turnover in the sector. This growth is driven by a diverse and international clientele, which further enhances the appeal of the region. As more people visit Tuscany for its wine experiences, the demand for real estate in wine-producing areas like Chianti continues to grow.
The economic impact of the wine industry in Tuscany is substantial, supporting thousands of wineries and contributing significantly to the region's economy. This economic stability, combined with the global demand for Tuscan wines, makes properties in the region attractive investments. Real estate agents report high demand for properties in Chianti, driven by the region's global reputation and the economic benefits associated with it.
Sources: Italia Absolutely, Wine Industry Advisor, Studentsville
11) Tuscany’s focus on tourism and infrastructure boosts property values
Tuscany's local government initiatives have played a significant role in enhancing property values in the region. By investing in tourism infrastructure projects, the government has made Tuscany more appealing to visitors, which in turn boosts property values. For example, efforts to promote sustainable tourism and preserve historical sites have increased the attractiveness of the area, leading to higher property demand.
The rise in tourist arrivals has also contributed to this trend. In 2023, Tuscany attracted 14.7 million visitors, a notable increase from previous years. This influx of tourists has led to a higher demand for accommodations and services, driving up property prices as investors seek to capitalize on the growing tourism sector.
Additionally, improvements in transportation links, such as high-speed rail connections and airport expansions, have made it easier for tourists to visit Tuscany. These developments have increased tourist satisfaction and encouraged longer stays, further enhancing property values in areas with new infrastructure.
Sources: In-Italy, Road Genius
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12) Tuscany’s wellness tourism, with many spas and retreats, increases demand for health-focused properties
Tuscany is now a top destination for wellness tourism, attracting global visitors to its famous spas and retreats.
In 2024, about 10% of all tourists in Tuscany were there for spa experiences, highlighting the region's growing appeal. This surge in wellness tourism has naturally increased the demand for health-oriented properties.
The rise of luxury spa resorts and wellness retreats in Tuscany is a clear sign of this trend. Take Borgo Santo Pietro, for instance, which offers a luxury wellness retreat with its flagship Seed to Skin spa. Meanwhile, Grotta Giusti Resort, Golf & Spa provides personalized lifestyle programs. These places not only draw tourists but also boost demand for nearby health-focused vacation rentals.
Consumer surveys reveal a growing interest in wellness-focused travel, with many travelers seeking detox retreats and wellness programs. This is evident in the popularity of resorts like Argentario Golf & Wellness Resort, which promotes a balanced and healthy lifestyle. Consequently, there has been a surge in property sales near wellness centers, with luxury properties being developed around these spa resorts.
For those considering buying property in Tuscany, the region's focus on wellness tourism, with numerous spas and retreats, boosts demand for health-oriented properties. This trend is particularly notable in areas surrounding these wellness hubs, where the market for vacation rentals is thriving.
Investing in property near these wellness centers could be a smart move, as the demand for health-oriented accommodations continues to rise. The combination of Tuscany's natural beauty and its commitment to wellness tourism makes it an attractive option for potential buyers.
Sources: Visit Tuscany, Borgo Santo Pietro, Grotta Giusti Spa
13) If you love historic properties, Tuscany’s medieval towns like San Gimignano are perfect for your investment
Investing in historic properties in Tuscany's medieval towns, like San Gimignano, offers unique opportunities due to several compelling reasons. First, property prices in Tuscany are expected to rise in 2025, driven by high demand and limited supply, making it a promising market for investors. This trend is fueled by the region's cultural and historical appeal, attracting both domestic and international buyers.
San Gimignano, in particular, has seen a significant increase in tourism, with the season extending by three months and hotel bookings rising by 6%. This growth in tourism not only boosts the local economy but also enhances the value of properties in the area. The town's successful shift from day-tripper tourism to overnight stays has contributed to a more balanced and extended tourist season, further supporting property investments.
Moreover, the scarcity of historic properties in Tuscany, combined with the region's unique cultural and historical significance, makes these properties highly sought after. The Tuscan government's strict conservation policies ensure that investments in historic properties remain solid over time, enhancing their financial value. Additionally, the trend of remote working has increased demand for residential properties in scenic areas like Tuscany, including vacation rentals in medieval towns.
Sources: Datappeal, Turbopass Blog, Studentsville
14) Tuscany’s central location in Italy is perfect for exploring the entire country
Tuscany's strategic location in the heart of Italy makes it an ideal base for exploring the rest of the country. Its proximity to major Italian cities like Florence, Pisa, and Siena offers a rich cultural experience and easy access to other regions such as Umbria and Lazio. This central location allows travelers to enjoy the historical and architectural wonders of these cities while being just a short journey away from other parts of Italy.
The region is well-connected through an extensive network of highways and high-speed railways, making travel to major cities like Rome and Milan quick and convenient. This connectivity is further enhanced by the presence of international airports in Florence and Pisa, facilitating easy travel to and from Tuscany. These transportation options make Tuscany a practical and accessible base for exploring Italy.
In recent years, tourism in Tuscany has seen a significant recovery, with an increase in the number of nights spent and a growing demand for vacation rentals. This trend indicates that more people are choosing Tuscany as their base for exploring Italy, attracted by its cultural and historical attractions, including eight UNESCO World Heritage Sites. The region's thriving tourism sector and positive outlook for future growth further solidify its position as a strategic location for travelers.
Sources: The Florentine, Tourism Review, Visit Tuscany
We did some research and made this infographic to help you quickly compare rental yields of the major cities in Italy versus those in neighboring countries. It provides a clear view of how this country positions itself as a real estate investment destination, which might interest you if you’re planning to invest there.
15) Tuscany’s agritourism focus offers great investment opportunities in farmhouses and rural properties
The region's focus on agritourism has been a significant driver for investment opportunities in farmhouses and rural properties in Tuscany. In 2023, Tuscany led Italy with nearly 1.3 million tourist arrivals in agritourism establishments, showcasing its popularity and potential for growth.
Government support has played a crucial role in this development. The Rural Development Programme in Tuscany allocated substantial funds to enhance agritourism infrastructure, and initiatives like the "Residency in the Mountains" program offer financial incentives to refurbish rural residences. This support creates a favorable environment for investors looking to enter the agritourism market.
Moreover, the global agritourism market is projected to grow significantly, reaching USD 205.6 billion by 2033. This growth trend indicates a rising demand for authentic rural experiences, which Tuscany is well-positioned to offer. The presence of established agritourism networks further strengthens the region's appeal, making it an attractive destination for tourists seeking unique experiences.
Sources: Statista, EU Rural Development Programme, Business Insider, IMARC Group
While this article provides thoughtful analysis and insights based on credible and carefully selected sources, it is not, and should never be considered, financial advice. We put significant effort into researching, aggregating, and analyzing data to present you with an informed perspective. However, every analysis reflects subjective choices, such as the selection of sources and methodologies, and no single piece can encompass the full complexity of the market. Always conduct your own research, seek professional advice, and make decisions based on your own judgment. Any financial risks or losses remain your responsibility. Finally, please note that we are not affiliated to any of the sources provided. Our analysis remains then 100% impartial.