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
Where are the best places to invest in Tuscany right now? Is Florence still the top pick, or are towns like Siena, Lucca, and Pisa gaining ground? What makes these locations attractive to both local and foreign investors?
We’re often asked these questions because we work directly with notaries, real estate agents, and clients who invest across the region. Our firsthand experience in these markets gives us unique insights into where the real opportunities lie. To save everyone from asking privately, we’ve written this article to share our knowledge broadly.
Our goal is to highlight the hottest markets in Tuscany and explain why they’re worth your attention in 2025.
If you have suggestions or want us to dive deeper into a specific area, let us know. You shoot an email, we answer within 24 hours.
1) Arezzo is gaining interest for its medieval architecture and growing appeal to international buyers
Arezzo is turning heads with its stunning medieval architecture and growing appeal among international buyers.
Imagine strolling through Arezzo's historic center, where the iconic Piazza Grande and 14th-century palaces transport you back in time. This well-preserved medieval village is a unique gem that’s catching the eye of many.
Property prices in Arezzo are on the rise, with the average property value hovering around €530,000. This surge reflects a growing demand, especially for properties priced up to €100,000, which make up 40.78% of total requests. Clearly, Arezzo is becoming a hot spot for real estate investors.
International buyers, especially from the U.S., Germany, and the UK, are flocking to Arezzo. According to Gate-away.com's 2023 report, Arezzo ranks high among the most requested towns, showing its strong appeal to overseas house hunters.
Media coverage and social media buzz are amplifying Arezzo's allure, showcasing its architectural beauty and rich cultural heritage. This exposure is drawing even more attention from potential buyers worldwide.
Sources: Encyclopedia Britannica, Gate-away.com, To Tuscany
Here is a stunning countryside property near Arezzo, showcasing the region's irresistible charm and growing appeal among international buyers. (Source: casaleinvendita.com)
2) Lucca's historic center is popular with investors for its strong short-term rental market fueled by tourism
Lucca's historic center is a hotspot for investors thanks to its booming short-term rental market fueled by tourism.
In 2023, Lucca welcomed 20,000 more tourists than the previous year, a clear sign of its growing popularity. This influx is not just numbers; it's visible in the city's economy, with bus revenues quadrupling and the tourist tax income nearly doubling. Such figures highlight the strong demand for accommodations, making it a prime location for property investment.
Short-term rentals in Lucca are thriving, with high occupancy rates that underscore the city's allure. On platforms like Airbnb, the average stay is 4.7 days, indicating that properties are consistently booked. This steady demand often results in rising average daily rates, turning short-term rentals into a profitable venture.
Lucca's charm isn't just in numbers; it's in its rich history and culture. Attractions like the Guinigi Tower and the Botanical Garden are magnets for visitors, drawing 132,978 people in just the first half of 2023. These sites are not only tourist favorites but also key drivers of the local economy.
The local government is proactive in enhancing Lucca's appeal, focusing on improving services for both residents and tourists. Initiatives like adding more parking spaces show a commitment to supporting tourism and property investment, making the city even more attractive to investors.
Investors are taking note of Lucca's potential, driven by its vibrant tourism scene and supportive local policies. The combination of cultural allure and economic opportunity makes Lucca's historic center a compelling choice for those looking to invest in property.
Sources: Lucca Life, Airbtics
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) Pistoia is gaining interest for its lower property prices than Florence, offering strong appreciation potential
Pistoia is gaining popularity because its property prices are much lower than those in nearby Florence.
In November 2024, buying a home in Pistoia cost about €1,606 per square meter, a stark contrast to Florence where apartments go for €4,300/m² and houses for €2,767/m². This makes Pistoia a smart choice for those seeking affordable real estate.
The recent spike in Pistoia's property prices, peaking in November 2024, shows that more people are eyeing this area as a budget-friendly alternative to Florence. This trend suggests that Pistoia is becoming a hot spot for potential property appreciation.
Reports from Properstar and Immobiliare.it point to Pistoia as an up-and-coming real estate market. They note a significant number of properties for sale and detailed price trends, indicating that real estate agents are seeing a rise in interest.
With its charming streets and rich history, Pistoia offers a unique blend of culture and affordability. This makes it an appealing option for those looking to invest in a property that promises both value and potential growth.
As more buyers discover Pistoia's potential, the area is poised for further development, making it a wise choice for those looking to invest in Tuscany's real estate market.
Sources: Properstar, Properstar, Immobiliare.it
4) Prato is gaining interest for its proximity to Florence and lower property prices, attracting first-time buyers
Prato is quickly becoming a hot spot for real estate due to its strategic advantages.
One major draw is the affordable property prices. In 2024, buying a home in Prato cost about €3,931 per square meter, which is a bargain compared to Florence's €4,319. This price gap makes Prato a smart choice for first-time buyers looking to stretch their budget.
Location is another big plus. Prato is just 10 miles from Florence, and you can hop on a train and be there in just 11 minutes. This means you can enjoy all the cultural perks of Florence without the hefty price tag.
The market in Prato is also on the rise. Over the past year, property prices have climbed by 2.53%, and rental prices have jumped by nearly 13%. This upward trend shows that more people are eyeing Prato as a place to settle down.
For those new to the property game, Prato offers a unique blend of affordability and convenience. The city's growth is fueled by its proximity to a major cultural hub and its appealing price point.
With these factors in play, Prato is not just a cheaper alternative to Florence; it's a smart investment for those entering the real estate market.
Sources: Immobiliare.it, The Trainline
5) Cortona is booming with demand for its charming countryside homes, perfect for vacation rentals
Cortona is seeing a surge in demand for its charming countryside homes, perfect for vacation rentals.
One reason for this boom is the rising property prices. In 2024, the average asking price in Cortona was €1,946 per square meter, which is higher than the provincial average. This indicates a strong interest in the area.
Buyers are actively seeking homes, as shown by the increased number of property transactions and ongoing property auctions. The growing number of vacation rental listings on platforms like Airbnb and Vrbo also highlights Cortona's popularity among tourists and investors.
Positive reviews and high occupancy rates for vacation rentals further demonstrate Cortona's appeal. The region's natural beauty, cultural attractions, and historical significance make it a magnet for tourists.
Media coverage often features Cortona as a prime location for real estate investment, adding to its allure. The town's picturesque landscapes and rich history are frequently highlighted, drawing more attention from potential buyers.
Investors are particularly attracted to Cortona because of its potential for lucrative vacation rentals. The combination of stunning scenery and cultural richness makes it an ideal spot for holidaymakers.
Sources: Immobiliare.it, Realestate.com.au, Italy Segreta
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6) Grosseto is gaining attention for its undervalued coastal properties compared to other Tuscan seaside areas
Grosseto is catching eyes for its coastal properties, which are still a bargain compared to other Tuscan seaside spots.
While places like Forte dei Marmi and Viareggio have seen property prices soar, Grosseto remains a more affordable choice for savvy buyers. The average price per square meter in Grosseto in 2024 ranged from €507 to €4,704, which is a steal compared to the pricier Isola del Giglio and Monte Argentario.
This affordability is drawing in those looking to invest in coastal properties. Real estate transactions in Grosseto have been on the rise, showing a growing interest in the area. Local real estate agencies are buzzing about this trend, pointing to Grosseto's unique mix of history, culture, and natural beauty as the main attractions.
Grosseto offers a charming blend of old-world charm and modern amenities, making it a compelling option for potential buyers. The town's rich history and stunning landscapes are just part of the appeal. Buyers are also drawn to the area's relaxed lifestyle and the promise of a good investment.
For those considering a move or investment, Grosseto's coastal properties offer an enticing opportunity. The area's natural beauty and cultural richness are complemented by its affordability, making it a standout choice in Tuscany.
As more people discover Grosseto, the demand for its coastal properties is expected to grow, potentially driving up prices. Now might be the perfect time to explore what Grosseto has to offer before the secret gets out.
Sources: Immobiliare.it, Smart-Tourism-Capital, Idei Immobili
7) Montalcino is gaining attention for luxury real estate, fueled by its famous wine production
Montalcino is quickly becoming a hotspot for luxury real estate, thanks to its famous wine production.
Over the last few years, property prices in Montalcino have seen a 10-15% jump in the average price per square meter. This surge makes it one of the priciest areas in Tuscany. The luxury home market is buzzing with interest from international buyers, especially those from the United States and Asia, who are keen to tap into the region's booming luxury market.
Montalcino's wine industry, particularly the Brunello di Montalcino, is a major draw for these buyers. In 2024, Brunello di Montalcino was named one of the top 12 wines of the century by Wine Spectator, boosting the area's allure. The wine tourism here is no small player either, bringing in over €100 million each year, which helps local businesses and fuels the region's economic growth.
Luxury lifestyle magazines and social media have put Montalcino in the spotlight, showcasing its breathtaking landscapes, rich history, and top-notch wine production. This media buzz has made the region even more attractive as a luxury destination.
Sources: Wine International Association, The Luxury Playbook, Wine History Tours
Here is a stunning luxury villa in Montalcino, nestled among the rolling Tuscan hills—a perfect example of the kind of high-end real estate attracting international buyers to this prestigious wine region. (Source: Toscana Immobiliare)
8) Pietrasanta is attracting interest for its vibrant art scene and rising demand for coastal second homes
Pietrasanta is becoming a favorite spot for art enthusiasts and those looking for a seaside retreat.
In recent years, property prices in Pietrasanta have been climbing, a clear sign of growing interest, especially from international buyers. These buyers are captivated by the town's rich artistic and cultural scene. The number of art galleries and cultural events has noticeably increased, making Pietrasanta a vibrant art hub. In 2024, the town hosted remarkable exhibitions like Girolamo Ciulla's solo show and "Africa Tunes," which highlighted African art.
Looking forward to 2025, Pietrasanta is set to host an exciting lineup of events featuring world-renowned artists, further solidifying its reputation. This artistic boom is not just attracting art lovers but also those interested in investing in a second home. Real estate agents have noted a significant uptick in interest from foreign buyers, particularly from the UK, Germany, and the US.
What draws these buyers is Pietrasanta's unique blend of artistic heritage and natural beauty. The town's charm is not just in its art but also in its picturesque coastal setting, offering a perfect escape. Travel and lifestyle magazines have been buzzing about Pietrasanta, highlighting it as an emerging art hub. This media attention is only adding to the town's allure.
For those considering a property purchase, Pietrasanta offers more than just a home; it offers a lifestyle enriched with culture and stunning landscapes. The town's growing popularity is a testament to its vibrant art scene and the increasing demand for second homes near the coast. With its artistic events and beautiful surroundings, Pietrasanta is a place where art and life beautifully intertwine.
Sources: Filippo Tincolini, Finestre sull'Arte, Visit Tuscany
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) Volterra is gaining attention for its Etruscan heritage and potential for property appreciation
Volterra is buzzing with interest thanks to its unique Etruscan roots and promising property market.
Imagine walking through history with attractions like the Porta dell'Arco and the Etruscan Museum, which are not just tourist spots but a testament to Volterra's rich past. The local government is keen on preserving this heritage, even pushing for World Heritage status to ensure its legacy. This makes Volterra not just a place to visit, but a place to invest in.
In 2024, Volterra's real estate market showed signs of life. The average property price was €1,781 per square meter, a bit below the provincial average, but it’s been stable for two years. This stability, along with a 9.3% average yield in Tuscany's residential sector, hints at a steady interest in buying property here.
International buyers are catching on, with properties popping up on platforms like Rightmove. Media reports are buzzing about Tuscany's charm and real estate potential, noting a 0.4% market increase in the third quarter of 2024. This paints Volterra as a hot spot for both tourists and investors.
Volterra's appeal isn't just about numbers; it's about the lifestyle. The town offers a blend of history, culture, and modern living that’s hard to resist. Whether you're looking to invest or just soak in the atmosphere, Volterra has something special.
With its Etruscan charm and a real estate market on the rise, Volterra is more than just a pretty face. It's a place where history and opportunity meet, making it a smart choice for those looking to invest in a piece of Italy's past and future.
Sources: Immobiliare.it, Bike and Taste, August Collections, Rightmove, World Heritage Site
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.