ROME — Italy’s five-star hotels reported a record turnover of over €9 billion in 2024, welcoming 4.5 million guests and registering 12.8 million overnight stays, according to a report released on Wednesday by the Demoskopika institute.
The study highlighted the growing strength of the luxury segment, which accounted for 16.8% of the hotel sector’s overall earnings, estimated at €54 billion.
The luxury hotel industry demonstrated impressive growth, expanding by an average of 9.2% annually between 2008 and 2024, excluding the two pandemic-affected years.
In comparison, the broader hotel sector grew at an average annual rate of 5.2% over the same period. The report projects continued growth for 2025, forecasting 4.6 million visitors and 12.9 million overnight stays at high-end accommodations, marking increases of 2% and 1.4%, respectively.
International Tourists Drive Growth
Foreign tourists played a significant role in bolstering Italy’s luxury hotel earnings. Visitors from Germany, the United States, the United Kingdom, Switzerland, France, Austria, Spain, the Netherlands, Canada, Australia, and Japan collectively accounted for 65% of the clientele at five-star establishments.
The appeal of Italy’s historical landmarks, high-end shopping, and exclusive experiences appears to have resonated strongly with international tourists, further enhancing the sector’s performance.
“The continued expansion of the luxury segment underscores Italy’s position as a premier destination for affluent travelers seeking bespoke experiences and unparalleled hospitality,” the Demoskopika report stated.
Analysts suggest that targeted marketing efforts and investments in high-end facilities have been instrumental in attracting wealthy visitors.
Lazio Leads Luxury Tourism in Italy
The report also highlighted regional disparities in luxury tourism performance. Lazio emerged as the top region for luxury tourism revenues, followed closely by Campania, Lombardy, Sardinia, and Veneto.
Rome, in particular, has benefited from a surge in high-spending tourists, driven by its rich cultural heritage and a plethora of luxury accommodations.
Industry experts attribute Lazio’s dominance to the region’s successful blend of historical appeal and modern luxury services.
“Rome’s ability to offer exclusive tours of iconic sites like the Vatican, combined with luxury shopping districts and gourmet dining, has been a game-changer,” said Alessandro Marini, a tourism consultant based in Milan.
Meanwhile, regions like Campania and Sardinia have seen rising interest due to their picturesque coastal resorts and high-end boutique hotels.
The Amalfi Coast and Costa Smeralda continue to attract a substantial number of wealthy tourists, boosting local economies.
Challenges and Future Prospects
Despite the positive outlook, the luxury tourism sector faces challenges, including inflation and rising operational costs. Hotel managers have expressed concerns about maintaining profitability without compromising service quality.
However, the Demoskopika report suggests that the sector’s resilience and appeal to affluent international travelers could mitigate these risks.
With high-range tourism projected to grow further in 2025, Italy’s luxury hotel industry appears set to maintain its upward trajectory.
Continued investments in personalized services, exclusive experiences, and sustainability initiatives are likely to play a crucial role in attracting elite tourists in the years to come.