Tuscany continues to captivate discerning investors with its exceptional quality of life, excellent accessibility, and world-class educational offerings. These factors have firmly established the region as a preferred destination—not only for affluent residents but also for international residential investors. This insight emerges from the latest Tuscany Residential Market Insight, an in-depth analysis by Knight Frank on the performance of Tuscany’s luxury property market.
Tuscany’s prime markets: where demand is rising
Tuscany is the Italian region with the most luxury properties on the market. Among the most vibrant locations, Lucca stands out with an impressive 27% price growth over the past five years, outpacing Florence in medium-term percentage increases. “Despite a slight contraction in supply, Lucca remains a highly attractive market for buyers. Prices have risen by 6% over the past year, and with anticipated reductions in mortgage rates, we expect this upward momentum to continue,” explains Alessandro Deghè, CEO of Serimm Real Estate, Knight Frank’s trusted partner in the region.
Siena and the picturesque Val d’Orcia—where prices average around €5,000 per square metre, roughly half that of Tuscany’s central areas—are drawing new interest, particularly from buyers seeking the quintessential podere: a panoramic villa perfectly situated within the rolling Tuscan hills.
Who’s buying in Tuscany: the new luxury buyer profile
Blandford-Newson reports a notable increase in buyers from France, the United States, and Northern Europe, many of whom are willing to move away from urban centres to secure greater value and exclusivity.
Simultaneously, buyer preferences are shifting. “An increasing number of clients now favour turnkey homes or new builds, preferring to avoid the high costs and lengthy timelines associated with renovation projects,” Deghè notes.
Energy efficiency has also emerged as a crucial consideration, especially among younger buyers. “Sustainability is at the forefront—not merely for financial savings, but driven by a heightened environmental consciousness,” he adds.
Moreover, Tuscany’s excellent international schooling options, notably in Florence, Lucca, and Siena, continue to be a decisive factor for families contemplating relocation to this stunning region.
Global appeal: what makes Tuscany irresistible to international investors
Tuscany has long held a magnetic charm for overseas buyers, and that appeal continues to grow stronger. The region's exceptional blend of culture, lifestyle, and investment potential places it firmly on the radar of discerning international investors seeking more than just a second home.
At the heart of Tuscany’s global draw is its timeless beauty—rolling hills, medieval hilltop towns, and iconic vineyards that have become synonymous with the Italian dream. But beyond its postcard-perfect scenery, Tuscany offers a highly liveable environment. Excellent infrastructure, a mild climate, and access to world-class healthcare and education make it a compelling choice for long-term residency as well as holiday use.
For many international buyers, Tuscany represents not just a lifestyle purchase, but a strategic investment. The luxury property market has shown steady growth in recent years, particularly in sought-after areas such as Lucca, Florence, and the Val d’Orcia, as mentioned. With prices still offering relative value compared to other global luxury destinations, Tuscany is often viewed as a safe and rewarding place to invest capital.
Accessibility is another major advantage. Tuscany is well connected to major European hubs via Florence and Pisa airports, and its central location makes travel across Italy both easy and appealing.
Importantly, the region's enduring cultural and culinary prestige—from Renaissance masterpieces to Michelin-starred dining—ensures that Tuscany maintains a unique status in the eyes of global buyers. Whether seeking a family base, a holiday villa, or a long-term investment, international purchasers are consistently drawn to the region’s unmatched combination of charm, stability, and opportunity.