Looking back at 2025, Italy’s prime real estate market showed remarkable resilience and growth, particularly in Central Italy. Residential property transactions surged, while segments such as hospitality and second homes continued to attract strong international interest. But what exactly drove the appeal of Central Italy’s luxury market last year? Foreign demand, limited supply of high-quality properties, and the allure of second homes all played a central role in shaping a year of thriving activity.
2025: a year of growth and opportunity
Throughout 2025, the Italian property market displayed clear signs of recovery. Data from the Real Estate Market Observatory (OMI) and analyses by Nomisma confirmed a positive trend, with a strong close to the year. Nomisma reported that residential sales increased by 5.5% compared to 2024, reflecting sustained interest in quality homes across the country.
Luxury segments such as hospitality and second homes saw price growth of around 1–2% nationally, driven by high demand and limited supply. Renovated, energy-efficient properties in sought-after locations—where short-term rentals offer returns of 6–10%—were particularly in demand.
Central Italy’s prime market demonstrated its resilience, responding to buyers seeking both an exceptional lifestyle and a smart investment. Second homes are no longer “dormant” assets; they are increasingly leveraged as short-term rental properties, combining leisure with revenue potential.
Luxury property hotspots: Tuscany and Umbria
In 2025, the GE Group managed 219 clients, completing 127 successful transactions. Great Estate strengthened its leadership in Umbria, specialising in luxury villas, farmhouses, and apartments in historic centres.
Of these clients, 62% purchased in Umbria, 35% in Tuscany, and 3% in Lazio. In Umbria, Perugia accounted for 67% of sales and Terni 33%, showing both deep market presence and growing performance.
In Tuscany, 42% of transactions were in Siena, 33% in Arezzo, 11% in Grosseto, and the remaining 14% spread across Florence, Livorno, and Pisa.
Who bought luxury homes in 2025
In Umbria, 75% of sales involved countryside properties such as Casales, Villas, or portions of Casales; the remaining 25% were historic centre residences. Tuscany displayed similar buyer preferences.
Average sale values were around €500,000 in Umbria and €800,000 in Tuscany. Many of these properties were second homes, often rented out through Great Stays, a specialist in luxury holiday rentals. These are primarily spacious villas and farmhouses, blending modern comforts with local architectural charm, all set against the stunning landscapes of Umbria and Tuscany.
International buyers dominated the market, accounting for 70% of transactions (40% from Northern Europe, 20% from the USA/UK, 10% from Israel), while Italian clients made up the remaining 30%. Most buyers were aged 40–60 (56%), followed by 60–72 (30%).
A market that marries lifestyle and investment
2025 confirmed Central Italy’s prime real estate as a thriving market, appealing to buyers seeking luxury, lifestyle, and potential income. Whether for holidays, relocation, or investment, Umbria and Tuscany remain top destinations for those looking to combine beauty, comfort, and value.
Luxury hotels: Italy emerges as Europe’s investment hub
Italy has firmly established itself as the most attractive destination in Europe for luxury hotel investment. With 59% of respondents citing it as their preferred market, the country is far ahead of Greece (11%) and Portugal (10%), reinforcing its role as a future hub for high-end hospitality in Europe. This emerges from Deloitte’s study, “The Italian Luxury Hospitality: Time to Elevate?”, which surveyed over 900 hospitality operators and investors active in Italy and international markets
Five unmissable winter destinations for luxury home buyers in Italy
Winter in Italy is a season of elegance, serenity, and exclusive escapes. While summer dazzles with sunlit landscapes and bustling piazzas, winter unveils a quieter, more intimate side of Italy—perfect for those seeking luxury living surrounded by breathtaking scenery. From alpine retreats to historic lakeside villas, these five destinations are a must for discerning buyers looking for a winter sanctuary.
Prestigious Tuscan villa near Lucca’s historic walls
Nestled in one of Lucca’s most prestigious neighbourhoods, just steps from the city’s historic walls, this magnificent historic villa is now available for €4,100,000. Perched in a panoramic position amid the rolling Tuscan hills, the estate offers an unparalleled blend of timeless elegance, privacy, and proximity to the vibrant heart of Lucca.
Tuscany reigns supreme in Italy’s luxury property market, followed by Lombardy and Lazio
Italy’s luxury property market continues to captivate the world, remaining highly exclusive and sought-after. According to research conducted by eXp Italia, only 0.9% of homes for sale across the country fall into the luxury segment—defined as properties with an asking price exceeding €2 million. Within this elite market, Tuscany stands head and shoulders above the rest, accounting for more than 41.5% of all such listings and reaffirming its status as the heart of Italian luxury living.
Luxury in the Dolomites: Cortina property prices soar
Cortina d’Ampezzo has long been synonymous with luxury, style, and alpine glamour. Nestled in the heart of the Dolomites, this iconic mountain resort has attracted generations of discerning visitors—from international celebrities to world-class athletes—who come to enjoy its breathtaking scenery, designer boutiques, and legendary ski slopes. Today, Cortina is not only a premier winter destination but also one of Italy’s most exclusive property markets, a status set to intensify with the