The luxury segment has become one of the most dynamic engines of Italian tourism. Luxury tourism linked to five-star and five-star deluxe hotels alone generated more than 9 billion euros in direct spending in 2024, with 4.5 million arrivals and nearly 13 million overnight stays, equivalent to almost 17% of total hotel revenue in the country. Added to this is the high indirect impact stemming from shopping, dining, personalized services and the organization of exclusive events, which multiply the sector’s added value.
High-end travelers find in Italy a complete proposal that goes far beyond accommodation. The country has developed a network of boutique hotels, wellness resorts, private villas, yachts, vineyard experiences, supercar tours, fine jewelry and haute couture routes, as well as tailor-made cultural and religious itineraries. This translates into longer stays, a level of spending far above average and strong loyalty to the destination, as many visitors return year after year to discover new regions or repeat experiences that left a lasting impression.
Italy’s positioning in the luxury segment is further reinforced by the dynamism of iconic cities such as Rome, Milan, Florence and Venice, which have managed to modernize their offer without losing authenticity. At the same time, regions such as Lombardy, Lazio, Veneto and Tuscany concentrate a large share of foreign tourist spending, driven by the boom in high-end shopping, gastronomic tourism and international events. This map is completed by prestigious coastal destinations such as the Amalfi Coast, the Ligurian Riviera, Sardinia and Sicily, which combine spectacular landscapes with exclusive services.
Luxury tourism also plays a strategic role in the international projection of the “Italy brand.” These travelers act as spontaneous ambassadors: they share their experiences on social media, recommend the destination within high-income circles and influence global consumption trends. Various studies estimate that luxury tourists in Italy spend up to nine times more than the average traveler, accounting for around 25% of total visitor spending, despite representing a relatively small percentage of overall arrivals.
Looking ahead, the country aims to consolidate and further diversify this leadership. The strategy includes encouraging investment in high-end properties, improving air connectivity with long-haul markets, promoting sustainability as an added value in the luxury segment, and developing emerging products such as wellness tourism, wedding tourism and tourism linked to fashion and design. At the same time, training and professionalization of staff are being strengthened, as they are key factors for maintaining the standards demanded by travelers in this segment.
In an international context marked by growing demand for unique, authentic and personalized experiences, the outlook clearly favors Italy. The combination of living history, Mediterranean lifestyle, contemporary creativity and service excellence makes the country a destination that is difficult to match. In this scenario, luxury tourism not only generates revenue and jobs, but also helps preserve traditional crafts, revitalize historic centers, support local artisans and consolidate a tourism development model based on value rather than volume.
Italy is thus positioned not only as the world leader in luxury tourism in terms of figures, but also as a trendsetter and benchmark for the global industry. Its challenge now is to continue innovating without betraying the essence that made it great: the ability to offer, in every stay, an unrepeatable blend of beauty, culture, flavor and elegance that turns each trip into a truly exceptional experience.
