Luxury hotel tourism worth €10.4B; stays up 111% since 2008
Demoskopika study: luxury segment generated €10.4B in 2025; high-end overnight stays up 111.1% since 2008; average spend per overnight €702.
Luxury hotel tourism in Italy moved €10.4 billion in 2025, with significant growth in high-end stays and a per-night spend well above the average, according to a study by the Demoskopika institute, reported by ANSA.
Key data and growth of luxury tourism
The estimated value generated by luxury tourism in hotel establishments reached €10.4 billion in 2025, according to Demoskopika's analysis cited by ANSA. This amount accounts for 17.3% of the total revenue of the Italian hotel sector, whose gross size is just over €60 billion.
The study shows a sharp increase between 2008 and 2025 in high-end stays: nights in luxury hotels grew by +111.1%, while the overall hotel establishments grew much less, by 14.5% in the same period. In terms of flow, the high-end segment registered nearly 14.9 million overnight stays and more than 4.9 million arrivals in 2025, confirming the growing appeal to customers with higher spending power.
Another notable figure is the average direct tourist spend per overnight stay: in high-end hotels it stood at €702, compared with €209 on average for hotels. These numbers emphasize the economic importance of the segment for local revenues and related sectors such as gastronomy, transport, and luxury services.
Geographic distribution and market concentration
The distribution of luxury tourism across the territory is not uniform. The Elite Index (Exclusive Luxury & International Tourism Evaluation) developed by Demoskopika highlights regions with the highest concentration of luxury tourism: Lazio, Trentino-Alto Adige, Campania, Valle d'Aosta, and Sardinia lead the ranking.
Geographic concentration is high: 17 provinces account for 79.2% of luxury hotel stays. In contrast, 25 Italian provinces did not register 5-star hotels, showing regional pockets with limited high-end accommodation. This pattern indicates a focus on traditional tourist hubs and luxury mountain and coastal destinations.
For Brazilians and descendants interested in traveling or investing in Italy, regional concentration means that more sought-after destinations for high-income tourists may offer a greater variety of lodging options and premium services. Information on economic movements and tourism is also covered in our Notícias da Itália and may interest those planning luxury trips.
Economic impacts and opportunities
The luxury segment not only boosts hotel revenues but also has a multiplier effect on the local economy: the high spend per overnight benefits gourmet restaurants, specialized guides, private transport, exclusive experiences, and the trade of high-value goods. The volume of 4.9 million arrivals in 2025 reinforces the idea of travelers who spend more and stay at select establishments.
In addition, the increase in high-end stays may create opportunities for those living in or aiming to work in Italy — whether in the hospitality sector, specialized tourism activities, or services aimed at the high-income audience. Content and guidance on living and working in the country are available in our Vida na Itália section, and those interested in documentation matters can consult the Cidadania Italiana area for mobility and residency questions.
Context and future trends
The robust growth of luxury stays since 2008 points to a recovery and continued appreciation of Italy’s premium tourism product. The concentration in a few provinces indicates that investments in luxury infrastructure are likely to focus on areas already established as premium destinations, but it also opens space for emerging destinations that want to capture a share of this market.
For operators and destinations, the numbers suggest the importance of strategies that meet the expectations of high-end guests — from personalized services to authentic, high-value experiences. For potential visitors, the average spend per overnight of €702 serves as a reference for planning luxury trips in Italy.
Methodology and sources
The data cited here come from the study by the institute Demoskopika, reported by the agency ANSA. The original article presents the main indicators, the Elite Index, and the revenue and volume estimates (overnights and arrivals) for 2025 used in this report.
Source: ANSA.
