Holidays with the extended family, a need for privacy, an immersion in nature, a desire for authentic contact with the local area and community: the characteristics of the most sought-after holiday in 2026 follow a very specific paradigm, which many operators in the tourism sector have already developed and interpreted. This is a trend that ties in well with the increasingly frequent demand for villa stays. Not just any property, but a villa perfectly integrated into the local landscape, with a range of five-star amenities that make the holiday feel like a stay in a five-star hotel, just for you.
This is precisely why the survey by Il Sole 24 Ore is so timely, highlighting how the luxury property market is particularly thriving, especially in the South. Italy’s luxury property market is is in fact operating at two speeds, with demand in the high-end property sector set to rise by 6.3% by 2025. The analysis is contained in the Market Report Italia 2026 presented by Engel & Völkers in collaboration with Nomisma.
Whilst in the North around one in two transactions is for the purchase of a first home, the South and the Islands account for the highest proportion of investment purchases in the luxury property segment, amounting to 23% of the total. These are investments that often stem from a desire to convert properties for tourist use, and that Sardinia, the jewel of the national property market, tops the rankings. On the Costa Smeralda between Porto Cervo and Porto Rotondo, sea-front villas and luxury penthouses are reaching record prices, while the Amalfi Coast and Capri are also consolidating their status as top destinations.
Between these two hubs lies Central Italy, which stands out as the favourite destination for international investors. In this area, foreign buyers, mainly from Europe and North America, account for 52% of the total. In the Tuscan hills and Chianti, moreover, over half of buyers are foreign nationals. Engel & Völkers’ outlook for the current year remains positive. The high-end and luxury segments will continue to benefit from solid demand, driven both by domestic buyers with high spending power, and by international buyers keenly interested in lifestyle and tourist destinations, such as rural areas of particular scenic beauty, art cities and coastal resorts.
Isabella Cattoni
Journalist
