Luxury tourism grows in Italy: one of the stars at the ILTM

Tourism in Italy is marked by experiences found nowhere else. Ranging from natural landscapes to local culture, it attracts tourists from all over the world, particularly in the luxury segment, which seems to be growing at a steady pace.

This is why our supply system is moving towards a greater capacity to serve this target. Today Italy has 771 5-star and 5-star luxury hotels, with a total of 103,656 beds.

In 2024 these properties will total some 4.7 million tourist arrivals and 14.1 million stays, with  a rise of +7.6% in arrivals and +9.7% in stays over the previous year. In the last decade the development of luxury tourism has been significant and sudden, with a growth trend from 2014 to 2024 of +49.6% in arrivals and +47.8% in stays, against a total growth of +31.1% in arrivals and +23.4% in stays (data: ENIT Studies Office on Istat data).

CALABRIA

Calabria - Capo Vaticano - ph credits Luca FregolaImagine a journey that takes you from the mountains to the sea or vice versa. A slow journey tracing the footsteps of Magna Graecia, coast to coast through authentic villages, along cycle paths and through parks immersed in wild nature to celebrate identity excellence, genuine flavours and Mediterranean fragrances,

This is Calabria, where you can still be amazed.

CAMPANIA

Campania - Positano

 In 2026 Campania invites you to experience luxury as an emotion - from sunrises on the Amalfi Coast to iconic properties overlooking the sea, sensory journeys through vineyards, and art and private experiences in unique sites.

A rare, intense, Mediterranean journey, where every moment becomes a wonder to be treasured.

LAZIO

Lazio - Appia Antica, Itri

In 2026, Lazio will play a leading role, with the first travelling festival of the Appia Regina Viarum. This great event will enhance cultural and sustainable tourism along the ancient UNESCO heritage road from Rome to the archaeological park of Minturno and will feature live performances and tastings of local products. Lazio is a land to be experienced all year round, immersed in nature, art and authenticity.

LIGURIA

Liguria - Manarola, Cinque Terre - ph credits Agenzia in Liguria

The Italian Riviera enters 2026 relaunching its most natural and authentic luxury: vertical villages rising above the sea, ancient residences transformed into private retreats, and exclusive itineraries through terraced vineyards, centuries-old olive groves and secret bays. A delicate and precious land, where every experience is tailor-made and every horizon seems designed for those in search of the inimitable.

MARCHE 

Marche - Northern Adriatic Cycle Route

In 2026 the Marche region will host major events with stages of the Giro d'Italia and the Tirreno-Adriatico, the Grand Tour circuit of the Marche region, and thirty scheduled events from art to food & wine and traditions. There will also be the European Spring Rally, organized by Harley-Davidson in Senigallia from 30 April to 3 May, a motoring event with live music, the new Harley Davidson 2026 range, road tests, unforgettable tours and much more.

PUGLIA

Puglia - Mattinata Baia delle Zagare - ph credits Vanda Biffani

Puglia is present at ILTM Cannes 2025 with 30 qualified operators in the high-end sector. In 2025 international stays in the luxury sector in Puglia topped 66%, with a growth of 16% over 2024. France, Germany, the USA and the UK are the leading markets, with a preference for masserie di charme, boutique hotels and historic residences.

SICILY 

Department of Tourism, Sport and Entertainment

Sicily - Taormina, Ancient Theatre – photo credits: Sicilian Region Archive

In 2026 Sicily will strengthen its position among the great tourist destinations of Europe with new intercontinental routes, the expansion of Trapani Airport, and major investments in sustainability, innovation, and hospitality. The island will focus on culture, technology and community to build a tourism model based on relationships, quality, and with an international vision.

TUSCANY

Tuscany - Borgo Pignano - ph credits Eleonora Frosini

Tuscany dominates the luxury hospitality segment. This is confirmed by the 2025 Excellence in High-end Tourism Award in historic palazzos, apartments, villas, farmhouses and, of course, hotels where new facilities have opened. These include the Collegio alle Querce, Nuovo Majestic, Borgo Pignano, Palazzo Sozzini Malavolti, La Suvera, ex Borsa Merci and Cappella Florence (2027)

ROME

Rome - Fontana di Trevi

Rome, a new benchmark destination for luxury hospitality

Rome’s luxury scene is experiencing a new era: in the last three years over ten five-star properties have opened, positioning the capital once again among Europe’s leading destinations. The growth of  Rome’s hotel industry and high-end services is being driven by a climate of confidence and streamlined procedures implemented by Rome’s Capitoline Administration which has reactivated investments and is reshaping the capital’s hospitality landscape.

GENOA

Genoa - Spianata Castelletto - ph credits Liguria Digitale

Genoa 2026: discreet luxury in UNESCO palaces and boutique hotels, tailor-made experiences, yacht marinas and the city’s excellent cuisine. Art, sea views and customized itineraries offer sophisticated travellers an exclusive, vibrant and sustainable stay in the heart of the Mediterranean.

MILAN

Milan - Villa Necchi Joaquin Lopez

In 2026 Milan will be the centre of world attention with the Olympic and Paralympic Winter Games, which will consecrate the city’s role as an international tourist destination. With new architectural icons like the artistic district of Grande Brera, and a range of excellent hotels and wellness facilities, Milan will bring together sport, culture and lifestyle in a unique experience.

BASILICATA

Basilicata, MateraApt: Basilicata’s luxury at ILTM Cannes.

From 1 to 4 December, the marketplace for luxury tourism

From 1 to 4 December Basilicata’s luxury offer will take centre stage at the International Luxury Travel Market (ILTM) in Cannes on the French Riviera, the most prestigious international luxury travel event. For this edition the Basilicata Territorial Promotion Agency (Apt) will be present with a qualified delegation: Matera Collection, which groups together some of the finest accommodation facilities in the 2026 Mediterranean Capital of Culture and Dialogue - from 5-star hotels and rock-cut suites to historical residences that have transformed Matera’s unique heritage into unforgettable experiences. Sant'Angelo Resort is a four-star complex with a conference centre, spa and extensive facilities for corporate events that make it ideal for high-level MICE and incentive tourism, capable of satisfying the needs of both the leisure traveller and the most demanding business segment. Palazzo Margherita, a 5-star boutique hotel with exclusive suites in Bernalda in the heart of rural Basilicata is a model of sustainable luxury hospitality deeply integrated into the territory, where service excellence merges with the authenticity of the experience.

“The event,- says Margherita Sarli, general director of APT BASILICATA, “recognized worldwide as the benchmark for luxury tourism, is a strategic opportunity for Basilicata, which will participate with its own stand within the Italy area curated by ENIT. We will bring to the international stage a destination that in recent years has shaped a superior hospitality offering that rivals the world’s most exclusive destinations.”

ILTM in Cannes stands out for its exclusively business-to-business formula, with four intense days of scheduled personal meetings and contacts with buyers. These buyers are carefully selected by the organizing body from specialised tour operators, luxury travel agencies, international wedding planners and operators in the MICE segment from all over the world.

Attending the ILTM in Cannes is a crucial milestone in Basilicata's international positioning strategy in the luxury segment, a market that is increasingly seeking authentic, non-massified destinations that can offer unique and unrepeatable experiences in protected contexts where true luxury emerges from the experience itself, from the exclusivity of access, and from deep contact with millenary cultures. During the four days of the event the Basilicata stand will be a strategic hub for meetings with leading global buyers of luxury travel, and will aim at consolidating existing partnerships, opening new distribution channels in high-potential international markets, and firmly positioning the Lucania region among the world’s leading destinations for premium tourism rooted in authenticity, environmental sustainability, and cultural immersion.