What foreign buyers look for in italy: the luxury market perspective

Interest in Italy’s luxury real estate market continues to grow steadily among foreign buyers and investors. The reasons are numerous: from the lifestyle to Italian cuisine, from scenic beauty to exclusivity, and from artistic heritage to excellent investment opportunities. Although there is a noticeable rise in luxury property prices in Italy, costs remain lower than in other European markets, such as the UK or Switzerland, which is another factor attracting foreign clients to the Bel Paese.

Key Market Trends in 2025

Art cities like Rome and Florence are increasingly sought after for their historic properties. Notably, this year’s Jubilee in Rome shines a spotlight on the real estate market of the capital and other major Italian cities.

There is also a growing desire to return to nature and embrace a greener, more sustainable lifestyle. In this context, the Tuscan and Umbrian countryside appeal to those seeking tranquility and open spaces. Coastal areas such as Sardinia and the Amalfi Coast stand out for their luxurious villas and breathtaking views. Meanwhile, Milan remains a top destination, a modern hub that, thanks to its design, fashion, commerce, and industry, attracts investors interested in contemporary properties.

Preferences of Foreign Buyers

Foreign buyers can generally be divided into two categories: investors and end-users, whose preferences are quite similar.

For rural locations, Tuscany, Umbria, and the Langhe region are favored for their restored farmhouses and vineyards. Coastal destinations like the Amalfi Coast, Sardinia, and Cinque Terre are appreciated for their stunning seaside villas. Lake destinations, particularly Lake Como and Lake Garda, are popular for properties offering panoramic views. Meanwhile, Rome, Florence, and Venice are prized for their prestigious residences of great artistic value.

Regarding property features, buyers favor renovated historic properties with modern touches. Interest in eco-friendly homes is on the rise, with a focus on energy efficiency and the use of natural materials. Privacy and security are also highly valued, with strong demand for apartments and villas with private gardens, 24-hour security systems, and smart technologies. Luxury amenities such as private spas, infinity pools, large gourmet kitchens, and wine cellars are equally sought after.

New Services Expected by 2025

A standout addition for 2025 is the dedicated concierge service, which simplifies property management and offers clients personalized services tailored to their specific needs. Personalized experiences, such as private chefs, gourmet dining, and exclusive tours, are highly appreciated. Finally, the demand for advanced home automation is set to grow significantly, including remote systems for managing and controlling the home.