Gli hotel 5 stelle trainano gli investimenti alberghieri

By 2029, there will be 167 luxury hotel openings across Italy, bringing the total premium hotel count to 912. This positions Italy as the leading country in Europe for luxury destinations. The high-end market segment accounts for 48% of all hotel investments, with the national hotel sector's worth exceeding 173 billion euros, growing by 7.2% year-over-year.

In 2025, investments in the sector reached 2.35 billion euros, a 27% increase from the previous year. The rise in international demand is attributed to luxury shifting away from ostentation towards quality of experience, uniqueness, authenticity, regional connection, and personalized stays. This trend benefits Italy, thanks to its numerous cities of art, landscapes, culture, craftsmanship, and enogastronomic excellence.

The new dynamics of the market will be the focus of Aura - The Luxury Travel Event, held from October 27-29, 2026 in Florence's Fortezza da Basso. The event will gather Italian hospitality businesses and international operators specializing in high-end travel. Notable attendees include Mandarin Oriental Lago di Como, Rocco Forte Hotels, Castelfalfi, and Lungarno Collection.

The program will include professional meetings and moments dedicated to Florence and Tuscany's cultural, artisanal, and creative heritage, aiming to showcase an Italian luxury model based on guest experience quality and destination enhancement. The event is organized by Italian Exhibition Group with support from key institutions and regional entities.