There are 167 luxury hotel openings planned by 2029. The premium hotel offer will thus reach 912 hotels, a record that places Italy first in Europe with the highest number of luxury destinations. In the high-end segment, emerging from the 2026 report on the hotel real estate market curated by Scenari Immobiliari and Castello Sgr, 48% of hotel investments are currently concentrated. Thus, the national hotel heritage has exceeded a value of 173 billion euros, growing by 7.2% year on year.
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In 2025, investments in the sector reached 2.35 billion euros, 27% more than the previous year. Growth is also supported by the evolution of international demand: luxury is progressively moving away from ostentation and is increasingly linked to the quality of the experience, uniqueness and authenticity, the relationship with the territories, and the personalization of the stay. A trend that favors Italy, thanks to the widespread presence of art cities, landscapes, culture, craftsmanship, and food and wine excellences. The new dynamics of the sector will be at the center of Aura-The luxury travel event, scheduled from October 27 to 29, 2026, at the Fortezza da Basso in Florence. The event will bring together Italian hospitality companies and international operators specialized in high-end travel.
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Among the already confirmed entities are Mandarin Oriental Lake Como Mandarin Oriental, Rocco Forte Hotels, Castelfalfi, and Lungarno Collection. The program will include professional meetings and moments dedicated to the cultural, artisanal, and creative heritage of Florence and Tuscany, with the aim of telling a model of Italian luxury based on the quality of hospitality and the enhancement of destinations. The event is promoted by Italian Exhibition Group with the support of the main institutions and territorial entities.
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