Florence emerges as prime target for European hotel investors

Florence has become one of Italy's most attractive markets for hotel capital, according to a May 2026 survey by JLL cited by Hotel News Resource. Nearly three-quarters of participating investors expect to be net buyers of Italian properties over the next 12 to 24 months, with demand concentrated on Rome, Milan, Venice and Florence. Investors with little or no current exposure to Italy show the strongest expansion plans, signalling a broader European appetite for Italian hospitality assets.

The concentration on gateway cities reflects a strategic calculus among foreign investors: these destinations command premium room rates and occupy a stable position in global tourism flows. Florence, as the capital of Tuscany and the custodian of Renaissance heritage, attracts visitors year-round and commands premium positioning in luxury and mid-market segments alike. The influx of capital comes as the city grapples with the paradox that has defined its recent years—rising visitor numbers but a hollowed historic centre, where residential populations have thinned and local commerce has given way to tourism-facing services.