Italy accounts for the fifth highest number of worldwide international tourist arrivals and third highest in Europe. Tourist arrivals reached nearly 100 million tourists in 2019. Offering a year round travel experience with gorgeous landscapes, fascinating history, marvelous art and architecture, amazing cuisine, joyous culture, renowned fashion, bustling cities, quiet countryside, famous beaches, quaint towns, and so much more, it is no surprise that Italy continues to be a favorite destination across the world.
Top 10 Airbnb Markets in Italy
Italy’s travel market, which recorded revenue of €24.4 billion in 2019, in contrast to many other countries, rebounded strongly in 2021 and is projected to recover fully by 2024. The pandemic related restrictions however, while hammering the market in 2020, did accelerate online penetration, to 48% in 2020. Meanwhile, revenue is expected to grow at an annual rate of 8.84% (CAGR 2022-2026) with user penetration hitting 67.9% by 2026 and average revenue per user expected to amount to $589.40. Furthermore, 67% of total revenue is projected to be generated through online sales by 2026.
The following list is compiled based on AirDNA data for 2021 with a particular focus on average daily rates, average occupancy rates, and average monthly revenue, as well as potential to draw international tourists.
The cliffside city of Positano, with its pale pink and yellow houses, terracotta roofs, colorful umbrellas that line Marina Grande beach, backdrop of rolling hills, and some of the most recognizable views of the Amalfi coast, is a heady slice of Italian heaven. Like any great Italian city, it offers excellent options for fine dining, from the Palazzo Murat, Café Latteria, and the traditional Osteria le Tre Sorella. Positano has a strong boutique shopping scene and for the sports-minded tourist, amazing hiking trails including the Path of Gods, boat trips ranging from luxury yachts to budget options, and water sports including exploring sea caves. The historic city is ideal for the photography minded, offering legendary sunsets, gorgeous facades, stunning views, and great weather. You can also easily visit neighboring Pompei or Capri.
According to AirDNA data for August 2021, in Positano:
Average Daily Rate (ADR) is €351
Average Occupancy Rate is 84%
Average Monthly Revenue is €6,500
The island of Capri with its timeless beauty, delicious cuisine, world class shopping, and panoramic views, has long attracted the rich and famous. Its world famous public square, the Piazzetta, is packed all day long with diners. Private beach clubs allow visitors more space on its famous beaches while other visitors choose to hire a boat. Capri is home to the Blue Grotto which has attracted visitors since the reign of the Roman emperor Tiberius. Visitors can take the chair lift to the top of Monte Solaro in Anacapri for the best view; spot celebrities at Marina Piccola; enjoy the famous cuisine including authentic Caprese salad, delicious Torta Caprese, and wood fired pizza; and experience the renowned nightlife at its bars, taverns, and nightclubs that only open after midnight.
Capri is also home to unbelievable walking paths that combine historical marvels with panoramic views such as the Pizzolungo which cuts through Arco Naturale, Casa Malaparte, and Faraglioni.
According to AirDNA data for August 2021, in Capri:
ADR is €340
Average Occupancy Rate is 84%
Average Monthly Revenue is €5,844
The birthplace of limoncello, the year-round destination of Sorrento with its narrow winding streets and gelato stands in every corner is known for its romance and drama. It is home to a plethora of architectural sights including the all white villa of Parco di Villa Fiorentino, stunning interior of Basilica di Sant’Antonino, and Chiostro di San Francesco which includes a pagan temple and ancient settlements alongside the cloister and is world renowned for its beauty.
Meanwhile, the Museo Correale di Terranova is as quiet as it is captivating, both for its paintings and ceramics inside as its garden and view of the clear blue sea and visitors can enjoy the original frescoes and intricate architecture of Dominova Seat as they sip coffee and join in a game of cards with the locals. There’s also Bagni Salvatore, a beach with a historic setting where travelers can gain direct access into the sea via ladders. Sorrento offers quick connections to nearby Naples, Pompei and Capri.
According to AirDNA data for August 2021, in Sorrento:
ADR is €206
Average Occupancy Rate is 82%
Average Monthly Revenue is €4,019
The namesake town of the famous Amalfi Coast, Amalfi is a beautiful small town sandwiched between the water and mountains that is brimming with history. From the ancient gate to the Duomo Square which includes the cloister of paradise, the fountain of Sant’Andrea where travelers can also fill up their water bottles, the Moorish inspired Villa Rufolo and its terraced gardens, the narrow alleys form a maze of streets and passageways that are a pleasure to get lost in, and the Paper Museum where visitors can buy much sought after bambagina paper.
Meanwhile, every May, the historical boat race between eight oared galleons, the Regatta of the Ancient Maritime Republics, takes place. Travelers can dine outdoors at cafes and restaurants serving lemon spaghetti and lemon cream pastries as well as Scialatielli ai frutti di mare, a fresh seafood pasta dish, catch a showing of the Amalfi Musical at the Amalfi Museum, and get tan on beaches that open into crystal clear waters. Amalfi is a great place to visit with kids.
According to AirDNA data for August 2021, in Amalfi:
ADR is €188
Average Occupancy Rate is 86%
Average Monthly Revenue is €3,880
The most popular resort in Sicily for over 200 years, Taormina has seduced many a distinguished writer, including John Steinbeck and Oscar Wilde, to linger on her shores. It is home to the horseshoe-shaped Teatro Antico di Taormina where performances are still held, the typical English garden of Villa Comunale housing hundreds of varieties of tropical plants and flowers, and several piazzas including Piazza IX Aprile with its black and white tiled flooring, chi chi cafes and baroque style Church of San Giuseppe. Visitors can drive around the largest active volcano in Europe Mt Etna, stroll across the narrow path to the islet of Isola Bella, and enjoy traditional Sicilian cuisine including arancini, deep-fried balls of Sicilian rice filled with your pick of ragu and granita, and the Sicilian take on sorbet. The upscale Morgana Lounge Bar, which redecorates each year, is a firm favorite, offering inventive cocktails crafted from local ingredients.
According to AirDNA data for August 2021, in Taormina:
ADR is €144
Average Occupancy Rate is 83%
Average Monthly Revenue is €2,830
Perhaps the best known Italian destination, Venice is a picturesque city known by many names – Floating City, City of Water, City of Canals, etc. The majestic Piazza San Marco contains four of the city’s major sites: the Byzantine Basilica di San Marco, the early Renaissance clock tower Torre dell’Orologio, St Mark’s bell tower, and the Venetian Gothic Doge’s Palace that was the seat of the government under the Venetian Republic. Visitors can enjoy a bird’s eye view of the city from the top of the bell tower, take a gondola ride down Grand Canal, or take a boat to the islands of Murano, Burano, and Torcello which are known for glass making, lace, and a cathedral, respectively.
The Peggy Guggenheim Collection houses influential 20th century art while the Gallerie dell’Accademia displays important historical paintings of Venice. Many travelers follow the locals in closing the day with an aperitivo of negroni, spritz, or americano along with cicchetti (snacks) at a bar.
According to AirDNA data for 2021 in Taormina:
ADR is €141 (Dec)
Average Occupancy Rate is 81% (Aug)
Average Monthly Revenue is €2,600 (Oct)
Como is a city along Lake Como in the Italian region of Lombardy. A beloved inner Italian destination, it is home to the complete Italian experience including art, churches, museums, gardens, theaters, palaces, and parks. Visitors can admire the 15th century neo-gothic façade of the Duomo, its 400 year old interior that spans architectural styles across the ages and the sculptures of Pliny the Elder and the Younger; the Basilica of Sant’Abbondio that dates to the 5th century; and take a boat trip along Lake Como, the longest of which, George’s tour, will take them past George Clooney’s villa.
Como is also a great place from which to make trips to nearby destinations such as the many wineries in Bellagio, Forte di Fuentes ruins, the Botanical Garden at Hotel Villa Cipressi, Museum Moto Guzzi motorcycle museum, the hiking trails of Lombardy including the Sentiero del Viandante which dates back to Roman times, and Jungle Raider Park for adventure sports.
According to AirDNA data for August 2021, in Como:
ADR is €129
Average Occupancy Rate is 87%
Average Monthly Revenue is €2,7000
Known as the Manhattan of the Middle Ages because of its 14 imposing towers, San Gimignano is the jewel of Tuscany. Its UNESCO World Heritage site Duomo di San Gimignano hosts murals, frescoes, and paintings by old masters; the Town Hall building houses the Sala di Dante hall decked with ornate frescoes and a Picture Gallery dating back to the 13th century; the Torre Grossa is the tallest tower in town; and the Galleria Continua, housed inside an old cinema, hosts the best of modern art.
Travelers can experience the gorgeous Chianti Valley via horseback through the Tenuta Torciano vineyards, truffle hunting, pasta making, grape harvesting, and relaxing with a delicious meal capped off with fine wine. San Gimignano also offers a Museum of Torture, a world of innovative ice cream flavors at Gelateria Dondoli, beautiful pottery at Balducci Ceramica, and a traditional lunch at the Locanda Di Sant’Agostino Osteria.
According to AirDNA data for San Gimignano:
ADR is €125 (Jan 2022)
Average Occupancy Rate is 90% (Mar 2021)
Average Monthly Revenue is €2,500 (Aug 2021)
The City of Seven Hills, Rome is located in the Lazio region near the Tiber River, a short distance from the Mediterranean Sea. It is home to an unprecedented number of historic and architectural landmarks such as the iconic Colosseum, the mighty Pantheon, the lavishly decorated and sculptured Trevi Fountain, the Roman Forum, the 135 Spanish Steps in the Piazza di Spagna, the fort and castle complex of Castel Sant'angelo, the Borghese Gallery, and so much more. Rome also houses the Vatican City which in turn is full of treasures such as the celebrated St Peter’s Basilica, the stunning Sistine Chapel, and the Vatican Museum’s over 70,000 pieces of art. Rome is the perfect city for a walking tour that travelers can sustain with ample street food.
According to AirDNA data for 2021, in Rome:
ADR is €114 (Dec)
Average Occupancy Rate is 87% (Oct)
Average Monthly Revenue is €2,165 (Oct)
The setting of Shakespeare’s Romeo and Juliet, the fair city of Verona with its gothic churches, museums housed in palaces, and Roman ruins is also Northern Italy’s prettiest city. The Arena in Verona is better preserved than Rome’s Colosseum and still hosts amazing operas; the 16th century Renaissance garden Giardino Giusti is as intricate as it is immaculate; and the Museo di Castelvecchio is stunningly located next to the river and arched stone bridge and houses early Renaissance paintings and Romanesque sculptures.
Verona is also home to Juliet’s House including the famous balcony and the flea market at Piazza San Zeno where visitors can hand-pick bric-a-brac, souvenirs, and Italian antiques.
According to AirDNA data for 2021, in Verona:
ADR is €113 (Dec)
Average Occupancy Rate is 85% (Aug)
Average Monthly Revenue is €2,100 (Aug)