Held from 27–29 October at Madinat Jumeirah, Dubai, the Italy Pavilion highlights the country’s transformation into one of Europe’s most dynamic tourism markets. Over the next three to five years, Italy expects significant growth in lifestyle and boutique hotels, heritage renovations, wellness retreats, and sustainability-driven projects.
According to recent data, Italy welcomed a record 458.4 million overnight stays in 2024, with international visitors accounting for more than half of all stays. This achievement positions Italy as the second most-visited destination in Europe after Spain, and the fastest-growing among major European tourism markets.
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| The Glass Factory, Murano, Italy. 90 key Luxury Lifestyle Hotel |
Marco G. Malacrida, Founder of Italia Hospitality, emphasized that Italy’s strong performance has created a virtuous cycle of growth and reinvestment: “Italy’s incredible – and historic – hospitality sector performance last year has created a virtuous circle, with increased demand fueling more investment, which in turn enables Italy to offer increasingly sophisticated hospitality products. The country is seen as a safe haven for capital and a dynamic, growing market that delivers long-term returns, particularly in projects that focus on sustainability, innovation, and premium, experience-led tourism.”
He added that government support, coupled with tourism board initiatives promoting infrastructure improvements and sustainable development, is driving long-term investor confidence. “At FHS World, we will showcase how strong tourism demand, high-spending visitors, and year-round appeal – backed by a government commitment to facilitate investment – make Italy a solid choice for investors looking to create financial returns and cultural impact,” Malacrida said.
Emerging destinations and evolving travel trends
While Italy’s luxury segment remains a cornerstone of its hospitality sector, the most dynamic growth is taking place in lifestyle properties and experiential travel. Investors are increasingly exploring emerging destinations beyond Rome, Milan, and Florence, turning attention to Abruzzo, Sicily, Puglia, Piedmont, Umbria, and the Dolomites.
There is also rising interest in the adaptive reuse of heritage buildings – such as historic villas, monasteries, and palaces — into distinctive hospitality assets. Meanwhile, adventure, sports, arts, music, and gastronomy tourism are expanding rapidly, diversifying Italy’s appeal and spreading tourism benefits across regions.
With sustainability becoming a key investment criterion, Italy is also positioning responsible tourism as a pillar of its long-term strategy, emphasizing projects that support local communities and environmental stewardship.
Investment momentum at FHS World
Jonathan Worsley, Chairman of The Bench, organiser of FHS World, said the event aims to connect global investors with Italy’s evolving hospitality landscape: “Italy is open and ready for investment, and we are delighted to help facilitate that investment with our exclusive Italy Pavilion at FHS World. Demand, diversification, and discovery in Italy’s hospitality and tourism sector are creating exciting opportunities to become part of the country’s future – and to play a role in realising its economic, tourism, and sustainability goals. Viva Italia!”
With record visitation, a flourishing boutique segment, and a growing commitment to sustainability and innovation, Italy’s presence at FHS World 2025 underscores its position as one of the world’s most promising destinations for hospitality investment and development.
Tags: Marco G. Malacrida, Italia Hospitality, Jonathan Worsley, The Bench, Future Hospitality Summit (FHS)
