Travel Trends 2025: Why Tuscany Stands Out in Italy’s Summer Season

Italy remains one of the most desired destinations in the world, and summer 2025 confirmed it once again. According to the latest Lodgify report, based on over 110,000 bookings across the country, demand for vacation rentals and luxury stays in Italy has grown by +5% compared to 2024, with occupancy rates reaching 58.1%.

While iconic cities such as Rome, Milan, and Florence dominate the top of the charts, Tuscany has reaffirmed its role as the heart of Italy’s travel experiences, combining art, culture, and countryside escapes.

Tuscany in the Spotlight

Florence, the Renaissance capital, ranked among the top three Italian destinations this summer. Travelers are drawn to its world-famous galleries, lively piazzas, and proximity to the Chianti hills. But the real trend goes beyond the classics: visitors are increasingly looking for authentic Tuscan escapes—stays in villas near Lucca, countryside retreats in Chianti, or farmhouses surrounded by olive groves.

Unlike other Italian destinations where regulations and overtourism have created pressure, Tuscany offers a balance: vibrant cities of art, charming medieval villages, and peaceful hilltop villas ideal for those who want privacy, nature, and a slower pace.

Key Travel Trends for Summer 2025 in Italy

• Shorter stays: the average length of stay dropped to 3.35 nights (from 3.47 in 2024). Tuscany’s countryside villas, with flexible weekend or midweek packages, are well-positioned to capture this growing “short-break” demand.

• Last-minute bookings on the rise: nearly one-third of bookings in Italy were made within a week of travel. Tuscany, with its accessibility from Florence and Pisa airports, benefits from this trend as travelers can easily plan a spontaneous getaway.

• Stable prices, high value: the national ADR (Average Daily Rate) is around €189 per night, with countryside properties maintaining strong appeal, especially those offering private pools and outdoor living spaces.

• Early summer growth: June saw the highest increase in demand (+3.7% vs 2024). For Tuscany, this means shoulder seasons are becoming just as valuable as peak summer.

What Makes Tuscany Unique in 2025

• Cultural depth: from Florence’s Uffizi to Lucca’s medieval walls, Tuscany blends world-class culture with authentic local experiences.

• Wine & gastronomy: Chianti, Brunello, and local farm-to-table cuisine remain strong drivers of international tourism.

• Luxury countryside living: villas with infinity pools, olive groves, and panoramic terraces are increasingly sought after by international travelers seeking both relaxation and exclusivity.

• Strategic location: within 1 hour you can switch from art cities to the coast of Versilia, or explore the rolling hills dotted with vineyards.

Final Thoughts

As Italy’s travel market evolves, Tuscany continues to capture the imagination of international visitors. With shorter stays, last-minute bookings, and growing interest in authentic countryside experiences, the region is more attractive than ever.

For those dreaming of a villa lifestyle in Tuscany—whether as travelers or future homeowners—2025 is the year to embrace it. Tuscany is not just a destination; it is the essence of Italy’s art of living.