Beyond the “New Tuscany”: Umbria is making a comeback in property investment

Forbes has named it the new frontier in real estate investment: Umbria takes centre stage once more, with authenticity, sustainability, and timeless charm.

Tuscany, with its iconic landscapes and postcard-perfect villages, has long captivated international buyers. Today, however, another Italian region is catching the eye of leading global publications.
According to Forbes, there’s a destination that surpasses Tuscany in charm, atmosphere, and quality of life—emerging as the real “new must-watch” location for property investment.
That destination is Umbria, the so-called green heart of Italy, a land that is rightfully reclaiming the spotlight.

THE FORBES ENDORSEMENT: UMBRIA, THE NEW FRONTIER

Forbes has made it clear: while Tuscany grapples with overtourism, Umbria offers a more intimate, authentic, and sustainable experience. Here, time seems to slow down. Medieval towns remain steeped in history, and nature embraces you with gentleness.
This region—with its rolling hills dotted with centuries-old olive trees, Lake Trasimeno, lush valleys, and artistic gems like Assisi, Orvieto, and Perugia—is not just an alternative to Tuscany. It’s the original, now regaining popularity.

WHY INVEST IN UMBRIA: ACCESSIBILITY, GROWTH, AND SUSTAINABILITY

Umbria offers concrete and lasting advantages for those exploring the real estate market. Property prices are generally more accessible than those in neighbouring Tuscany, with significant growth potential for those investing today.
But there’s more. Umbria stands out for its sustainable development model, where widespread hospitality becomes a real business opportunity.
Historic residences transformed into boutique hotels, farmhouses surrounded by olive groves turned into rural tourism experiences, and spas that celebrate local produce—here, luxury is found in authenticity and simplicity.

GREAT ESTATE & GREAT STAYS: YOUR BEST PARTNERS IN THIS EMERGING MARKET

In this fast-evolving scenario, Great Estate confirms its role as the ideal partner for anyone looking to invest in Umbria.
With in-depth local knowledge and a carefully curated portfolio of properties, our network offers the best investment opportunities, guiding clients with expert support through every stage of the process.
As of January 2025, the group has completed 53 transactions in Umbria: 64% in the province of Perugia and 36% in Terni, totalling € 23,277,750 in property value.

L’Antica Pietra – San Venanzo (TR) – offered for sale by Great Estate

But that’s not all—within the Holding GE, Great Stays also plays a key role.
This business unit, dedicated to luxury, authentic and sustainable holiday rentals in the most exclusive locations across Tuscany and Umbria, helps investors turn their properties into unforgettable lifestyle experiences. It’s a proposal that perfectly mirrors Umbria’s soul: authentic, refined, and in harmony with the land.

Podere Vigna Nuova – Città Della Pieve (PG) – offered for rent by Great Stays

Whether it’s a historic villa ready to be transformed into a boutique hospitality retreat or a charming farmhouse to be lived in and shared, the Great Estate and Great Stays teams are ready to guide you step by step—with the confidence of an investment that combines beauty and profitability.

SUCCESS STORIES: REAL-LIFE EXPERIENCES FROM UMBRIA

Many clients have already chosen Umbria to realise both their lifestyle and investment dreams.
Take Ken and Veronica, who moved to Umbria over five years ago, settling in the beautiful villa El Olivar in Otricoli.

In a video interview with our team, they shared their journey and the decision to enhance their home through short-term rentals with Great Stays.

Today, their villa—with breathtaking views, a pool, and every comfort—is not only a dream home, but also a source of income and a way to share the authenticity of Umbria with guests from around the world.

Discover more Great Estate client stories from Umbria:

Umbria is not a “new Tuscany”: it’s an original rediscovered.
A place where investing means embracing beauty, authenticity, and a sustainable future. With Great Estate’s expert support and the unique opportunities offered by Great Stays, you can discover your own piece of paradise in Italy’s green heart.

Dreaming of living or investing in Italy?

Great Estate handpicks the best prestigious properties in Tuscany, Umbria, and the most beautiful Italian destinations. We help you find the property of your dreams and make a conscious and worry-free purchase, valuing your time and projects.

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