From small villages to prestigious estates, 2026 tells the story of a new way of experiencing Italy. Great Stays data highlight the trends emerging across Umbria and Tuscany.
THE NUMBERS BEHIND ITALIAN HOSPITALITY IN 2026
Summer 2026 confirms Italy’s strong appeal as a tourist destination and reveals an environment characterised by strong demand, a growing international presence and a renewed focus on more flexible accommodation options. Between June and August, the country recorded more than 276 million overnight stays and 72.4 million arrivals, representing a 2% increase compared with the same period in 2025.
The figures for the second quarter of 2026 provide an even clearer picture of the evolution of tourism flows: Italian accommodation establishments recorded approximately 47 million arrivals and almost 148 million overnight stays. While arrivals showed a slight decline compared with the same period in 2025, overnight stays — that is, the nights spent in accommodation facilities — increased by 3.9%, indicating longer average stays.
Source: borsaitaliana.it
International travellers are the main driver of tourism activity, accounting for 61.6% of total overnight stays. Compared with the second quarter of 2025, overnight stays by international guests increased by 4.6%, compared with a 2.7% increase among Italian travellers. This figure highlights the increasingly important role played by international visitors within Italy’s tourism landscape.
Particularly significant is the performance of the non-hotel accommodation sector, which recorded more than 19.3 million arrivals and approximately 70.3 million overnight stays during the second quarter. This was the segment that recorded the strongest growth in overnight stays, up 5.6% year on year. The increase involved both Italian guests (+4.2%) and international guests (+6.4%), with the latter once again standing out.
Source: Istat.it
Alongside the numbers, the geography of preferences is also changing.
Summer 2026 data show an increase in flows towards small villages, with arrivals up 5.6%, confirming growing interest in less crowded destinations capable of offering a more direct connection with the local area. This is a particularly interesting trend for Central Italy, where historic villages, rural landscapes and destinations away from mass-tourism circuits represent an increasingly attractive asset.
Source: Ministry of Tourism
FROM DESTINATION TO EXPERIENCE: THE NEW WAY OF STAYING
Against this backdrop, the non-hotel accommodation sector has emerged as one of the most dynamic segments of Italian hospitality. Homes and apartments offered for tourist rentals, together with accommodation facilities of various types, respond to a demand for greater independence, more generous spaces and accommodation solutions capable of adapting to the needs of both Italian and international travellers.
It is within this evolving context that the prestigious property segment also plays a role, where the choice of destination is increasingly intertwined with the choice of property and with the desire to experience the area through an authentic and personal journey.
It is precisely in this direction that the data from Great Stays, the Holding Great Estate tour operator specialising in luxury hospitality in Umbria and Tuscany, offer a concrete perspective on the evolution of demand and on the ways in which travellers choose to stay in Central Italy.
Between January and August 2026, Great Stays recorded a 28.24% increase in overnight stays compared with the same period of the previous year, confirming a significant growth trend. To be noted the composition of its clientele: 86.24% of guests come from the international market, while 13.76% are Italian.
The destinations most frequently chosen are Umbria and Tuscany, which together account for almost all requests: approximately 60% of overnight stays concern Umbria, while Tuscany accounts for around 36%. The remaining approximately 3% concerns Lazio, confirming the appeal of a broader area in which villages, rural landscapes and prestigious estates form part of increasingly diverse itineraries.
Great Stays’ data therefore reflect the trends emerging at national level, showing how the growth of the non-hotel accommodation sector and international demand find particularly favourable conditions in Central Italy.
THE MOST REQUESTED ESTATES: THREE WAYS OF EXPERIENCING CENTRAL ITALY
The properties that attracted the greatest interest during the January–August 2026 season provide an even more concrete illustration of this evolution. Three estates, between Umbria and Tuscany, each interpret the appeal of high -end hospitality in a different way, offering a glimpse of a traveller who is increasingly interested in stays capable of combining comfort, privacy and authenticity.
CASALE LE FONTI
Nestled in the heart of the Umbrian hills, Casale Le Fonti is an elegant 17th-century estate, carefully restored to preserve its traditional charm while offering the most contemporary comforts. With its charming interiors, swimming pool, gardens, and enchanting views, it is an exclusive retreat to enjoy together, no matter the season.
IL TRAMONTO
A bright, detached cottage with a private pool and a 180° view of the coast, stretching from Giglio Island to Elba, and all the way to Corsica on the clearest days. An elegant and secluded retreat, surrounded by greenery, where you can enjoy spectacular sunsets, al fresco dinners, and the charm of the Argentario.
CASALE NIDO
Located between Todi and Montefalco, Casale Nido offers an authentic Umbrian experience amid hills, vineyards, and woods. This charming residence features cosy rooms, a private guesthouse, and a panoramic pool—all designed to let you fully relax and enjoy the beauty and tranquillity of the countryside.
Great Stays’ data therefore confirm a trend that is already evident across the Italian tourism landscape: Central Italy — and Umbria and Tuscany in particular — continue to stand out as key destinations for international travellers seeking high-quality stays and an authentic connection with the territory, while prestigious estates are becoming an increasingly integral part of the travel experience.
