The Italian hotel sector experienced a record 2025, with overall investments in the tourism-hospitality segment exceeding 2,5 billion euros, marking a growth of 19% compared to the previous year and positioning itself 35% above the average of the last decade, according to the latest EY Italy Hotel Investment Report released mid-February 2026.
In an overall picture of strong interest from national and international capital, the concentration of investments in the main Italian cities and the most iconic or luxury destinations is confirmed: Rome, Milan, Venice and Florence on the one hand, and on the other the seaside resorts and high-end resorts, among which stands out Forte dei Marmi.
The classic Versilia resort, famous for its exclusive and worldly atmosphere, was mentioned in the report among the elite destinations that attracted a significant share – together with Capri and Lake Como – of the sector resort, which alone accounted for approximately 822 million euro of total investments in 2025.
Forte dei Marmi's inclusion in this elite group is not surprising: the town continues to be chosen both as a high-profile holiday destination and as an attractive location for new, high-quality hotel projects, as demonstrated by recent openings and entrepreneurial initiatives in luxury and lifestyle tourism.
The hotel sector has not only fully recovered from the pandemic years, but has accelerated growth thanks to strong international tourism demand and investor confidence. In 2025, beyond half of the investment It involved foreign operators, mostly from Europe and the United States, confirming Italy's attractiveness as an investment destination not only for stays but also for luxury real estate projects.
Analysts point out that, looking ahead to 2026, further capital flows could be catalysed by international events – including Milan-Cortina Winter Olympics – and a growing focus on projects to convert and improve hotel offerings, in line with ESG (environmental, social, and governance) criteria.
In this context, iconic locations like Forte dei Marmi are emerging not only as charming tourist destinations, but also as investment hubs in a hotel market that continues to prove resilient, dynamic, and expanding.