The short-term rental market in Genoa has gone through a profound transformation in the last five years. After the slowdown linked to the pandemic, the city has recorded a constant growth in tourist presences, driven by the redevelopment of the Porto Antico, the increase in low-cost flights from Cristoforo Colombo airport and a growing international visibility which has brought Genoa into the rankings of European destinations to discover.
Genoese tourism numbers: the current scenario
According to data from the Tourism Observatory of the Liguria Region, Genoa has exceeded 2.5 million tourist presences per year, with a significant growth in the international component. The main markets remain German, French and Spanish, but there is a significant increase from the Scandinavian countries, the United States and East Asia. The average stay is around 2.8 nights, a figure lower than the average for Italian art cities but growing compared to previous years.
For property owners, these numbers translate into a concrete opportunity. The demand for alternative accommodation to traditional hotels is increasing, driven by families looking for space and autonomy, by groups of friends who prefer to share an apartment and by business travelers who stay for medium-long periods.
Genoa closed 2025 with over 2.8 million tourist presences, up 9% compared to the previous year and 22% compared to pre-pandemic. The most significant data for the short-term rental market concerns the composition of demand: 45% of presences are of foreign origin, with a particularly marked increase in flows from the DACH area (Germany, Austria, Switzerland), Scandinavia and the United States. Foreign tourists tend to stay longer (average 3.2 nights compared to 2.1 for Italians) and to spend more, making the short-term rental market particularly attractive for those who know how to intercept this demand.
Cruise tourism adds a further layer of demand: with over 1.5 million passengers passing through the Genoa terminal in 2025, a growing share of cruise passengers choose to arrive a day earlier or stay a day after boarding, creating a specific demand for short-term accommodation in the areas of Porto Antico, Brignole and the historic centre.
Accommodation offer: how Genoa is positioned
The number of apartments intended for tourist rental in Genoa has grown significantly in the last five years. The main platforms – Airbnb and Booking.com – register several thousand active adverts in the municipal area, with a predictable concentration in the historic centre, in the Porto Antico and in the areas of Castelletto and Foce-Brignole.
Compared to other Italian cities, Genoa still has a favorable supply/demand ratio for owners. While Florence, Venice and Rome have reached saturation levels that have led to regulatory restrictions, Genoa still has room for growth. The average occupancy rate for well-managed and well-located tourist apartments is in an interesting range, with significant peaks during events such as the Boat Show, Rolli Days and the summer period.
Prices and returns: what to expect
Average rates per night vary considerably based on the area, the quality of the accommodation and the seasonality. Apartments in the historic center and in the Porto Antico have the highest rates, followed by Castelletto and Nervi. The high season runs from April to October, with a second peak during the Christmas holidays and New Year.
The gross yield of an apartment intended for tourist rental in Genoa is generally competitive compared to traditional long-term rental, especially for well-located and well-furnished properties. However, it is essential to consider management costs — cleaning, linens, maintenance, platform fees, utilities — which can significantly impact the net return.
Emerging trends in the Genoese market
Several trends are redefining the short-term rental market in Genoa. Experiential tourism is growing: travelers are not just looking for a bed, but an authentic experience – living in a historic palace in the alleys, waking up with a view of the Old Port, feeling Genoese for a few days. Apartments that tell a story and offer a unique experience get better reviews and higher rates.
“The short-term rental market in Italy is worth over 10 billion euros: port cities like Genoa represent the new frontier for growth”
— Real Estate Scenarios, Tourism Observatory 2025
Working — working remotely during a vacation — has extended the average stay and created demand for apartments with workstations, fast Wi-Fi and functional spaces. Genoa, with its low cost of living compared to other Italian cities and high quality of life, is a natural destination for remote workers.
Finally, the professionalization of management is raising the quality level of the offering. Owners who independently manage their apartments find themselves increasingly in competition with professional operators who guarantee high standards, multilingual communication and additional services. Relying on a professional manager like genovabb.it has become a strategic choice for those who want to compete in an increasingly demanding market.
Among the most significant trends in the Genoese market, the growth in demand for medium-term stays (1-4 weeks) stands out, driven by smart workers and digital nomads who choose Genoa as a base for working remotely. The city offers a rare combination of fast connectivity, low cost of living, gastronomic quality and scenic beauty that makes it competitive with traditional remote work destinations such as Lisbon or Barcelona. Owners who equip their homes with an ergonomic workstation, fiber connection and competitive monthly rates are tapping into a rapidly expanding segment of the market.
Another growing trend is experiential tourism: guests are not just looking for a bed but an authentic experience of the area. Owners who offer personalized restaurant recommendations, off-the-beaten-path itineraries, and direct contact with local artisans and producers get better reviews, higher rates, and above-average return rates.
The analysis by microzone reveals interesting dynamics for investors. The Historic Center, despite the perception of a difficult area, records the highest occupancy rates for short stays thanks to its proximity to the Old Port and the Cathedral of San Lorenzo. The average RevPAR in the historic center reached 68 euros in 2025, up 12% on the previous year.
The Castelletto-Carignano area is emerging as a premium alternative: apartments with panoramic views of the city obtain average rates 25-30% higher than the city average, with an occupancy rate exceeding 75% in the summer months. Albaro and Nervi instead attract a segment of family and long-stay tourism, with average stays of 5-7 nights particularly concentrated between June and September.
A significant figure concerns the temporal distribution of demand: 62% of bookings in Genoa are made less than 14 days in advance, suggesting a strong component of last-minute tourism and business travel. This behavior requires particularly reactive dynamic pricing strategies and agile management of availability on the main OTAs.
An emerging phenomenon in the Genoa market is the growth of direct bookings. The most structured owners are investing in proprietary websites and disintermediation strategies that reduce dependence on OTAs and related commissions by 15-18%. Industry data indicates that hosts with their own website and email marketing strategy generate 20-25% of bookings directly, with an average annual savings of €3,000-5,000 per property on commissions. This trend is set to accelerate with the introduction of artificial intelligence tools for managing communications with guests and the automatic optimization of ad content, technologies that the most innovative property managers are already testing with promising results.
Prospects for 2026 and beyond
The prospects for the short-term rental market in Genoa are positive. The large infrastructure projects underway – the redevelopment of the waterfront, the sub-port tunnel, the upgrading of the airport – promise to increase the attractiveness and accessibility of the city. The growing recognition of Genoa as a top-level cultural destination, combined with its strategic position as a gateway to the Cinque Terre and the Ligurian Riviera, suggests sustained growth in tourist demand.
For property owners, the moment is favorable to invest in the quality of their facilities and in the professionalization of management. The market rewards those who offer authentic experiences, refined accommodation and efficient services – exactly what genovabb.it has guaranteed for over fifteen years.
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