The numbers that certify impact: when major events make a difference
Genoa’s accommodation market has undergone a profound transformation in recent years, driven by major events that have redefined the dynamics of tourist demand. In the Ligurian capital, a 100% hotel occupancy rate was recorded during the 2025 International Boat Show, with operators and buyers choosing to stay in the city, also thanks to the increased supply of vacation rentals.
The results of the 2025 edition of the International Boat Show total 124,248 visitors, over a thousand boats on display, 45 countries represented, confirming the event’s position among the top three boat shows in the world for industrial relevance. But the impact extends far beyond visitor numbers.
“Room occupancy rates are close to 95% and with last-minute bookings we will probably get close to 100%”
— Aldo Werdin, President of Federalberghi Liguria, during the 2023 International Boat Show
On Booking, during the Boat Show weekend, 94% of accommodations show as unavailable, with prices for three nights exceeding 600 euros for hotels and some privately managed apartments at just over 400 euros. These figures highlight how internationally significant events create peaks in demand that the market struggles to absorb, generating significant opportunities for those operating in the short-term rental sector.
The strategy of diversifying the accommodation portfolio
Analysis of the 2025 International Boat Show data reveals an interesting phenomenon in the distribution of accommodation demand. Small 2 and 3-star hotels with 10-20 rooms recorded full occupancy, while mid-to-high-end facilities with 30-80 rooms and classified as 4 and 5-star did not reach full capacity.
This scenario opens significant space for alternative short-term rental offerings, which position themselves in an intermediate range between traditional hotels and more budget-friendly solutions. By Friday, September 19, online rates at luxury hotels had aligned with those of a normal end-of-season weekend, a sign that the city was unable to sustain higher rates even during the most important international event.
The phenomenon repeats with Euroflora, which represents another strategic opportunity for the accommodation market. From April 24 to May 4, 2025, Genoa will host the prestigious International Exhibition of Plants and Flowers, the only Italian event among the European garden shows recognized by AIPH. Less than three months before opening, over 98% of exhibition spaces are already occupied, with important confirmations and interesting news on the international front.
The evolution of tourist demand behavior
The latest data on Genoa tourism show steady growth and qualitative evolution of demand. 2025 will close with a forecast of 3.5 million visitor presences, confirming Genoa as a leading destination for Liguria.
Photo by Diego F. Parra on Pexels
Among the baseline data of the Tourist Promotion and Marketing Plan, a key highlight is how the steady increase in tourist flows is characterized by international presences: international markets represent 50% of tourist presences, with a growth of 15%. This internationalization of demand is particularly evident during major events.
“The anticipated floral event coincides with major spring holidays and the city offers a multitude of opportunities”
— Official Euroflora 2025 press release, highlighting the synergy with ancillary events such as the Rolli Days
Deseasoning represents a key element for the short-term rental market. Major events, beyond generating immediate flows, help increase international visibility for Italy, with effects destined to extend over time. This “long-tail effect” creates occupancy opportunities even in periods following the main events.
RevPAR and performance: the opportunity for short-term rentals
Analysis of the economic performance of Genoa’s accommodation sector shows interesting opportunities for short-term rental operators. In major cities, the annual gross rental yield is 5.8%, with Genoa leading the national rankings at 7.5%, followed by Palermo and Verona.
Photo by Yuliya Yevseyeva on Unsplash
In the short-term rental sector, revenue optimization through revenue management techniques becomes crucial. Speaking of dynamic pricing means setting rates that change over time based on market parameters such as occupancy, seasonality, local events, and average advance booking time. In 2025, revenue management is no longer a practice reserved for hotels: it has become a competitive standard for short-term rentals as well.
A 54% increase in RevPAR demonstrates how proper dynamic management can transform overall profitability. During events like the International Boat Show or Euroflora, the ability to apply dynamic pricing strategies can make the difference between average occupancy and excellent results.
The regulatory context and the challenges of 2026
Genoa’s short-term rental market is facing an evolving regulatory context that requires greater professionalization. Starting from January 1, 2025, anyone with an accommodation intended for vacation rental purposes must necessarily comply with a series of more restrictive rules, including in-person check-in, no combination locks, mandatory CIN registration, and guest notification to the Police.
In Liguria, there are 36,062 furnished apartments for tourist use registered with 163,773 beds. In Genoa there are 10,522 apartments and 48,513 beds, but by the end of November, 44% were operating illegally. This situation opens opportunities for professional operators who know how to navigate the new regulatory framework.
“Genoa is Italy’s leading municipality in the fight against tax evasion on accommodation taxes in apartments”
— Data from Centro Studi Enti Locali for Adnkronos, confirming the effectiveness of controls in 2022
Growth prospects and strategic opportunities
The prospects for 2026 show a market in evolution but full of opportunities for prepared operators. Italian tourism continues to grow and 2026 opens with positive signals, driven both by major international events and by increasing foreign demand. The occupancy rate of properties between January and April is already approaching 50%.
In the short-term rental sector, a slight growth is expected driven by urban tourism and the recovery of international events. In case of acceleration in economic growth, this would lead to an increase in average occupancy, an improvement in RevPAR and a reduction in vacancy periods.
The key to success lies in the ability to professionalize the offer, leveraging the multiplier effect of major events to build a solid base of international clientele that extends beyond seasonal peaks.
Conclusions: the new paradigm of Genoa’s accommodation market
The data analyzed confirm how major events represent a fundamental catalyst for the evolution of Genoa’s accommodation market. The Boat Show and Euroflora are not only events that generate peaks in demand, but true accelerators of structural transformation in the sector.
For property owners, this scenario offers concrete opportunities provided they adopt a professional approach that takes into account new regulations, pricing dynamics and the need to diversify offerings compared to traditional hospitality.
The market rewards those who know how to interpret these changes, transforming seasonality from a limitation into an opportunity through active, data-driven management of their properties.
Processing of public data and sources. genovabb.it is not a news publication. The data reported have been collected from sources believed to be reliable but their accuracy is not guaranteed.
