The sustainable tourism boom: market numbers and trends
Sustainable tourism is no longer a niche market. According to Booking’s Sustainable Travel Report 2023, the share of travelers seeking sustainable travel options grew from 66% to 74% in just one year, while 60% of tourists consider sustainable travel important and 40% are willing to pay up to 5% more for low-impact environmental services.
Radoslaw Botev via Wikimedia Commons, CC BY 3.0 PL
Genoa enters this scenario with excellent numbers. 2025 will close with a consolidated forecast of 3.5 million visitor arrivals, confirming the city as a leading destination. But the most significant figure concerns the nature of this growth: international markets represent 50% of tourism arrivals, with growth of 15%, and foreign tourists are precisely those most sensitive to environmental issues.
“The destination has been rewarded not only by tourists but has also received important recognition, such as a mention in the Times among destinations to visit this year and selection among the ten ‘Luminous Destinations’ of Visit Italy, a genuine acknowledgment for cities that know how to combine authentic local identity with sustainability and environmental protection”
— Tiziana Beghin, Tourism Assessor, source: Visit Italy
Genoa (Liguria) was described as “a layered, authentic city, an urban laboratory” in the Visit Italy 2026 report, entering the ten “Luminous Destinations” in Italy for sustainability.
Green certifications: the new competitive frontier in short-term rentals
The short-term rental market is experiencing a profound transformation. With the entry into force of new European rules against greenwashing, simply calling yourself “eco-friendly” will no longer suffice. Destinations and properties will need to prove it with certified and verifiable data.
Photo by Zach Rowlandson on Unsplash
Platforms like Airbnb and Booking.com have introduced badges and certifications for sustainable properties, rewarding those who demonstrate attention to these aspects with greater visibility. At the same time, positive reviews and prominent positioning in search algorithms guarantee a direct economic return.
For Genoa hosts, this represents a concrete opportunity. Demand for sustainability is growing, both in travel experiences and in individual properties. Like hotels, vacation homes and B&Bs can work to obtain one or more green sector certifications. A concrete attestation of their commitment to environmental protection that reassures guests sensitive to this issue.
The main recognized certifications include:
- Green Key (international recognition for sustainable tourism)
- GSTC (Global Sustainable Tourism Council)
- Green Globe for certified facilities
- EU Ecolabel certifications for accommodation services
Concrete investments: from energy efficiency to guest experience
Investments in sustainability are not only ethical but economically advantageous. The circular approach in short-term rentals translates into concrete actions that improve guest experience and reduce management costs: energy efficiency with LED bulbs, smart home technology, low-consumption appliances; eco-friendly furnishings with FSC-certified wood, organic fabrics, natural paints.
In Genoa, the short-term rental real estate sector is already showing this evolution. The hinterland is positioning itself as the new frontier of sustainable tourism, while short-term rentals are no longer just a source of income but have become the “calling card” of the territory.
Economic data confirms the trend: 28% of tourism businesses focus on digitalization, 23% plan energy efficiency improvements in the next two years. On the security front, over half have already obtained coverage against catastrophic damage (61%) and extreme weather events (54%).
“Sustainability is closely linked to guest experience. Quality hospitality, additional eco services and transparency about green choices can transform into 5-star reviews”
— Vikey Studio, Circular economy in short-term rentals
The regulatory context: new rules for 2026
2026 marks an important regulatory turning point. At the European level, Regulation (EU) 2024/1028 on short-term rental transparency has been adopted and will enter into full effect on May 20, 2026. This introduces a harmonized data collection system between digital platforms and authorities.
In Italy, regulations are tightening: from January 1, 2026, the Revenue Agency presumes business activity beyond 2 properties. Those renting two short-term homes will pay 21% on the first and 26% on the second.
In parallel, attention to security and sustainability features is growing: vacation homes are treated as accommodation facilities for safety purposes, with the obligation to have functional detectors for combustible gases and carbon monoxide.
Market opportunities: green demand rewards those who invest
Global market numbers are telling. The global sustainable tourism market was valued at 3.1 billion dollars in 2025, and is expected to reach 17.37 billion dollars by 2035, with a CAGR of 18.8%.
For Genoa, this means concrete opportunities. The city was selected among the ten “Luminous Destinations” of Visit Italy, recognition for cities that combine authentic local identity with sustainability. The Genoa Outdoor project offers a unique urban trekking experience between mountains, sea and forts.
The growth in tourist flows confirms this direction: Genoa is consolidating itself as one of the most dynamic destinations in the Italian tourism landscape, with average growth in arrivals of 7% and 8.5% for foreign markets, with visitor numbers surpassing 3.5 million.
Seasonality is also changing. During the 2025-2026 holiday period, there were 222,300 tourists in Genoa, more than 27.6% higher than the previous year, demonstrating how sustainable and quality offerings attract flows even in traditionally less touristy periods.
The role of digital platforms and technological innovation
Large platforms are driving change. The Single Market Programme has opened applications for a call worth 6.9 million euros dedicated to sustainable competitiveness of tourism SMEs, to create collaborative ecosystems between accommodation facilities and research institutions.
Technological innovation combines with sustainability: Booking.com has defined “Humanoid Homes” as highly technologized accommodations. Accommodations with cleaning robots, smart homes and intelligent tools are appreciated for their originality and practicality.
For Genoa property owners, this means that investment in green technologies (home automation for energy efficiency, consumption monitoring systems, IoT devices for automated management) is no longer optional, but a decisive competitive factor.
Future perspectives: Genoa as a laboratory for sustainable tourism
The projections for 2026-2027 are extremely positive. Forecasts predict over 480 million visits in 2026 and 282 billion euros in tourism GDP by 2035. With an impact on GDP of 237.4 billion euros and employment of 13.2%, the Italian tourism sector is bouncing back.
Sidvics via Wikimedia Commons, CC BY-SA 4.0
For Genoa, after being shortlisted for the third time as Smart and Sustainable Tourism Capital, the city wants to focus on outdoor tourism, conferences and accessible experiences. The unique geography allows it to attract multiple forms of tourism.
“Concerns about a decrease in primary housing supply in major cities like Genoa due to short-term rentals are greatly overstated and represent a false problem”
— President Confedilizia, Genoa market analysis 2026
The path is clear: sustainable tourism in Italy is growing thanks to innovative initiatives. Tourism activity accounts for about 11% of GDP, and more and more tourists are choosing green stays and vacations.
Implications for owners: from investment to positioning
For Genoa property owners, 2026 represents a turning point. Sustainability is no longer a cost, but an investment that generates measurable returns:
Direct economic advantages:
- Greater visibility on OTA portals with sustainability badges
- Premium price of 5-15% compared to non-certified facilities
- Reduction of operating costs (energy, water, waste) up to 30%
- Access to European grants and funding for digitalization and green economy
Competitive advantages:
- Positioning in market segments with higher added value
- Guest loyalty among those concerned with sustainability
- Differentiation in an increasingly saturated market
- Preparation for future regulations (increasingly stringent)
The Genoa market offers particularly favorable conditions for this type of investment. Genoa positions itself in line with the regional average: bookings are between 80% and 83%, confirming good momentum in tourism demand.
The combination of growing visitor flows (+7% in 2025), an increase in the international component (more sensitive to sustainability) and institutional recognition as a “Luminous Destination” creates ideal conditions for those who want to position themselves in the green segment of short-term hospitality.
In conclusion, sustainable tourism in Genoa is not a passing trend, but the new normal of a sector that is maturing. Property owners who invest today in certifications, green technologies and sustainable practices are not only contributing to environmental protection, but are building lasting competitive advantage in a market worth 17.37 billion dollars by 2035.
Processing of public data and sources. genovabb.it is not a news outlet. The data reported were collected from sources believed to be reliable but their accuracy is not guaranteed.
