The big picture: Genoa and Liguria in 2024
2024 closed with a figure that cannot be ignored: Liguria set a new all-time record for tourist arrivals. 16,164,878 total arrivals, representing growth of 0.48% compared to the already exceptional 2023 (16,088,330 arrivals), according to data from the Regional Tourism Observatory. A record that comes at the end of years of steady growth and positions Liguria as one of Italy’s top-performing regions: in 2024 it ranked third in Italy for tourist arrivals relative to regional size, with 5.2 million arrivals, behind only Veneto and Trentino-Alto Adige (source: regional councilor Luca Lombardi, August 2025).
Looking at demand composition, 2024 showed a structural trend worth noting: Italian arrivals (8,754,363, representing 54% of the total) declined 1.06% compared to 2023, while foreign arrivals (7,410,515) increased by 2.36%. Regional growth is therefore driven almost exclusively by the international segment, a signal that indicates a destination gaining visibility in more distant and less seasonal markets.
An important methodological point to keep in mind: these figures refer to registered accommodation facilities (hotels, bed & breakfasts, guesthouses, registered vacation rentals). As clarified by the Liguria Region itself, the data do not include tourists staying in tourist rental apartments not yet subject to the Observatory’s statistics — which means that actual flows are likely higher than those measured.
“The 2024 figures are not only record-breaking, but also extremely interesting considering that the driving force behind growth has been international tourism, which registered an increase of +2.36% in arrivals.”
— Regional Councilor for Tourism Luca Lombardi, February 2025
Genoa in detail: 4.6 million arrivals and 1.87 million guests
The provincial data for Genoa provides a more detailed picture. According to the Regional Tourism Observatory, in 2024 the metropolitan city totaled 4,603,180 arrivals, with an increase of 0.63% compared to 2023. Modest growth, but bucking the trend of provinces like La Spezia (-1.16%) and in line with overall Liguria’s trajectory. On the arrivals front, Genoa province registered 1,867,419 guests, representing 35.67% of regional arrivals — and +10.96% compared to 2019, confirming full post-pandemic recovery.
An even more significant figure emerges from analysis of municipal Tourist Tax data: in 2024 Genoa recorded 2,804,624 overnight stays, up 4.98% compared to 2,671,431 in 2023. This indicator, which also includes facilities not always registered with the regional Observatory, paints a livelier picture of growth than the arrival data alone. In terms of international tourism, foreign arrivals in Genoa reached 1,889,180 units, with a +5.5% increase compared to 2023 (source: GuidaViaggi/City of Genoa, March 2025).
Particularly striking is the data on tourist apartments: 935,872 overnight stays in 2024, an increase of 18.89% compared to the previous year. This is the most dynamic segment of Genoa’s entire accommodation offering, well ahead of hotels (1,401,114 overnight stays) and other facilities (+2.58%). This is no marginal figure: it confirms that demand for non-hotel accommodation in Genoa is undergoing structural expansion, and that tourists — especially foreign ones — increasingly seek immersive accommodation experiences woven into the city’s urban fabric.
Comparison by time periods: a non-linear year
Monthly analysis of 2024 reveals the path was not uniform. In the first four months of the year, Genoa registered a decline in arrivals and overnight stays — respectively -5.67% of tourists and -7.16% of overnight stays compared to 2023 — penalized by spring weather and different Easter holiday dates. Recovery came from May onwards: in May 2024, 447,599 arrivals in the province (+6.33% compared to 2023), with the foreign component at +6% and the Italian component at roughly +6%. During the summer months the trend returned to positive, with summer bringing approximately 30,000 more arrivals compared to 2023.
The balance for the first eight months of 2024, according to data from the Regional Observatory reported by Primocanale, stood at 1,557,010 arrivals, essentially in line with 1,561,254 for the same period in 2023. At the national level, ISTAT confirms that the fourth quarter of 2024 was particularly strong for Italian tourism: arrivals up 11.1% and guests increased compared to 2023, with October marking +15% in arrivals.
2025: early-year signals and the growth trajectory
Available 2025 data — still partial — trace a positive trajectory. At the national level, the first quarter of 2025 showed performance slightly below the same period in 2024 (an exceptional year): -1.1% arrivals and -0.4% overnight stays, according to ISTAT. However, the foreign component held up (+0.6% arrivals), and the non-hotel sector registered growth in overnight stays during winter months.
The second quarter of 2025 instead marked a rebound: +1.1% arrivals and +4.7% overnight stays in Italian accommodation facilities compared to 2024, with foreigners growing significantly in both arrivals (+2.7%) and overnight stays (+5.9%). In particular, rental accommodations operated as a business recorded sustained growth in overnight stays in the second quarter (+9%), driving the entire non-hotel sector (+5.4%).
For Liguria, June 2025 data — the most recent available with final figures — is unambiguous: regional arrivals up 6.3% compared to June 2024, with arrivals rising from 624,483 to 659,881 (+5.67%). Genoa province performed even better than the regional average, with arrivals up +6.79% compared to June 2024. The momentum, consistent with trends in recent years, came primarily from the foreign component (+12.19%), while the Italian component marked a more modest +1.6%.
“Consolidated June data confirm an extremely positive trend for Liguria tourism, and refute any narrative of crisis.”
— Regional Councilor for Tourism Luca Lombardi, August 2025
The 2025-2026 holiday period further confirmed the trend: 222,300 tourists in Genoa during the festive season, over 27.6% more than the previous year — a figure that signals how Genoese tourism seasonality is expanding, with the city capable of attracting significant flows even in winter months.
The Lonely Planet factor and international visibility
In October 2024, a recognition arrived that rarely happens to Italian destinations not already inflated by mass tourism: Genoa was included by Lonely Planet in the “Best in Travel 2025” list, in fifth place among the best cities in the world — the only Italian city in the ranking. The official motivation cites historic charm, cuisine and investments in sustainable transport.
A recognition of this type does not immediately translate into additional arrivals, but has an impact on international visibility that can mature over months. Lonely Planet readers and subscribers — typically curious travelers, affluent, with strong inclination toward independent accommodation — represent exactly the guest profile that generates demand for quality short-term rentals. As Acting Vice Mayor Pietro Piciocchi observed, commenting on 2024 figures: “In the past, other locations drove Liguria’s tourism, today it’s Genoa.”
The short-term rental market: opportunities and factors to consider
The growth in tourist flows meets an evolving short-term rental market. At the national level, 2025 closed with approximately 39.8 million nights in short-term rentals (+15.1% over 2024), average rates of 167 euros per night (+8.4% compared to 154 euros in 2024) and an average occupancy rate of 63% (source: AIGAB/Il Sole 24 Ore, September 2025).
On the supply side, it should be noted an element that operators consider structurally positive: active listings at the national level are contracting, falling from approximately 522,000 in summer 2024 to approximately 508,000 in summer 2025. Less competition tends to mean better occupancy for properties that remain on the market — especially those managed professionally. 25% of short-term rental properties in Italy are already managed by specialized operators, a percentage that grows year over year.
For Liguria in particular, summer 2025 showed interesting dynamics: according to AIGAB, the region saw a reduction in summer occupancy compared to 2024, even with an increase in rates — a sign of a market selecting toward quality. A figure that should be read carefully: those managing quality properties in central locations, with dynamic pricing and high service quality, tend to perform better during phases of demand contraction.
On the regulatory front, the framework has tightened: since 2024, the National Identification Code (CIN) is mandatory for all short-term rental properties; flat-rate taxation is 21% for the first property and 26% from the second onward; from 2026, managing more than 2 short-term rental apartments requires business activity status according to tax regulations. This is a context that penalizes do-it-yourself management and instead rewards management delegated to specialized operators, capable of absorbing bureaucratic complexity and maximizing occupancy with advanced revenue management tools.
What do these figures mean for a Genoa property owner
Putting the data together, some concrete considerations emerge for those who own a property in Genoa and are evaluating how to generate income from it:
- Demand is structurally growing: 4.6 million presences in the province in 2024, with tourism apartments as the most dynamic segment (+18.89% of nights stayed).
- The international component is growing more than the Italian one: foreign tourists (+5.5% presences in 2024, +12.19% in June 2025) are the most vibrant segment and tend to stay longer — with average stays increasing for both Italians and foreigners.
- Seasonality is broadening: holiday tourism +27.6% and summer quarter growth confirm that Genoa is not just a peak summer destination, but a city that generates flows year-round — with direct benefits on short-term rental occupancy rates.
- The non-hotel market is growing faster than the hotel market: at the national level, non-hotel properties are growing at +13% versus +3% for hotels (ISTAT 2025 data). The modern traveler seeks diverse accommodation experiences.
- Professional management becomes a critical competitive factor: in a more selective market, with stricter regulations and reduced competition, the difference between a well-managed property and an amateurly-managed one widens.
The data paint a picture in which Genoa is not yet saturated — as some leading Italian destinations are — and maintains significant growth margins, especially in the quality independent hospitality segment. If you’re considering putting your property to income in the heart of Genoa, you can explore management options or explore the portfolio of properties managed by genovabb.it to understand the market positioning of properties in the city.
Processing based on public data and sources. genovabb.it is not a news outlet. The data reported have been collected from sources believed to be reliable but their accuracy is not guaranteed.
