Portofino: Leading Italian Luxury Tourism in 2025

The period is a golden age for luxury tourism. According to the 2024 Tourism Forecast report by Demoskopika, the summer season of 2024 in Italy delivered extraordinary results, with 215 million visitors recorded and robust growth in international tourism. The luxury segment alone accounts for up to 25% of the entire tourism industry.

Portofino and the Tigullio region are the areas with the highest density of upscale tourism. The region currently boasts six five-star establishments, which are undergoing significant development due to a growing clientele that is increasingly affluent and discerning. The "Portofino effect" is undoubtedly the driving force behind this market, with the town ranking among the most popular seaside destinations in the world. A quick Google search of the location yields nearly 50 million results, while on Instagram, there are approximately 1.5 million posts featuring Portofino.

It goes without saying that 2024, an incredibly active year, saw substantial investments by major international groups in Portofino, alongside significant renovations of existing properties. Among the most recent developments is the acquisition of Castello San Giorgio, a spectacular 1,200-square-meter property overlooking the sea, by the Fort Partners group. This group collaborates with the Four Seasons hotel chain owned by Bill Gates and Prince Al-Waleed bin Talal. The castle reportedly cost over €60 million, according to local rumors, and renovation work has recently begun, although the opening date remains unknown.

To better understand the market evolution in the region, a series of interviews was conducted with representatives of three different types of establishments: one belonging to an international luxury group, another to an Italian group, and finally a nearly historic property owned by the same family for generations.