Buying in Italy is a matter of the heart; the budget is a consequence, never the starting point.
Buying in Italy: the heart has reasons the wallet ignores
For the French, buying a second home in Italy is less a business matter than a matter of the heart. The Italian lifestyle (32%) and personal ties (26%) motivate nearly six out of ten buyers, far ahead of value for money, which ranks last among the criteria (12%).
Why do French people buy in Italy?
| Art of living | 25 % |
| Personal ties | 20 % |
| Climate / sunshine | 13 % |
| Geographical proximity | 10 % |
| Value for money | 9 % |
Price, the great absentee among purchase motivations
Choosing Italy reverses the usual real estate logic. The art of living (32%) and personal ties (26%) form an emotional bloc motivating 58% of buyers. Conversely, value for money is the least important criterion (12%), nearly five times less decisive. The project is not guided by the budget; rather, the budget adapts to the lifestyle project.
Each southern destination has its own distinct character. Italy stands out for the importance of personal connections (26%), a factor 2.6 times higher than in Spain (10%) and 1.7 times higher than in Portugal (15%). Spain appeals more through pragmatism, with value for money cited by 21% of buyers, compared with only 12% for Italy. Portugal (34%) and Greece (38%) rely on a more general lifestyle appeal.
What appeals about the Italian way of life
| Nature & landscapes | 62 % |
| Local markets | 33 % |
| Pace of life | 32 % |
| Culture & heritage | 29 % |
| Gastronomy | 19 % |
Italy as seen from abroad: more landscapes than pasta
When foreign buyers dream of the Italian lifestyle, they think first of nature. Landscapes (35%) clearly come ahead of local markets (19%) and the pace of life (18%). Culture (17%) and gastronomy (11%) come next: everyday life takes precedence over the postcard image.
The nationalities buying in Italy
| Country of origin | Share of inquiries | 12-month change | Median price | Median surface area | Price/m² | % Apartments | % Houses |
|---|---|---|---|---|---|---|---|
| Germany | 12,5 % | 50,6 % | 280 000 € | 160 m2 | 1 667 € | 16 % | 81 % |
| France | 11,3 % | 32,2 % | 295 000 € | 146 m2 | 1 897 € | 24 % | 72 % |
| United States | 11 % | 5,8 % | 330 000 € | 180 m2 | 1 750 € | 26 % | 71 % |
| Poland | 7,2 % | 39,3 % | 190 272 € | 120 m2 | 1 600 € | 35 % | 62 % |
| Netherlands | 7,1 % | 46,1 % | 295 000 € | 220 m2 | 1 375 € | 9 % | 87 % |
| Switzerland | 6,1 % | 36,8 % | 350 000 € | 190 m2 | 1 993 € | 19 % | 77 % |
| Israel | 5,7 % | 12,8 % | 290 000 € | 182 m2 | 1 351 € | 21 % | 75 % |
| Belgium | 4,4 % | 52,8 % | 330 000 € | 211 m2 | 1 512 € | 13 % | 83 % |
Italy, a crossroads for European buyers
The French (11.3% of inquiries) are not the only ones vying for Italy, narrowly surpassed by the Germans (12.5%). Median budgets range from nearly twice as much for the Swiss (€350,000) as for the Poles (€190,272). With a budget similar to that of the French (€295,000), the Dutch obtain properties 50% larger, prioritizing space over location.
What triggers French buyers to purchase abroad
| Retirement | 57 % |
| Holidays & leisure | 36 % |
| Rental investment | 34 % |
| Quality of life | 34 % |
A second home, the first step in a life project
Buying abroad is no longer simply a holiday project. When surveyed on Green-Acres during their search for a property in Spain, Italy, Portugal, or Greece, 57% of French buyers cited retirement planning, ahead of holidays and leisure (36%), rental investment (34%), and quality of life (34%). Since multiple answers were possible, these motivations overlap within the same buyer: more than seven in ten mention retirement or quality of life, two indicators of a long-term life project.
The regions where French buyers purchase in Italy
| Region | Share of requests | 12-month change | Median price | Median area | Price/m² | % Apartments | % Houses |
|---|---|---|---|---|---|---|---|
| Puglia | 21,3 % | 20,3 % | 150 000 € | 130 m2 | 1 400 € | 5 % | 84 % |
| Tuscany | 20 % | 32 % | 427 500 € | 206 m2 | 1 892 € | 21 % | 77 % |
| Liguria | 19,4 % | 60,4 % | 302 000 € | 94 m2 | 3 300 € | 51 % | 46 % |
| Sardinia | 9,6 % | 121 % | 275 000 € | 118 m2 | 2 817 € | 27 % | 71 % |
| Umbria | 9,2 % | -1,1 % | 350 000 € | 300 m2 | 1 282 € | 7 % | 92 % |
| Piedmont | 5,9 % | 50,4 % | 300 000 € | 310 m2 | 908 € | 21 % | 72 % |
| Sicily | 3,2 % | -9,8 % | 90 000 € | 120 m2 | 884 € | 15 % | 85 % |
| Marche | 2,7 % | -21,2 % | 300 000 € | 260 m2 | 1 234 € | 9 % | 78 % |
Apulia, Tuscany, Liguria: three regions, three life plans
More than 60% of French demand is concentrated in a leading trio: Puglia, Tuscany, and Liguria. Yet these regions offer contrasting projects. The median budget in Tuscany (€427,500) is almost three times that of Puglia (€150,000). Liguria, meanwhile, is the most expensive per square meter (€3,300/m²) for the smallest properties (94 m²).
The map of desire: two provinces capture one-third of searches
The geography of the Italian dream is extremely concentrated. On their own, the provinces of Imperia (Liguria) and Brindisi (Puglia) attract nearly a third (31%) of all French searches. This duo carries as much weight as the next seven provinces combined, and is far ahead of cultural capitals such as Rome (2%) or Florence (2.7%), which remain niche markets for French buyers.
The most sought-after towns in Italy among French buyers
| Town | Province | Share of requests | 12-month change | Median price | Median surface area | Median land area (houses) | Price/m² | % Apartments | % Houses |
|---|---|---|---|---|---|---|---|---|---|
| Ostuni | Brindisi | 6,1 % | -14,2 % | 180 000 € | 100 m2 | 10 000 m2 | 2 250 € | 9 % | 73 % |
| Sanremo | Imperia | 5 % | 175 % | 350 000 € | 100 m2 | 1 200 m2 | 3 900 € | 62 % | 36 % |
| Bordighera | Imperia | 3 % | 34,4 % | 290 000 € | 83 m2 | 850 m2 | 3 511 € | 59 % | 41 % |
| Carovigno | Brindisi | 2,2 % | -1,6 % | 124 500 € | 140 m2 | 8 400 m2 | 1 280 € | % | 85 % |
| Ceglie Messapica | Brindisi | 1,9 % | 20,5 % | 70 000 € | 90 m2 | 5 000 m2 | 800 € | % | 87 % |
| Oria | Brindisi | 1,5 % | 120 % | 115 000 € | 137 m2 | 8 373 m2 | 839 € | 7 % | 93 % |
| Florence | Florence | 1,3 % | 100 % | 525 000 € | 120 m2 | 4 817 € | 74 % | 26 % | |
| Imperia | Imperia | 1,1 % | 77,8 % | 349 500 € | 190 m2 | 5 000 m2 | 1 942 € | 28 % | 72 % |
Sanremo versus Ostuni: the major trade-off for buyers
The two most sought-after towns, Sanremo and Ostuni, embody two visions of Italy. In Sanremo, on the Riviera, buyers purchase an apartment (62%) for a median price of €350,000. In Ostuni, in Puglia, they treat themselves to a country house (73%) with a large plot of land for almost half as much (€180,000). It is a trade-off between location and space.
The four property segments in Italy
| Segment | Median price | Median living area |
|---|---|---|
| Entry-level | 83 000 € | 90 m2 |
| Mid-range | 190 000 € | 105 m2 |
| High-end | 380 000 € | 170 m2 |
| Luxury | 830 000 € | 288 m2 |
From €80,000 to €800,000: there’s an Italy for every budget
The Italian market is divided into four clearly distinct price segments, with a tenfold difference between the extremes. A 90 m² house is available from €83,000 at the entry level, often requiring renovation work. The mid-range stands at around €190,000 for 105 m², while the luxury segment, at €830,000, offers spacious properties of nearly 300 m².
Behind the figures, concrete life projects
These properties concretely illustrate what each budget can buy. From a small country house to renovate for less than €100,000, one moves on to a mid-range villa with a swimming pool, and then to a high-end character property. Luxury opens the doors to exceptional properties, with unique features and views that define a different market.
Buying in Italy is an emotional act that creates a highly concentrated map of desire. In these sought-after areas, French buyers choose between radically different lifestyles, from chic coastlines to authentic countryside.
Buying in Italy shows that French buyers are less interested in isolating themselves in a villa than in reconnecting with a culture.