British buyers are driving a surge in demand for premium homes in rural Italy as lifestyle shifts and looming tax changes reshape international property trends.
New data from Great Estate shows €76.3m in sales during 2025, with a 22% rise in UK buyers targeting Tuscany and Umbria.
The shift marks a move away from traditional city hotspots such as Milan, with affluent buyers increasingly prioritising space, privacy and long-term value in countryside locations.
Umbria in particular is emerging as a key growth market, with 70% of transactions concentrated in Perugia and the remainder in Terni, pointing to broad-based demand across the region.
HIGH-NET-WORTH
Buyers are typically seeking larger homes of 300–400 sqm, with prices ranging from £717,000 to £3m, reflecting strong appetite from high-net-worth international purchasers.
The trend is being fuelled in part by proposed changes to Italy’s non-dom tax regime, with the flat tax expected to rise from €200,000 to €300,000. As a result, 2025 has become a pivotal year for buyers looking to secure favourable terms ahead of the increase.
At the same time, domestic pressures in the UK – including rising living costs and growing demand for improved work-life balance – are pushing more buyers to consider overseas relocation or second-home ownership.
Research cited by Great Estate suggests 64% of working-age Britons have seen stress levels rise in recent years, while ongoing pressures on public services are also influencing lifestyle decisions.
LANDMARK YEAR
Stefano Petri (main picture, inset), CEO and founder of Great Estate, says: “2025 has been a landmark year for Great Estate, driven by sustained international confidence in Tuscany and Umbria.
“We anticipate this momentum not only continuing but accelerating into 2026, particularly as global economic, lifestyle and health pressures prompt more high-net-worth individuals to seek alternative living solutions that, like a fine Italian wine, age with them rather than against them.
“Italy offers a quality of life, cultural richness and long-term stability that resonates strongly with today’s global buyer.”
LONG-TERM MINDSET
And he adds: “At Great Estate, we’re seeing buyers approach Italy with a more strategic, long-term mindset than ever before. Many are pursuing countryside homes that deliver space, privacy, sustainability and a slower pace of life, qualities increasingly viewed as essential rather than aspirational.
“Demand for turnkey and newly restored properties continues to rise, and we expect 2026 to bring even stronger interest from UK and US buyers focused on wellness, remote-working capability and tax-efficient relocation.
“The outlook for next year is exceptionally strong, with Tuscany and Umbria set to remain two of Europe’s most desirable destinations for international purchasers.”
