In 2025, Tuscany once again ranks among the most beloved regions by foreigners choosing to buy a home in Italy. According to a recent survey, Italy ranks first among the most desired countries for foreigners looking to purchase a second home, followed by Spain and Portugal.
As for specific regions, it is precisely the homes for sale in Tuscany that are the most sought after and appreciated. The reason lies in the region’s unique combination of seaside locations, hillside villages, breathtaking natural scenery and proximity to multiple cities of art, including one of the most admired cities in the world: Florence.
Behind this fascination with Tuscany are also lifestyle-related factors. Many perceive the region as ideal thanks to its mild climate, which supports a higher quality of life. Moreover, excellent access to various services and transport options is highly valued.
All these elements paint a picture of a Tuscany that warmly welcomes those looking for a second home—or for those dreaming of starting a new life in Italy.
The survey reveals that Lucca tops the list among Tuscan areas. This city concentrates many of the most attractive offerings: a mix of renovated farmhouses, historic villas surrounded by greenery and penthouses overlooking the city’s rooftops.
Versilia, from Forte dei Marmi to Pietrasanta, is one of the most frequented zones, with properties ranging from elegant homes priced at two to three hundred thousand euros to luxury estates valued between ten and fourteen million euros.
However, demand is not confined to the high-end segment. Cities like those in Chianti, Pisa, Florence and Siena also attract considerable interest.
Data show that nearly half of those purchasing a house in Tuscany do so to enjoy their retirement in peace.
Then there are those considering a complete life change, often driven by the desire to slow down, reconnect with nature and embrace a less frantic pace.
About 16% are looking for a vacation home and 6.3% view the purchase as an investment opportunity, such as through short-term tourist rentals.
What stands out is that, unlike in the past, most of these property searches no longer go through local agencies or word-of-mouth. They now happen almost entirely online.
The web has become the main tool used by foreign buyers to explore the Italian real estate market, assess areas and prices, analyze potential and compare listings. This has made specialized property portals increasingly central.
More than 81% of potential buyers are over 56 years old, with a peak of 38% among those over 66.
We’re talking about individuals in a mature stage of life, often nearing retirement or already retired, with stable financial means. 78% are married or in a long-term relationship and about a third have children.
This detail is intriguing: it suggests that many are planning a relocation that involves not just themselves but also their families—perhaps thinking of leaving a property legacy or creating a shared vacation home.
As for nationality, the United States leads the ranking, accounting for nearly a third of all inquiries, followed by Germany (11%) and the United Kingdom (9%).
However, interest is also growing from Canada, Sweden, Australia and the Netherlands. Motivations seem to vary slightly by country: Americans often seek a more European lifestyle and a return to their roots, while northern Europeans pursue sunshine and a warmer, more sociable way of life.
This data must be interpreted within the wider trend affecting all of Italy: foreign interest in Italian real estate—especially rural and historic properties—is increasing. And Tuscany, with its geographic, architectural and cultural traits, remains the region that most vividly reflects what the average foreigner imagines when they think of their ideal Italy.
But the success of these areas is also the result of local development strategies. Some municipalities have worked steadily to promote their territories, others have invested in renovation projects, while others have attracted designers, chefs, artists and entrepreneurs—creating a thriving international community.
It’s no coincidence that those who buy here often end up not just using the property for vacations, but actually moving in, starting a business or building relationships.
And so, perhaps the real story isn’t just that Tuscany is the most loved region by foreigners buying homes, but that this choice represents a repeated and concrete endorsement of a certain way of living—away from the noise and close to beauty.
