British buyers are increasingly looking to Italy. Growing interest in authentic villages and Southern regions
In 2025, Italy confirms itself as one of the most desirable property destinations for UK citizens. Data from Gate-away.com, the property portal dedicated to international buyers looking to purchase homes in Italy, reveal a clear and structural trend: enquiries from the United Kingdom increased by 23.27% year-on-year and recorded an overall growth of almost 80% over the past five years. UK buyers now represent the second-largest international market in terms of property searches, just behind the United States, accounting for 12.75% of total national enquiries.
This is not a simple short-term fluctuation, but the result of an increasingly conscious purchasing behaviour. British buyers are no longer searching solely for a “holiday home” in well-known destinations, but for a life project: places where they can live for extended periods, work remotely, integrate into the local community and benefit from a more sustainable cost of living compared to the United Kingdom.
From iconic destinations to authentic territories: how British preferences are changing
An analysis of the most searched areas highlights a clear shift in priorities. Demand is no longer driven exclusively by iconic and over-touristed locations, but by territories offering space, tranquillity, strong identity and still-accessible prices. Salento and the Valle d’Itria stand out as two of the most dynamic areas, with a very strong increase in enquiries. Here, British buyers find historic villages, traditional farmhouses, detached homes with gardens and a climate that allows for a high quality of life throughout the year. The growing interest in these areas reflects the search for a more authentic Italy, away from the pressures of mass tourism.
At the same time, areas such as Monferrato, the Langhe hills and selected Alpine locations attract a different yet complementary type of demand: buyers drawn to hilly or mountainous settings, slower lifestyles, well-preserved landscapes and strong food and wine traditions. In these areas, property purchases are often linked to the idea of a permanent or semi-permanent residence rather than a purely seasonal one.
Preferred regions: Southern Italy and emerging areas drive growth
Looking at regions, Sicily emerges as the top choice for British buyers, with interest growing at a remarkable pace. The combination of competitive prices, rich historical heritage, favourable climate and wide availability of large properties continues to represent a powerful draw.
Puglia and Piedmont follow, both showing strong growth and confirming how British interest is shifting towards regions able to offer authenticity, landscape quality and a good balance between property value and cost of living. Abruzzo and Calabria also show very positive signals, attracting demand focused on more affordable solutions, often in small towns or provincial centres.
This geographical expansion of interest reflects an Italy that is being rediscovered in its entirety, no longer concentrated solely on a few internationally famous destinations.
Most searched towns: villages, historic centres and well-connected provincial areas
At a municipal level, the ranking of the most searched locations by UK buyers further reinforces this interpretation. Historic Sicilian towns such as Caltagirone and Noto stand out, alongside Valle d’Itria centres such as Ostuni, Carovigno, Ceglie Messapica and San Vito dei Normanni, as well as Calabrian destinations like Santa Maria del Cedro and Scalea.
These towns share several key characteristics:
more affordable property prices compared to major international hubs
good availability of detached homes and properties with outdoor spaces
authentic, year-round communities
relatively easy access to airports and main infrastructure
The growth in enquiries for these locations signals a progressive shift towards places where it is possible to “live like a local”, reducing the impact of overtourism and improving everyday quality of life.
What type of homes British buyers are looking for
Property typologies further confirm this change. British buyers favour detached houses, villas and country homes, often with generous internal space. Nearly half of all searches are for properties larger than 120 square metres, highlighting a preference for more spacious homes compared to typical UK urban standards.
Most buyers are looking for properties that are already restored or habitable, although there remains a significant interest in homes to renovate, particularly in rural areas. The average value of properties searched remains relatively contained, just over €250,000, with a strong concentration of budgets below €100,000 — a factor that makes Italy particularly competitive within the European property landscape.
A structural trend set to strengthen further
“The steady growth in enquiries from the United Kingdom over the past five years points to a trend that goes well beyond short-term dynamics. Italy is increasingly perceived as a reliable, safe destination offering real opportunities for those looking to change lifestyle, invest for the long term or build a second life outside major British urban centres,comments Simone Rossi, co-founder of Gate-away.com. The interest shown by UK buyers fits into a broader transformation of the international property market: less focus on image, more attention to substance. And Italy, with its diversity of territories and richness of local realities, continues to respond perfectly to these new needs, confirming its role not only as a tourist destination, but also as a place to live.”