Section 01
City identity
- What draws Airbnb guests
- Turin attracts visitors with its stunning Baroque architecture, renowned museums, and vibrant piazzas. The Mole Antonelliana stands prominently, drawing both architecture enthusiasts and culture seekers.
- Why this city, not the next one
- Visitors often choose Turin over Milan for its more relaxed pace and historical richness, while it rivals Florence for lovers of art and architecture.
- Primary tourism type
- Cultural tourism is key, supplemented by culinary and business tourism due to its many international conferences and proximity to the Alps.
- How tourism has shifted
- Tourism in Turin has seen a steady increase, especially after hosting high-profile events like the Winter Olympics and the Turin International Book Fair, boosting the cultural tourism numbers.
Section 02
Who visits — and what they want
The majority of visitors are international tourists from neighboring European countries, along with domestic visitors. Singles and couples dominate, but families attracted by the local food scene are also notable.
- Typical stay length
- Typically, cultural tourists stay 3–4 nights, while business travelers often stay 1–2 nights.
- Top source nationalities
- FranceGermanySpain
- Most-valued amenities
- High-speed Wi-FiFully equipped kitchenCentral heating
Section 03
What drives bookings
Highest-converting attractions
- Mole Antonelliana
Leads to high demand for accommodations nearby due to its iconic status and photo opportunities.
- Museo Egizio
Draws international history buffs, particularly boost in occupancy during special exhibitions.
- Palazzo Madama
Increases mid-week stays due to combined ticket offers with other museums.
- Piazza Castello
Central meeting point influencing high demand for nearby apartments.
High-traffic neighborhoods
Annual events that move occupancy
- Turin International Book Fair· May
This event significantly spikes occupancy and ADR, with nearly full sell-out during its duration.
- Salone del Gusto· October
Attracts foodies globally, enhancing demand in city-centre properties.
- Turin Jazz Festival· April
Increases short-term bookings around concert locations, especially appealing to music enthusiasts.
- Sporting events, trade fairs, conferences
- The annual Juventus home matches and the Turin Film Festival consistently drive occupancy, leading to raised ADR during these events.
Section 04
Month-by-month seasonality
January
mediumWinter sales attract shoppers, increasing short stays.
February
mediumWinter tourism peaks with ski enthusiasts moving through the city.
March
mediumCultural tourists begin to arrive for more favorable weather.
April
highTurin Jazz Festival drives cultural interest and bookings.
May
peakTurin International Book Fair causes a surge in ADR and occupancy.
June
highPleasant weather and outdoor events draw tourists.
July
mediumHot summer reduces city tourists but still interesting for those heading to the Alps.
August
lowMany locals leave the city for their holidays, leading to reduced demand.
September
mediumCultural events pick up as schools and businesses resume.
October
highSalone del Gusto increases culinary tourism.
November
mediumSteady bookings with cultural tourism and film festival.
December
highChristmas markets boost tourism activity, increasing family and shopping-related stays.
- Best months for occupancy
- May and October
- Best months for pricing
- May
- Weakest months
- August
- Shoulder seasons
- March and September offer moderate occupancies with competitive pricing.
- Weather impact
- Summer months are less appealing due to heat, but winter offers alpine proximity advantages.
- School holiday impact
- Domestic travel increases during Italian school holidays in June and July, offering opportunities for family-friendly listings.
Section 05
Short-term rental regulations
Turin, like many Italian cities, is navigating a dynamic regulatory environment for short-term rentals, with new rules likely to arrive in the coming years.
- Licensing & registration
- Hosts require registration with the Comune di Torino and payment of the standardized tourist tax.
- Primary residence rules
- There is currently no requirement for hosts to only rent their primary residence.
- Zoning / building rules
- Many older buildings in central Turin have specific historical preservation requirements that could affect renovations.
- Tax obligations
- Airbnb hosts need to collect a tourist tax of €3.70 per person per night from guests and declare rental income for income tax purposes.
- Compliance challenges
- Navigating tax filings and registrations can be complex without local Italian language skills.
- Recent legal changes
- Recent discussions suggest a move towards tighter regulations similar to those in Milan, focusing on building safety and short-term rental density.
- Future regulatory risks
- Potential zoning restrictions and occupancy caps could affect some properties if implemented.
Section 06
Neighborhood breakdown
10 neighborhoods relevant to short-term rental in Turin. Each entry sketches the typical guest, property type, rates and 12–36 month outlook.
Centro Storico
- Who stays
- Centro Storico appeals to cultural tourists and weekend travelers who want immediate access to Turin's primary historical sights.
- Best property type
- 1BHK serviced apartment
- Typical ADR
- €110 – €160
- Typical occupancy
- 75% – 85%
- Advantages
- Prime location for accessing top attractions, high occupancy rates.
- Disadvantages
- Higher property costs and potential noise from tourists.
- Investor appeal
- Centro Storico's consistent demand makes it attractive for secure investments with steady returns.
- Guest appeal
- Guests love the immediate access to iconic sites like Piazza Castello and easy public transit.
12–36 month outlook
Enhanced pedestrianisation projects could further increase its appeal.
Crocetta
- Who stays
- Popular among business travelers due to its proximity to the Polytechnic University and conference centers.
- Best property type
- Modern 1BHK apartment
- Typical ADR
- €100 – €150
- Typical occupancy
- 70% – 80%
- Advantages
- Quiet yet central location, highly sought after by academics and professionals.
- Disadvantages
- Limited nightlife options compared to more central areas.
- Investor appeal
- Stable demand from business travelers provides consistent revenue flow.
- Guest appeal
- Safe, residential feel with strong connectivity to key conference and university sites.
12–36 month outlook
Plans for new business hubs could continue to boost Crocetta's attractiveness.
San Salvario
- Who stays
- Highly favored by young couples and singles due to the vibrant nightlife and cultural diversity.
- Best property type
- Studio apartments
- Typical ADR
- €80 – €120
- Typical occupancy
- 65% – 75%
- Advantages
- Proximity to nightlife and attractions like the Valentino Park.
- Disadvantages
- Can be noisy, particularly during weekends.
- Investor appeal
- Appeals to budget-conscious travelers, offering strong yield potential given the lower entry cost.
- Guest appeal
- Eclectic dining options and artistic vibe are major draws.
12–36 month outlook
Increasing cultural activities could draw more tourists.
Vanchiglia
- Who stays
- Artists, students, and young professionals interested in Turin's growing cultural scene usually stay here.
- Best property type
- Loft-style studios
- Typical ADR
- €85 – €130
- Typical occupancy
- 60% – 70%
- Advantages
- Close to the Po River and Mole Antonelliana, vibrant arts scene.
- Disadvantages
- Can be less desirable for older travelers looking for quiet.
- Investor appeal
- Cultural growth and development make it desirable for long-term investment strategies.
- Guest appeal
- Proximity to art and cultural sites adds to its charm.
12–36 month outlook
Continued development as an art district boosts appeal.
Lingotto
- Who stays
- Business travelers attending events at the Lingotto Fiore center.
- Best property type
- Business 2BHK apartments
- Typical ADR
- €90 – €140
- Typical occupancy
- 60% – 75%
- Advantages
- Direct access to conference facilities, ample parking.
- Disadvantages
- Not as close to central attractions; primarily busy during events.
- Investor appeal
- Strong demand during high-profile events makes for excellent seasonal revenue.
- Guest appeal
- Convenient dining and conference facilities make stays hassle-free.
12–36 month outlook
Plans for expanded conference amenities may increase demand.
Borgo Po
- Who stays
- Ideal for high-income families and couples seeking tranquillity near Turin's core.
- Best property type
- Luxury villas
- Typical ADR
- €150 – €200
- Typical occupancy
- 55% – 65%
- Advantages
- Tranquil setting with access to landscaped parks and private gardens.
- Disadvantages
- Premium pricing limits access to a broader market.
- Investor appeal
- Luxury developments suggest increasing property value over time.
- Guest appeal
- Peaceful surroundings with luxury amenities attract premium guests.
12–36 month outlook
Emerging luxury retail and dining avenues enhance its opulence.
Aurora
- Who stays
- Budget travelers and young backpackers often choose Aurora for its affordability.
- Best property type
- Shared apartments
- Typical ADR
- €70 – €100
- Typical occupancy
- 70% – 75%
- Advantages
- Cost-effective with vibrant street markets.
- Disadvantages
- Less gentrified, safety at night can be a concern.
- Investor appeal
- Upcoming urban development may convert properties into higher-value investments.
- Guest appeal
- Budget-friendly and vibrant local culture offers unique experiences.
12–36 month outlook
Improvements to infrastructure and mixed-use developments are likely.
Mirafiori
- Who stays
- Ideal for business travelers working in automotive industries or attending the Fiat Chrysler plant.
- Best property type
- Standard 2BHK
- Typical ADR
- €80 – €120
- Typical occupancy
- 65% – 75%
- Advantages
- Close to business centers and relatively affordable.
- Disadvantages
- Slightly off the main tourist paths, appeal is primarily business-centric.
- Investor appeal
- Economic zones and industrial activity ensure consistent demand from a niche market.
- Guest appeal
- Convenient for business travelers associated with automotive sectors.
12–36 month outlook
Potential rise in interest as the nearby automotive sector develops further.
Parella
- Who stays
- Families and individuals seeking suburban tranquility with good transport links to central areas.
- Best property type
- 3BHK apartments
- Typical ADR
- €75 – €110
- Typical occupancy
- 60% – 70%
- Advantages
- Quiet and more affordable residential area with parks.
- Disadvantages
- Further from city-center attractions requires commute.
- Investor appeal
- Stable demand from long-term residents provides a buffer during low-tourism periods.
- Guest appeal
- Accessible amenities and tranquility appeal to families.
12–36 month outlook
Expansions in public transport increase overall desirability.
Barriera di Milano
- Who stays
- Budget-seeking tourists exploring longer stays or temporary housing.
- Best property type
- Simple 1BHK apartments
- Typical ADR
- €60 – €90
- Typical occupancy
- 55% – 65%
- Advantages
- Lower pricing and diverse local community atmosphere.
- Disadvantages
- Further from top tourist attractions, with less perceived safety as an issue.
- Investor appeal
- Low property costs with potential urban restructuring plans offer long-term value.
- Guest appeal
- Affordable living with vibrant community life.
12–36 month outlook
Redevelopment initiatives aim to improve infrastructure and living standards.
Section 07
Market performance
City-wide ADR
€100 – €150
Occupancy
65% – 75%
Typical annual revenue
€18,000 – €26,000
- Revenue across neighborhoods
- Centro Storico and Crocetta command higher ADR and occupancy, while outer areas like Barriera di Milano show potential for growth due to redevelopment initiatives.
- Revenue across property types
- 1BHKs in prime locations outperform larger units due to a blend of business and cultural tourism; luxury villas show potential but require strong marketing.
- Most profitable categories
- 1BHK units in Centro Storico deliver the highest profits due to steady demand from both cultural and business tourists.
- Oversupplied categories
- Standard apartments in outlying areas such as Borgata Vittoria struggle with over-supply, dampening returns during non-peak months.
Section 08
Competition
- Overall intensity
- Moderate, with steady growth as hosts capitalize on increasing tourism interest.
- Active listings
- Approximately 6,500 active short-term rental listings.
- Luxury segment
- Luxury accommodations in Borgo Po see steady demand, often from high-net-worth individuals seeking privacy and serenity.
- Budget segment
- Aurora and San Salvario offer strong value propositions for budget travelers.
Underserved niches
- Family-friendly amenities in central locations
- Pet-friendly accommodations near parks
- Unique architectural stays in historic buildings
Section 09
Local operating costs
- Cleaning
- Professional cleaning averages €40 per turnover.
- Laundry
- In-house laundry costs around €20 per stay, increasing with family-sized units.
- Utilities
- Expect utilities to run between €100-€150 monthly for a 1BHK.
- Internet
- High-speed internet typically adds €30 to the monthly costs.
- Property management
- Management service fees range from 10% to 20% of monthly revenue, depending on services offered.
- Maintenance
- Annual maintenance costs vary widely but average about €500-€700.
- Insurance
- Basic short-term rental insurance costs approximately €150-€300 annually.
Section 10
What local guests expect
- Parking
- Guests value off-street or reserved parking options, essential in neighborhoods like Centro Storico where street parking is scarce.
- Air conditioning
- An increasingly valued amenity during the hotter months, particularly in older buildings that lack standard AC installations.
- Heating
- Central heating is standard, especially appreciated during the cold winter months.
- Public transport access
- Access to metro and bus lines is crucial, making San Salvario and Crocetta appealing for traveling without a car.
- Workspace
- Dedicated workspace is valued by business travelers, particularly in properties near business districts or universities.
- Balcony
- Balconies with views, especially in neighborhoods like Vanchiglia, add significant guest appeal.
- Pool
- Not commonly expected, but luxury properties with pools extra-appeal to high-end guests, particularly in the summer.
- Family amenities
- High chairs, cribs, and child-friendly facilities can enhance bookings in family-oriented areas like Parella.
- Luxury expectations
- In luxury stays, bespoke services such as concierge and custom local experiences can significantly elevate the guest journey.
Section 11
Transport & connectivity
- Airport impact
- Turin Airport, located 16km from the city, influences demand in northern areas but has limited effect on central neighborhoods.
- Rail
- Proximity to Porta Nuova Station, a major Italian rail hub, enhances attractiveness of central and southern neighborhoods like Crocetta.
- Public transit quality
- Turin boasts reliable metro and tram systems, making centrally located properties highly desirable.
- Walkability
- Centro Storico excels in walkability, contributing to its high appeal among tourists who prefer exploring by foot.
- Car dependency
- Depends largely on the neighborhood; critical in suburban and business districts but not in the well-connected city center.
- Future infrastructure
- The ongoing extension of Line 2 of the metro will improve connectivity in northern districts, likely increasing property values and demand.
Section 12
Investment angle
- Best neighborhoods for investors
- Centro StoricoSan SalvarioCrocetta
- Fastest-growing
- VanchigliaAurora
- Luxury opportunities
- Borgo Po provides excellent conditions for high-end luxury investments due to its tranquil ambiance and emerging amenities.
- Budget opportunities
- Aurora and Barriera di Milano offer lower entry costs with potential upswing from development projects.
- Key risks
- Sudden regulatory changes, environmental risks like flooding, and potential over-saturation in certain areas.
Section 13
Local risks
- Noise & community
- Regulations on noise and conduct are increasing, particularly affecting nightlife-centric districts like San Salvario.
- Tourist taxes
- Mandatory, easily manageable but slightly reduces guest budget.
- Housing shortage debate
- Ongoing discussions about how STRs impact local housing availability could lead to more restrictive rules.
- Regulatory uncertainty
- A looming shift towards more stringent controls on the density and operation of short-term rentals.
- Crime considerations
- Certain areas like Barriera di Milano have safety perceptions to consider, which can be mitigated by clearly communicating security measures to guests.
- Environmental risks
- Winter snow could impact mobility in certain suburban areas like Parella, while urban flooding is a low but conceivable threat.
- Seasonality risks
- August is notably quieter due to Italian vacation trends, potentially impacting occupancy adversely.
Section 14
Future outlook
- Tourism forecast
- Turin is expected to grow steadily as a tourism hub, blending cultural, culinary, and leisure experiences.
Infrastructure projects in the pipeline
- Metro Line 2 Extension· ETA 2025
Improves access to northern neighborhoods, likely boosting their property appeal.
- Porta Nuova Revamp· ETA 2024
Boosts the surrounding area as a top business and retail destination.
- Major developments
- The expansion of the Polytechnic University and the Lingotto business park suggest increased business and domestic travel.
- Upcoming regulations
- Expect tighter rules focusing on rental duration and density, aimed at balancing tourism with residential needs.
- Economic factors
- Overall stable economy and increasing tourism interest make Turin a good long-term investment.
Section 15
Turin as a mixed destination
Cultural Tourism in Turin
Turin's rich cultural scene draws millions of visitors yearly, with numerous museums, art galleries, and theaters. The Museo Egizio is one of the world's leading Egyptian museums, attracting history enthusiasts and boosting occupancy in nearby properties. The Reggio di Venaria, a UNESCO World Heritage site, and the National Car Museum highlight Turin's diverse cultural offerings that appeal to a broad spectrum of demographics. These traits make properties near cultural hubs highly appealing, garnering higher ADRs and strong year-round occupancy.
Culinary Tourism in Turin
Turin offers a gastronomic haven with its rich history in chocolate production and the Slow Food movement, attracting both epicurean travelers and casual foodies. Events like the Salone del Gusto provide a significant boost to short-term rental demand, with travelers seeking out experiences focused on Turin's culinary heritage. Owners in areas like San Salvario and Aurora can capitalize on this by promoting local dining experiences, ensuring properties are well-equipped with kitchen essentials to appeal to gourmets who also love to cook.
Business Tourism in Turin
Home to major international auto manufacturers and host of numerous trade fairs, Turin's business tourism presents a significant opportunity for short-term rentals. Areas like Lingotto and Crocetta are optimal for investments aimed at corporate visitors due to their proximity to conference centers and business parks. These neighborhoods tend to see higher mid-week occupancy rates, offering stability even outside typical tourist seasons. Ensuring properties have amenities like workspaces and high-speed Wi-Fi is essential to attract business travelers.
Section 16
Turin-specific insights
The questions a local consultant would answer. Everything below is city-specific — none of it would apply to a neighbouring market.
Why is Centro Storico a sought-after neighborhood for Airbnb investments?
Centro Storico's significant attraction lies in its historical buildings and immediate access to Turin's top landmarks like Piazza Castello, making it a magnet for both tourists and investors.
How does Turin's cultural calendar affect Airbnb occupancy?
Events such as the Turin International Book Fair and Salone del Gusto elevate occupancy rates and pricing, particularly in central neighborhoods favored by attendees.
What regulations should Airbnb hosts in Turin be aware of?
Hosts need to register their short-term rental business in Turin, pay a tourist tax of €3.70 per person per night, and declare rental income for tax purposes.
Which amenities are most prized by visitors to Turin?
High-speed Wi-Fi, fully equipped kitchens, and central heating are high on the list, reflecting the needs of both business travelers and longer-term tourists.
What impact does the Turin Rail and Metro have on Airbnb demand?
Proximity to major hubs like Porta Nuova Station greatly increases desirability for both business and leisure travelers relying on public transport.
What is the appeal of the San Salvario neighborhood for guests?
San Salvario includes a lively nightlife and cultural settings, perfect for young travelers wanting to be near music venues and eclectic eateries.
How does the Lingotto area appeal to business travelers?
The Lingotto area is strategic for business visitors due to its convention centers and modern hotels, reducing the hassle for commuters.
What neighborhood changes could affect Airbnb listings in Turin over the next five years?
The Metro Line 2 expansion and the commercialization around Porta Nuova could significantly increase demand for properties nearby.
How do city festivals affect Airbnb pricing strategies?
During high-demand periods such as festivals, hosts typically increase prices above normal market rates, aligning with increased occupancy forecasts.
What should investors consider about the Vanchiglia area?
Investors are attracted to Vanchiglia due to its burgeoning art scene and proximity to key sites like the Mole Antonelliana, suggesting strong growth potential.
How do tourist taxes impact Airbnb hosts in Turin?
While the mandatory tourist tax is straightforward, it slightly reduces the relative competitiveness compared to alternative accommodation types that don't require this levy.
Is Aurora a viable area for Airbnb investments?
With low entry costs and ongoing urban projects promising future growth, Aurora can be an appealing option for investors targeting budget-friendly markets.
What impact does Turin's weather have on Airbnb bookings?
Summer's heat reduces demand, whereas winter brings more tourists for skiing and urban charm, influencing seasonal pricing strategies.
Which are the high-risk areas for Airbnb theft in Turin?
While generally safe, areas like Barriera di Milano may benefit from enhanced security measures to reassure guests concerned about neighborhood safety.
How does the luxury segment perform in Turin's Airbnb market?
Aristocratic villas in areas like Borgo Po cater to upscale travelers seeking exclusivity and are often accompanied by mandatory high-standard enhancements like concierge services.
Are short-term rentals feasible in Turin during August?
While demand is typically lower, strategic pricing and targeting local staycations can maintain occupancy during August when many Italians travel elsewhere.
Are there any anticipated regulatory changes affecting Airbnb hosts in Turin?
Potential new regulations focusing on short-term rental density and residency requirements could influence hosting strategies moving forward.
How might the expansion of Turin's Polytechnic University affect Airbnb hosts?
Such expansions may increase demand in neighborhoods like Crocetta due to visiting professionals and academics, prompting higher occupancies.
What is the significance of Turin's public transport for Airbnb guests?
Efficient transport systems enhance neighborhood desirability, reflecting in the popularity of areas close to metro and tram lines.
Why should hosts consider offering long-term stays in Turin?
Turin is a notable destination for international students and remote workers requiring longer rental periods, sustaining occupancy during traditional tourist lulls.
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