With almost 10,000 active listings in 2024, Turin is the sixth Italian city in terms of Airbnb platform penetration, marking a +50% increase in 7 years and confirming its growth in the tourism sector. After publishing its report on the trend in short-term rentals between 2017 and 2024 at national level, the Future Urban Legacy Lab analysed the situation in the Piedmontese capital in detail.
The short-term tourist rental market in Turin grew rapidly between 2017 and 2024: +125% in terms of nights booked, +127% in terms of revenue per listing, +240% in terms of total economic value generated through the platform’s total revenue, which exceeded €68 million in 2024. Despite these increases, the Turin market for short-term tourist rentals does not reach the levels of other areas of Italy: for example, in Italy, the average revenue per unit rented through Airbnb in 2024 was €11,700, while in Turin it stood at €7,000.
On the supply side, there were over 6,000 hosts (i.e. managers of properties rented through Airbnb) active in the Piedmontese capital in 2024. 87% of them were “small hosts”, managing a maximum of two properties. However, the most significant growth was seen among so-called “large hosts”, i.e. those managing more than 10 units: although they accounted for only 2% of the total, in 2024 they controlled 18% of the entire city market, a share that has more than doubled since 2017 (+230%). The percentage growth of units managed by large hosts in Turin is more pronounced than the national figure, which stands at 136%. From this point of view, the Turin market seems to be “lagging behind” the trends seen across Italy (in our country, large hosts accounted for 25% of total units in 2024); However, it is also worth noting that in the Piedmontese capital, the growth of “large hosts” was particularly high during the period in question, exceeding that of cities with a more “mature” tourist market, such as Rome or Venice. In Turin, however, the average size of these businesses is smaller than the national average (15 units per host compared to 42). As in the rest of Italy, accommodation managed by large hosts generates higher revenues: on average €10,500 per year per unit, compared to €5,500 for small hosts.
The city’s geography of listings shows significant imbalances: six out of 23 districts (Centro, San Salvario, Aurora, San Donato, Crocetta and Vanchiglia) account for 58% of the supply. The Centro district alone accounts for a quarter of the listings and also has the highest revenues (€11,300 per year). The suburbs – Falchera, Mirafiori, Regio Parco – are the least profitable areas.
It is worth noting that the phenomenon does not stop at the municipal boundaries. Analysis conducted at the metropolitan level shows a growing spread to municipalities in the hinterland and Alpine valleys. A case in point is Ala di Stura, a small mountain municipality where listings have tripled and beds have quadrupled in seven years.
These data raise questions about the transformations underway in the urban and social fabric of the city and its territory: who benefits from Airbnb in Turin? And what measures can be taken to avoid imbalances?
