Airbnb Market Data in Lucca, Toscana(July 2026)

Occupancy, Revenue & Best Areas

Lucca, the city of a hundred churches enclosed within intact 16th-century walls, is a jewel of rare beauty famous for its medieval squares and aristocratic elegance. It is a cult destination attracting sophisticated international tourism seeking Tuscan authenticity and absolute peace. The Airbnb market is very solid here, featuring an occupancy rate of 57%. Visitors seek the charm of apartments in historic palaces within the walls and the convenience of residences near major festival sites, paying an average daily rate of €174. Its constant prestige and cultural energy ensure strong and secure profitability.

Capannori, nestled in the lush Lucca plain and surrounded by historic monumental villas and ancient camellias, offers an authentic and classy Tuscan experience. It is a favorite destination for those seeking peace, nature, and cultural itineraries away from the crowds, attracting high-quality international tourism. The Airbnb market is high-performing here, featuring an average daily rate of €383. Visitors appreciate exclusive historic villas with gardens and the convenience of renovated farmhouses nestled in olive groves, generating an annual revenue of €82,775. Its protected natural setting and proximity to Lucca ensure solid and consistent profitability.

Camaiore, stretching from the peaks of the Apuan Alps to the trendy beaches of Lido di Camaiore, offers a unique blend of wild nature and Versilia seaside elegance. It is a versatile destination attracting athletes, families, and international clients seeking relaxation and quality services. The Airbnb market is solid here, featuring an occupancy rate of 59%. Visitors seek the charm of stone farmhouses inland and the modernity of apartments near the sea, paying an average daily rate of €202. Its comprehensive tourism offer ensures steady demand and attractive profitability for owners in one of Tuscany’s most coveted settings.

Viareggio, the historic capital of Versilia and its Carnival, enchants with its Art Nouveau architecture, long seaside promenade, and prestigious yacht-building industry. It is a vibrant and trendy destination attracting international tourism seeking well-equipped beaches, shopping, and dynamic cultural life. The Airbnb market is solid here, featuring an occupancy rate of 54%. Visitors appreciate the charm of period apartments and modern rentals near the pine forest and the sea, paying an average daily rate of €139. Its timeless prestige and major events ensure consistent year-round profitability for owners throughout the summer season.

Forte dei Marmi, a global icon of luxury in Versilia, offers a setting of absolute elegance with its high-fashion boutiques and legendary beach clubs. It is a mythical destination attracting an elite international clientele seeking exclusivity, refined social life, and impeccable beaches. The Airbnb market here is extraordinary, featuring a record average daily rate of €443. Visitors seek the exclusivity of ultra-luxury villas with pools and the quality of charming residences immersed in the pine forest, generating an exceptional annual revenue of €90,341. Its universal fame and prestigious aura ensure some of the highest profitability in Italy.

Pietrasanta, the ‘Little Athens’ of Versilia, enchants with its art-filled historic center, world-renowned galleries, and beautiful marina. It is a top-tier destination combining marble and bronze craftsmanship with the beauty of the Tuscan coast, attracting a sophisticated and cultured international clientele. The Airbnb market here is high-performing, featuring an average daily rate of €217. Visitors appreciate the character of historic apartments in the center and the exclusivity of villas near the sea, generating an average annual revenue of €43,673. Its cultural vitality and authentic elegance ensure solid profitability.

Massarosa, a pearl set between Lake Massaciuccoli and the Versilia hills, offers a natural scenery of rare beauty famous for its lotus blooms and ancient parish churches. It is a destination prioritizing quiet and contact with nature, attracting travelers seeking peace and Tuscan authenticity just steps from the sea. The Airbnb market here is extraordinarily profitable, featuring an annual revenue of €49,144. Visitors seek the exclusivity of stone country houses (‘rustici’) with pools and the charm of residences with lake views, taking advantage of an average daily rate of €233. Its elite tranquility ensures a high-profile and successful investment.