Italy’s unsold land auction market could provide opportunities for glamping development, with approximately 37% of available land lots potentially suitable for outdoor accommodation projects, according to research by the RINA Prime Research Centre.
The study identifies an opportunity to repurpose underused land by connecting properties that have struggled to attract buyers with demand for outdoor accommodations that combine natural settings with hotel-style amenities. The findings come as Italy continues to develop its glamping sector, which RINA Prime describes as a market with growth potential but limited operational maturity compared with more established destinations.
In 2025, Italy had more than 9,900 land lots listed at auction, representing an estimated total value of €1.65 billion. However, only approximately 32% of the lots were awarded, while the average time required to complete a sale reached 7.7 years, according to the research.
RINA Prime identifies two main categories of land that could support glamping developments. The first includes properties with existing infrastructure or characteristics that make them suitable for conversion into accommodation facilities. The second consists of natural and agricultural plots that could accommodate new developments, subject to planning requirements and the necessary permits.
The financial differences between the two categories could influence investment strategies. Land already considered compatible with glamping had an average price of approximately €229,000, while plots requiring conversion averaged around €21,000. According to RINA Prime, the lower acquisition costs associated with the second category could make it possible for investors to pursue multi-property strategies, gradually developing several locations rather than committing substantial capital to a single site.
The research also points to the broader commercial potential of glamping. Grand View Research estimated the global glamping market at approximately US$3.79 billion in 2025 and projected that it could exceed US$7.8 billion by 2033, representing an annual growth rate of around 9.5%. Europe accounts for approximately one-third of the global market.
Italy is experiencing growing interest in the accommodation segment, although its market remains less developed than those in France and the United Kingdom. The United States also has more established multi-site operators and management structures, according to the study.
RINA Prime estimates that developing an individual glamping accommodation unit requires an investment of approximately €15,000 to €40,000. Its reported market indicators include average occupancy of around 60%, average daily rates ranging from €150 to €200, and estimated investment payback periods of five to six years.
These figures provide an indication of the potential economics of the sector, although actual performance will depend on location, seasonality, operating expenses, infrastructure requirements, and the type of accommodation offered. Land acquisition costs and the expense of preparing undeveloped agricultural or natural plots would also need to be considered when assessing a project’s financial viability.
Rather than focusing exclusively on individual properties, RINA Prime identifies multi-site operating platforms as a potential model for developing Italy’s glamping industry. These platforms would manage three to five locations or more under a common brand, with standardized operating procedures and centralized management. Such an approach could help operators distribute administrative costs, establish consistent service standards, and build recognition across multiple destinations.
The development of glamping sites could also create economic opportunities in rural communities through employment and demand for local suppliers, tourism services, and visitor experiences. However, projects involving agricultural or natural land would need to account for environmental considerations and local planning restrictions.
Regulatory complexity remains one of the challenges facing Italy’s glamping market. RINA Prime identifies permitting requirements, market fragmentation, and limited access to institutional capital as factors that could slow the sector’s expansion.
For campground, RV resort, and glamping operators considering expansion into Italy, the auction market may offer an alternative route to securing development land. However, a low purchase price does not necessarily translate into a viable accommodation project. Investors would need to evaluate zoning compatibility, access roads, utility connections, environmental restrictions, infrastructure costs, and the time required to obtain approvals before committing to a property.
The research suggests that Italy’s auction land inventory could become part of the country’s broader outdoor tourism development pipeline. Turning that potential into operational glamping businesses, however, will depend on whether investors can identify suitable properties and establish commercially viable projects within the country’s regulatory framework.
