As we look ahead to 2025, Lake Como is poised for yet another year of exceptional growth in tourism and hospitality. With its timeless beauty, vibrant culture, and increasing global attention, the lake continues to captivate visitors from around the world. Here’s what we predict for the coming year based on current trends and insights.
High-profile media coverage and social media buzz continue to position Lake Como as a dream location for travelers seeking both relaxation and inspiration.
In 2025, Bellano will host the “Festival Nazionale dei Borghi più Belli d’Italia”, an event celebrating Italy’s most beautiful villages. A testament to the growing recognition of Lake Como as a destination that blends stunning landscapes with cultural authenticity. It’s a unique event for those seeking to experience the charm of lesser-known towns.
Evolving demographics: a younger audience loves Lake Como
In recent years, Varenna Holidays has observed a shift in the demographics of visitors to the Lake. While families looking for a tranquil retreat remain an important segment, there’s been a notable rise in younger travelers. Groups of friends and young adults are increasingly choosing Lake Como as their summer destination, drawn by its aspirational image on social media and the frequent visits of international celebrities. This younger audience is seeking a blend of relaxation and adventure. Often translating into a desire for experiences beyond just the accommodation itself.
What vacation activities will be most popular in 2025?
In 2025, visitors are expected to embrace a diverse range of activities that combine relaxation, adventure, and cultural exploration:
- Boat tours: exploring the lake’s shores by boat remains a highlight, offering views of iconic villas and picturesque villages. The increasing interest in boat tours is evident from the huge growth in boat rental services across Lake Como in recent years.
- Outdoor adventures: activities like hiking, biking, and even paragliding are gaining popularity, particularly among the younger crowd.
- Gastronomic experiences: cooking classes have gained immense popularity, especially on social media during the past summer. Their interactive and authentic nature makes them a likely favorite for the upcoming season, alongside wine tastings and local food tours.
Vacation rentals on Lake Como keep growing
The hospitality landscape around Lake Como is undergoing a significant transformation. International luxury hotel chains are expanding in the region, offering premium accommodations to cater to affluent travelers. At the same time, private property owners are also sensing the business potential. Thus driving a surge in privately managed vacation rentals.
Like the rest of Italy, Lake Como is therefore witnessing a surge in privately managed vacation rentals, as more property owners recognize the profitability of the region. This trend has been accompanied by a shift toward entrusting properties to dedicated agencies. A choice driven by the growing complexity of regulations and the increasing demands of managing a short-term rental.
Data shows that professional management services are becoming essential for ensuring a property’s success. Agencies not only handle bureaucratic and logistical aspects but also optimize visibility and occupancy rates.
A clear example of this trend is the growth seen by Varenna Holidays. Our portfolio of managed properties increased by nearly 30% in 2024 compared to 2023. This reflects the growing awareness among homeowners of how strategic management can transform a property into a reliable and stress-free source of income, even in a highly competitive market.
With its growing global profile, evolving visitor demographics, and rich variety of experiences, Lake Como is set to thrive in 2025. Whether it’s attracting families, young travelers, or cultural enthusiasts, the lake offers something for everyone.
At Varenna Holidays, we’re excited to continue providing exceptional stays and professional property management for homeowners and guests alike. Interested in renting out your property or planning a visit? Contact us today and be part of the magic that makes Lake Como a dream destination year after year.