Florence, a city of art par excellence, is not only one of the most visited tourist destinations in the world, but also a dynamic and profitable setting for those who own property and wish to turn it into a source of income. Short-term rentals are now a favorite mode for tourists and travelers, attracted by the opportunity to experience the city in an authentic way. For landlords, this formula can represent an excellent opportunity. But beware: getting the most out of a short rental, in a city as coveted but also regulated as Florence, requires strategy, focus and a thorough knowledge of the market.
Florence and the boom in short-term rentals
In recent years, Florence has seen explosive growth in short-term rentals. The timeless beauty of the historic center, the wealth of cultural events, and the appeal to students, professionals, and travelers from around the world mean that demand remains high throughout the year. This popularity, however, has led to a considerable increase in the number of listings and the introduction of stricter regulations. For example, in 2024 the City Council put a brake on new openings in the historic center to curb overtourism and protect the city’s residential fabric. Those who want to enter the short-term rental market today must therefore do so with awareness, complying with regulations and optimizing every aspect of management.
The regulations you need to know
Running a short-term rental in Florence requires perfect knowledge of local rules. The National Identification Code (NIC ) is now mandatory and must be clearly visible on all platforms where the listing is published. In addition, guests must be registered with the relevant authorities and reported within 24 hours of arrival. Those who do not comply risk heavy penalties as well. Beyond bureaucratic obligations, these measures serve to ensure transparency and security for both owners and guests.
How to make the ad irresistible
In an increasingly competitive market, the property listing makes all the difference. A generic description or a few photos taken with a smartphone are not enough. It needs care, attention to detail, authenticity. Accurately written text that conveys the value of the proposed experience helps differentiate. Images need to be bright, real, able to render the atmosphere of the home. Telling about the neighborhood, pointing out nearby amenities, emphasizing what makes the property unique-all these help attract the right guest.
Dynamic pricing and intelligent management
One of the most common mistakes among those entering the world of short-term rentals is to set a standard price and leave it unchanged. In fact, one of the secrets to increasing profitability is precisely the ability to adapt rates to seasons, events and demand of the moment. There are digital tools that help to do this automatically, but it is always useful to maintain a personal approach, monitoring what is happening in the neighborhood and in the weeks ahead. A good price is not the highest possible price, but the one that guarantees constant occupancy and a sustainable margin.
Quality hospitality: the real added value
Short-term rentals are not just about earnings: they are experiences. And a positive experience comes primarily from the quality of the welcome. This means having a clean and tidy home, sure, but it also means taking care of the details: a welcome message, a guide to the best restaurants in the area, perhaps a bottle of local wine left on the table. Authentic hospitality generates positive reviews, which in turn bring more bookings. Those who can build a solid reputation become a safe choice for travelers and can also afford higher rates.
Attention to taxation
Revenues earned from short-term rentals are subject to taxation, and ignoring this can lead to unpleasant surprises. The most widely used formula is the dry coupon, with a rate of 21 percent, which is applied on what is received. However, it is good to know that this rate can go up for those who have more than one rental property. In addition, receipts must be issued and all documentation must be kept. In this sense, relying on an experienced accountant can be a more than worthwhile investment, especially if renting becomes a stable source of income.
A rich market, but one that requires expertise
Short-term rentals in Florence offer a real possibility of income for those who own property in the city. However, it is not a simple formula nor one to be improvised. Between changing regulations, increasingly fierce competition and the need to offer a professional service, effectively managing a short-rental home requires time, resources and a good dose of strategy.
For this reason, more and more owners are choosingto turn to experienced agencies like Idee & Immobili, who know the Florentine market inside out and can take care of every step of the process: from promotion to guest management, from pricing to space care. In an industry where every detail counts, having professionals on your side can really make the difference between an uncertain profit and a well-built, stable and sustainable income over time.
