Buying a home in Italy has long been a dream for many British buyers. But in recent years, Liguria (Italy’s north-western coastal region known as the “Italian Riviera”) has become one of the most sought-after destinations.
According to “Il Sole 24 Ore”, in the first half of 2025, the number of UK citizens searching for property in Italy increased by more than 28% compared with the same period in 2024. A significant share of this renewed interest is focused on Liguria, an area that combines the charm of the Riviera lifestyle with authenticity, accessibility, and excellent value for money.

A more authentic and affordable Riviera

For decades, the French Riviera, from Menton to Saint-Tropez, has symbolised Mediterranean glamour. Yet, for many buyers, it has also become overpriced, overdeveloped, and heavily taxed.
Just a few miles across the border, West Liguria offers the same stunning sea views, Mediterranean light and lifestyle, at far more reasonable costs.

Property prices in Liguria are often 20% to 30% lower than on the Côte d’Azur, while annual running costs, local taxes, and maintenance expenses are substantially more affordable.
In France, property ownership involves higher local taxes, high inheritance duties and significant capital gains tax upon sale. Italy, by contrast, has much lighter inheritance taxation, no wealth tax on property, and more flexible tax regimes for residents and foreign buyers alike.

For British owners planning a long-term investment or a future relocation, Liguria offers not only better value, but also a simpler and less punitive fiscal environment.

A lifestyle that feels truly Italian

Beyond numbers, what really wins hearts is the authentic Italian lifestyle.
Liguria’s rhythm is relaxed yet refined. Daily life revolves around open-air markets, morning coffee at the local bar, fresh pasta from family-run shops, and long lunches overlooking the sea. The region’s cuisine, from pesto Genovese to local olive oil and fresh fish, reflects a deep connection with the land and the sea.

While the French Riviera is crowded with international tourists and seasonal residents, Liguria retains its Italian soul. Its seaside towns – Sanremo, Bordighera, Alassio, Ospedaletti, Imperia – are elegant yet lived-in all year round. Here, neighbours still know each other, and foreign homeowners are welcomed into the community rather than merely served by it.