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.
A mild climate and unmatched scenery
Protected by the Alps and facing south onto the Mediterranean, Liguria enjoys one of the best climates in Europe. Winters are mild, and even in January you can often have lunch outdoors.
The unique geography – where mountains meet the sea – creates an extraordinary variety of landscapes, from coastal villas to olive-covered hillsides and medieval villages overlooking the Riviera.
This diversity allows buyers to choose between vibrant seaside living or peaceful countryside retreats, all within a short drive.
Easy access from the UK and beyond
Liguria’s location makes it particularly convenient for international buyers. Nice and Genoa airports are both within easy reach, offering frequent direct flights from London and other UK cities.
Motorway and rail connections are excellent, and from the far western part of the region, Monaco or Nice are less than one hour away, ideal for those who want Riviera life without French bureaucracy or prices.
A market of real opportunity
The growing interest from international buyers, especially from the UK, is not a passing trend but a long-term shift. The region’s combination of beauty, accessibility, and financial advantages has created a stable yet dynamic property market, appealing to retirees, investors, and families seeking a second home abroad.
Properties with terraces, sea views, and outdoor spaces are particularly in demand. Prices remain reasonable compared with similar homes across the border, and the potential for value appreciation over time is solid.
At the same time, Italy’s tax regime and the absence of wealth and inheritance taxes make ownership far less burdensome.
Why buy with LiguriaHomes Casamare and Hamptons International
For British clients, the process of buying in Italy can be smooth and secure when guided by experienced professionals. LiguriaHomes Casamare, with six offices along the Riviera and over 30 years of experience, is the exclusive partner of Hamptons International, one of the UK’s most prestigious estate agencies, founded in 1869 and with over 90 offices across the country.
This partnership ensures that British buyers receive a fully bilingual, transparent, and professional service, combining local expertise with Hamptons’ international reach and credibility.
Through this collaboration, LiguriaHomes Casamare can offer clients exclusive access to the finest properties on the Italian Riviera, as well as comprehensive guidance on legal, fiscal, and practical matters related to buying in Italy.
A smarter, more authentic choice
For many British buyers, West Liguria represents the best of both worlds: the elegance and glamour of the Riviera, but with Italian warmth, authenticity, and a more sustainable cost of living.
Less crowded than the French coast, more welcoming, and more affordable to buy, maintain, and pass on, Liguria is not just a place to own a home: it’s a place to truly live.
To discover the finest properties and expert guidance on buying a home in Liguria, contact LiguriaHomes Casamare & Hamptons International, your trusted link between the UK and Italy’s most authentic Riviera:
Tel. +39 334 9323000 – info@liguriahomes.com
