The Truth About Italy’s Rome in 2025: Why the Jubilee Year Didn’t Spark the Tourism Boom Everyone Hoped For

Published on June 23, 2025

Rome, often referred to as the Eternal City, has witnessed many transformations throughout its long history. From the grandeur of ancient monuments to its role as the heart of Catholicism, the city holds a powerful allure for millions of visitors every year. The 2025 Jubilee Year, a religious observance held by the Roman Catholic Church every 25 years, promised to bring a surge of pilgrims, tourists, and a wealth of economic benefits to the Italian capital. The city prepared itself for a wave of over 30 million visitors, revitalizing its streets and monuments in anticipation of a bustling pilgrimage season.

However, as we approach the halfway point of the year, it appears that the anticipated tourism boom has not materialized as expected. With holiday rentals in disarray and many pilgrims opting for more traditional accommodations, the once-promised tourist rental boom is beginning to show signs of disappointment. What was supposed to be a celebration of faith and culture has instead become a mixed bag of hope and frustration, leaving locals and businesses wondering what went wrong.

The Jubilee Boom That Never Was

The Jubilee Year is a Catholic tradition that occurs once every 25 years, marking a period of spiritual renewal and forgiveness. Pilgrims flood into Rome to pass through the Holy Doors of the city’s four papal basilicas in the hopes of receiving plenary indulgence. Historically, these years have brought economic booms to the city, with large crowds descending on the capital, filling the streets, restaurants, hotels, and rental accommodations.

For months, property owners, businesses, and landlords were gearing up for the 2025 Jubilee, hoping for an influx of pilgrims seeking short-term rentals. After a few quiet years following the COVID-19 pandemic, the Jubilee was supposed to be a golden opportunity to recoup losses and fill up vacant properties. But midway through the year, it’s clear that the reality has been much different.

• Pilgrim numbers are far below expectations, with only a few million arriving instead of the projected 30-35 million.
• Short-term rental properties have seen disappointing bookings, especially in areas near Vatican City.
• Many locals who had hoped for a boost to their income have instead found themselves adjusting rates or reconsidering long-term leases.

A Look at the Disappointing Rental Market

One of the most significant expectations from the Jubilee year was the holiday rental boom. Property owners, especially in central Rome, were counting on Airbnb and other short-term rental services to fill their apartments with tourists. With the city’s iconic landmarks restored and the excitement surrounding the Jubilee, landlords believed they would see high returns. However, a variety of factors have led to a disappointing start.

Factors Contributing to the Sluggish Market

• Oversupply of Short-Term Rentals: One of the core issues is the sheer volume of available properties. With so many properties on the market for holiday rentals, not all of them have been filled. This oversupply has led to a drop in prices, with some property owners slashing rates to attract guests.
• Pilgrims Prefer Convents and Hotels: Many of the pilgrims visiting Rome have opted to stay in more traditional forms of accommodation, such as convents and hotels, rather than Airbnb properties. While the Vatican and other religious sites remain central to the pilgrimage, the accommodations expected to serve this influx were not as appealing to the majority of visitors.
• High Costs and Inflation: As cost-of-living crises continue across Europe, the high cost of staying in Rome, even during a jubilee year, has deterred many potential visitors. Rates for short-term rentals skyrocketed in anticipation of the crowds, but with inflation affecting both residents and tourists, the expected economic surge hasn’t arrived.

Local Business Owners Face Uncertainty

Local businesses, especially those in the hospitality sector, were also counting on the arrival of millions of visitors. While there has been some increase in foot traffic, many business owners feel that the Jubilee year hasn’t brought the promised flood of pilgrims and tourists.

• Local hair salon owner Federico Ndoj, who caters to international clients, stated that while there has been an uptick in business, it’s not as dramatic as expected. He sees it as a typical peak season but without the much-anticipated Jubilee boost.
• Retailers and restaurant owners are reporting a similar trend: foot traffic is up, but not to the levels anticipated, leaving some wondering if the pilgrim crowd has opted for other means of accommodation or perhaps stayed home altogether.

The Shift Away from Airbnb Rentals?

The Jubilee year has not only disappointed in terms of pilgrimage numbers but has also raised questions about the future of the Airbnb rental market. Many of the properties that were initially earmarked for holiday rentals have experienced cancellations, forcing owners to reconsider their options.

The End of the Airbnb Boom?

• Market Saturation: As short-term rentals flood the market, many property owners are realizing that Airbnb profits aren’t as lucrative as they once seemed. In the wake of the pandemic, cities across Europe have witnessed a rise in short-term rentals. But the Jubilee year may have signaled the peak of this trend.
• Demand for Long-Term Rentals: Some property owners, disillusioned by the lack of demand during the Jubilee, are opting to return to long-term residential leases. This shift could signal the end of the Airbnb boom in Rome, especially for those hoping for quick returns on their investment.

Real estate expert Raffaele de Paola believes that the Jubilee’s failure has further cemented the real estate trend of moving away from holiday rentals and back to the traditional rental market. According to de Paola, pilgrims preferred more affordable and stable accommodations, such as convents and hotels outside the city center.

The Role of Tourism in Rome’s Economic Landscape

Despite the underwhelming results of the Jubilee year, there is still optimism for the second half of 2025. The arrival of the new Pope has sparked renewed interest in religious tourism, and summer tourism trends seem to be improving. While the pilgrims may not have arrived in droves, the general tourism industry still shows signs of recovery as global travel resumes post-pandemic.

Industry leaders are cautiously optimistic that the holiday rental market will recover in the coming months, but the future of Rome’s tourism will need to evolve beyond its reliance on religious events and pilgrim numbers.

Conclusion: What’s Next for Rome’s Tourism?

Rome’s Jubilee year has proven that even the most anticipated tourism events can fall short of expectations. While the 2025 Jubilee brought beauty and restoration to the city’s streets, the expected flood of pilgrims and tourists failed to materialize in the way many hoped. As holiday rentals face new challenges and businesses struggle to find their footing, Rome’s tourism future may need to adapt to a changing landscape.

For now, however, the Eternal City remains a vibrant hub of culture and history, even if the Jubilee year didn’t deliver on all its promises.