ITALY, AT LEAST… TEMPORARILY
A NOMAG research report on non-Italian digital nomads and their relationship with Italy
Why, how and when international professionals choose, consider or rule out living and working in Italy - in one place or several, in cities, smaller towns or rural areas.
This is not an academic study of digital nomadism in Italy.
For official statistics, classifications and scientific analysis of the phenomenon, we are happy to refer readers to reports produced by specialist associations and universities.
The NOMAG research starts from a different perspective.
Not digital nomadism in Italy, but non-Italian digital nomads and Italy.
What do internationally mobile professionals really think about the country? Have they already lived and worked here? Are they considering it? And, when they decide against Italy, what makes them look elsewhere?
Almost 1,000 people, from an audience of nearly 80,000
Across its newsletters, platforms and databases, NOMAG currently reaches an audience of almost 80,000 people.
Approximately 41% are Italian, and they were deliberately excluded from this survey. We wanted to hear exclusively from non-Italians: people looking at Italy from the outside, whether they had already experienced the country, were actively considering it or had decided not to choose it.
We contacted and collected responses from approximately 1,000 NOMAG readers, selected to reflect, as closely as possible, the profile and variety of our international audience.
This does not make the survey statistically representative of every digital nomad worldwide. Nor is it intended to compete with academic research.
But almost 1,000 responses provide considerably more than a collection of anecdotes.
Almost serious research, one might say.
And, most importantly, the respondents belong to precisely the audience that an increasing number of Italian municipalities, regions and local regeneration projects say they want to attract.
Not just young people with backpacks
The term digital nomad is still frequently associated in Italy with young travellers carrying a backpack and a laptop, moving from one inexpensive destination to another.
That group exists. But it represents only part of a much broader population.
Digital nomads also include experienced professionals, executives, entrepreneurs, consultants, freelance workers, remote employees and people who are retired or semi-retired but remain professionally active.
Some travel constantly. Others spend several months each year in one or two locations. Some move alone, while others travel with partners, children or other family members.
They have different incomes, professional backgrounds, expectations, responsibilities and spending power.
They may want to live in Milan, Rome or Florence. Or they may prefer a smaller town, a village, a rural area or a coastal location. They may choose one permanent base, divide their time between several places or return to the same part of Italy every year.
Treating all of them as tourists with computers is not merely reductive. It can lead to the wrong policies, services and promotional strategies.
The people Italian municipalities think they know
Digital nomads increasingly appear in plans for repopulation, economic regeneration and territorial development.
They are described as potential temporary residents, consumers, professionals and contributors to local economies.
Yet many initiatives still appear to imagine them as slightly more sophisticated tourists: people who can be attracted by a beautiful landscape, a desk, reliable internet and a few months of sunshine.
The responses we received suggest that, in many cases, this interpretation is simply wrong.
Internet access matters, of course. So do climate, culture and quality of life.
But choosing to spend a meaningful period in another country depends on much more: housing, bureaucracy, taxation, transport, healthcare, accessibility, language, everyday services, family needs, social integration and the possibility of developing a routine rather than simply consuming a destination.
People distinguish between a place that looks appealing in a promotional campaign and one in which daily life actually works.
They may love Italy and still decide not to come.
They may visit regularly without ever considering the country as a realistic place from which to work.
They may be willing to spend more than many local authorities assume, while expecting services that local plans have barely considered.
And they may be far less interested in coworking tables and organised aperitivi than promoters imagine.
Experience matters
We did not only ask respondents whether they liked Italy.
We asked how often they travel, how many had already lived as digital nomads, how long they had worked in this way and which parts of the world they had already experienced.
We asked about their professional status, seniority and approximate income.
We also asked where they currently live, because someone evaluating Italy from another EU country faces a very different set of practical questions from someone living in the United States, Canada, the United Kingdom, Asia or Australia.
This matters because the phrase digital nomad often hides radically different profiles.
A senior executive spending part of the year abroad is not making the same decisions as an early-career freelance worker. A family with children has different requirements from a person travelling alone. An experienced international professional who has already lived in six countries is likely to evaluate a destination differently from someone considering their first period abroad.
Why, where, when and under what conditions
We asked whether respondents had already lived and worked remotely from Italy, were actively considering it, had considered it but decided against it or had never regarded it as a realistic option.
We asked how long they would ideally stay and whether they would prefer one main base or several locations.
We asked what kind of place they would choose: a major city, a medium-sized city, a small town, a rural area or a coastal location.
We asked what attracts them to Italy and what discourages them.
We asked about accommodation, budgets, essential services and what might convince them to remain longer, return regularly or choose Italy over another country.
The answers contain several surprises.
Some challenge the way digital nomads are commonly portrayed in Italy. Others raise broader questions about how the country presents itself to internationally mobile professionals and whether the services being developed correspond to what those people genuinely need.
And the surprises do not end there.
The first findings are coming
NOMAG is now processing and analysing the responses.
Over the coming days, we will publish a series of previews from:
ITALY, AT LEAST… TEMPORARILY
Why, how and when international professionals choose, consider or rule out living and working in Italy.
The complete report will be published free of charge.
To receive it, readers can subscribe to the NOMAG newsletters on Substack or LinkedIn.
THE 20 QUESTIONS WE ASKED
The survey was addressed exclusively to non-Italian respondents. Some questions allowed multiple answers; this was always stated explicitly.
1. Where do you currently live?
European Union
United Kingdom
Other European country outside the EU and UK
United States
Canada
Latin America or the Caribbean
Africa
Middle East
Asia
Australia, New Zealand or the Pacific
Select one.
2. Have you ever lived and worked as a digital nomad or location-independent professional?
Yes, I currently do
Yes, regularly in the past
Yes, once or occasionally
No, but I am considering it
No, and I am not considering it
Select one.
3. For how long have you worked in this way altogether?
Less than three months
Three to twelve months
One to three years
More than three years
I have not done it yet
Select one.
4. How many work-related or leisure trips do you normally take in a year?
One or two
Three to five
Six to ten
More than ten
It varies considerably
Select one.
5. In which parts of the world have you already lived or worked remotely?
Europe
North America
Latin America or the Caribbean
Asia or Oceania
Africa or the Middle East
Select all that apply.
6. Which description best reflects your current professional situation?
Employee or executive working remotely
Freelancer, consultant or independent professional
Entrepreneur or business owner
Retired or semi-retired professional
Other or between professional stages
Select one.
7. How would you describe your level of professional experience?
Early career
Mid-career
Senior professional or manager
Executive, founder or business owner
Retired or semi-retired
Select one.
8. What is your approximate annual personal income before tax?
Under €30,000
€30,000–€59,999
€60,000–€99,999
€100,000–€199,999
€200,000 or more
Select one.
9. With whom would you be most likely to live in Italy?
Alone
With a partner
With a partner and children
With other family members
With friends or colleagues
Select one.
10. Have you ever lived and worked remotely from Italy?
Yes, more than once
Yes, once
No, but I am actively considering it
I considered it but decided against it
No, I have never seriously considered it
Select one.
11. How long would you ideally spend in Italy?
Less than one month
One to three months
Three to six months
Six to twelve months
Part of every year or longer
Select one.
12. How would you prefer to organise your time in Italy?
Stay in one main location
Use one base and travel occasionally
Divide my time between two or three locations
Move frequently around the country
I have no clear preference
Select one.
13. What kind of location would you seriously consider?
A major city
A medium-sized city
A small town or village
A rural or mountain area
A coastal location
Select up to two.
14. Which parts of Italy would you seriously consider?
Northern Italy
Central Italy
Southern Italy
Sicily or Sardinia
Different areas depending on the season
Select all that apply.
15. What would most attract you to living and working in Italy?
Quality of life and pace of life
Culture, food and social environment
Climate and access to nature
Housing and general cost of living
Personal, family or professional connections
Select up to three.
16. What could most discourage you from choosing Italy?
Bureaucracy, visas or residency rules
Taxation and lack of clarity
Housing costs or availability
Transport, healthcare or everyday services
Language or difficulty integrating locally
Select up to three.
17. What type of accommodation would you prefer while living and working in Italy?
An entire private home or apartment
A private room in a shared home
A serviced apartment or aparthotel
A coliving residence
A home I already own or might purchase
Select one.
18. What monthly accommodation budget would you realistically consider?
Under €750
€750–€1,249
€1,250–€1,999
€2,000–€2,999
€3,000 or more
Select one.
19. Which services would most influence your choice of location?
Reliable internet and an appropriate workspace
Efficient transport and accessibility
Healthcare and practical everyday services
Administrative, tax or relocation assistance
Social, cultural and professional connections
Select up to three.
20. What could most persuade you to stay longer, return regularly or choose Italy over another country?
Clearer tax and residency rules
Better access to suitable housing
Reliable services throughout the year
Easier integration into local communities
A coordinated offer for international professionals
Select up to three.
Editorial note
The questionnaire was not designed as an academic study of digital nomadism in Italy. It explored the experiences, expectations and decisions of non-Italian digital nomads and internationally mobile professionals in relation to Italy.
Respondents were drawn from NOMAG’s international audience and selected to reflect, as closely as possible, the profile of that community. Italian readers, representing approximately 41% of NOMAG’s overall audience, were excluded.