Looking for an authentic Italian holiday away from the crowds and mass tourism? Then it's smart to look at where the Italians themselves prefer to go. A recent research by Holidu selected the most charming Italian cities, according to the locals themselves, based on millions of searches. From hidden gems on the coast to mountain villages full of character: this top 10 lets you experience Italy as the Italians themselves prefer to experience it!
General information on Italy
Are you planning a holiday to Italy? Then check out our tips for best route, travel period and daily budget at Italy.
Discover the real Italy: 10 atmospheric Italian cities off the beaten track
Do you also love Italy but want something different from the well-known attractions like Rome, Venice or Florence? Then it's time to check out these places! We list ten charming, smaller cities that Italians themselves say are absolutely worth visiting. Each one is a unique destination. From hidden coastal towns to mountain villages with breathtaking views, these are the locals' favourite Italian destinations.
1. Maratea, the pearl of Basilicata
With over 111,000 searches per month, Maratea according to Italians, the travel destination of 2025. This southern coastal town is not called the ‘pearl of the Tyrrhenian coast’ for nothing. You will not only enjoy beautiful beaches and sea caves here, but also impressive monuments and art, such as the Basilica de San Biagio. It is a popular destination among Italians for a week of relaxation and rest.
2. San Vito Lo Capo, a Sicilian beach dream
At number two is San Vito Lo Capo in Sicily, with almost 92,000 searches. San Vito attracts many visitors thanks to its beautiful beach with almost 3 kilometres of white sand and crystal-clear water. Close by, you will find the Zingaro Natural Park and the Monaco and Cofano mountains, where you can enjoy several hiking trails overlooking the Mediterranean Sea.
3. Positano, the colourful town on the Amalfi Coast
Third place goes to Positano, with over 91,000 searches. Despite certainly not being an unknown town, this place remains fantastic, with colourful cottages that seem stuck to the hillside. It is a popular destination for beach lovers, as well as those who love snorkelling and shopping in local boutiques. And yes... it is, of course, a UNESCO World Heritage Site for a reason. Check out Positano's most beautiful viewpoints and hotspots here.
3. Top 10 favourites Italian cities
Completing the top five are exclusive Portofino and idyllic Amalfi. But of course, there is even more to discover! All places with a unique character that will make your trip to Italy fantastic! From luxurious seaside resorts to cosy unknown fishing villages. Below is an overview of the top 10:
| Location | City | Region | Residents | Searches per month | Price per night |
|---|---|---|---|---|---|
| 1 | Maratea | Basilicata | 4943 | 111.140 | 167€ |
| 2 | San Vito Lo Capo | Sicily | 4779 | 91.860 | 146€ |
| 3 | Positano | Campania | 3836 | 91.510 | 814€ |
| 4 | Portofino | Liguria | 372 | 91.390 | 423€ |
| 5 | Amalfi | Campania | 4901 | 91.060 | 317€ |
| 6 | Favignana | Sicily | 4289 | 75.140 | 180€ |
| 7 | Sperlonga | Lazio | 3199 | 75.040 | 229€ |
| 8 | Courmayeur | Valle d'Aosta | 2761 | 74.980 | 300€ |
| 9 | Pienza | Tuscany | 2056 | 61.670 | 171€ |
| 10 | Bormio | Lombardy | 4160 | 61.570 | 203€ |
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The most popular regions according to Italians themselves
Not only the cities are interesting to look at, the regions they are located in also tell a lot about what Italians find important during their holidays. For instance, some areas are clear favourites when it comes to nature, tranquillity or weekend breaks.
Lombardy is the most represented region in this ranking with no fewer than six locations in the rankings: Bormio (10), Bellagio (13), Limone sul Garda (16), Varenna (18), Ponte di Legno (24) and San Pellegrino Terme (25). This region is ideal for nature lovers: you can hike, cycle, climb as well as ski.
Tuscany, Lazio and Puglia also score high. Tuscany is best known for its rustic charm and wine regions, while Lazio and Puglia are popular for their coastlines and local cuisine.
Travelling on a tighter budget? Discover Castel del Monte in Puglia
Although all the cities in the ranking are very popular, accommodation prices vary enormously. The most exclusive destinations, such as Positano and Portofino, are therefore among the most expensive with average prices of 814 euros and 423 euros per night. Other expensive destinations are Amalfi and Courmayeur, with €317 and €300 per night respectively. We don't put that down for a while when we want to get away for 2 weeks either!
But this does not mean that Italy is not suitable for your budget! In fact, there is good news because not all the places on this list are so pricey. Castel del Monte (Puglia), for instance, is the cheapest destination, with an average price of €100 per night (which can certainly be cheaper too). Cities like Peschici and Scilla are also good options for a smaller budget. Perfect for those who want to experience Italy without raiding the holiday budget.
We hope these tips help you and wish you lots of travel fun in advance. Still have questions? Then feel free to send us a message via Instagram!
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