Italy continues to attract visitors not just with its iconic cities, but also with its charming small towns. According to Holidu, a vacation home booking portal, several quaint municipalities are catching the eyes of travelers, with Bellagio and Peccioli now ranking among the top 30 most sought-after locales for holidays.
Maratea tops the list with over 111,000 average monthly searches, making it the most popular small town destination online. Following closely is San Vito Lo Capo, well-known for its stunning beaches, recording nearly 92,000 searches, and Positano coming in third, with approximately 91,500 queries from potential visitors. This picturesque town has climbed two spots compared to last year, highlighting its increasing allure.
Not too far behind are Portofino and Amalfi, with search figures of over 91,000 and 87,000 respectively, securing spots fourth and fifth. Interestingly, Favignana, which took the top spot in 2024, has slipped to sixth place. Other notable entrants to the top ten include Sperlonga and Courmayeur, along with Pienza and Bormio, rounding out the list.
Among the new entries, Peccioli has made significant strides, debuting at fourteenth place with 50,430 monthly searches. "Ci fa davvero molto piacere vedere il nostro borgo inserito in una classifica così importante," commented Renzo Macelloni, the Mayor of Peccioli, reflecting the pride of the local community. The town ranks as the second most searched location within Tuscany, falling just behind Pienza.
Peccioli's rise can be attributed to its charming offerings and the systematic efforts by the local government to promote eco-sustainable tourism. The town has embraced initiatives to utilize its resources effectively, establishing the “Sistema Peccioli,” which aims to leverage local benefits for tourist engagement. The community has seen recognition through initiatives like obtaining the Bandiera Arancione for twenty-one consecutive years—an accolade for quality tourist offerings promoted by the Italian Touring Club.
The ranking is based not merely on aesthetics or superficial analysis, but on actual search behaviors by users across various online platforms, providing genuine insight on where travelers are willing to go. This approach gives credibility to Holidu's listing, drawing attention to places like Bellagio, which features as the thirteenth most popular destination with solid search volumes as well.
Other regions demonstrating strong representation include Lombardy—home to six of the featured locations. Apart from Bellagio, it boasts Bormio at tenth, Limone sul Garda at sixteenth, Varenna eighteenth, Ponte di Legno at twenty-fourth, and San Pellegrino Terme at twenty-fifth. Following Lombardy, Tuscany, Lazio, and Puglia each contribute three locations to the ranking. Pienza, at ninth, continues to be popular, though it has dropped from its fourth place position last year.
Prices for accommodations vary widely across featured destinations. For example, Positano and Portofino lead the pack with high average nightly rates of around 814 euros and 423 euros, respectively. Significantly, locations like Peschici and Scilla offer more budget-friendly options, making them enticing for cost-conscious travelers at about 101 euros and 128 euros per night, respectively. Castel del Monte emerges as the most economical spot on the list, offering stays for as low as 100 euros per night, making it ideal for those seeking scenic beauty without breaking the bank.
The increasing popularity of small towns aligns perfectly with travelers' desires for unique and immersive experiences, embracing the charm and authenticity they present. With Holidu’s comprehensive analysis paving the way, small municipalities are thrilled to share their cultural heritage and scenic vistas, securing their newfound recognition.
Looking to the future, communities like Peccioli hope to build on this momentum, enhancing their offerings to secure their spots on tourists’ itineraries, turning casual searches online to memorable vacations filled with local charm. The trend of exploring less conventional destinations promises to reshape aspects of Italian tourism, broadening opportunities for small towns to flourish alongside Italy's famed cultural capitals.
Overall, the rankings presented by Holidu not only show where travelers are interested but also underline the diverse beauty of Italy beyond its urban centers, boding well for the tourism industry as communities adapt to meet the eclectic needs of modern explorers.