Italy's allure lies not only in its famous cities but also in the charming small towns and villages scattered throughout the countryside and along its scenic coastlines. A recent study by Holidu, which tracks vacation rental trends, revealed the most sought-after Italian destinations for 2025, focusing on towns with less than 5,000 inhabitants. These findings showcase changing travel patterns as more people seek unique experiences away from crowded tourist spots.
Coming out on top is Maratea, located in the Basilicata region, which garnered more than 111,000 monthly searches online. Following closely is San Vito Lo Capo, one of Sicily's beloved beach towns, with nearly 92,000 searches. Positano, often hailed as the jewel of the Amalfi Coast, secured the third place with almost 91,500 searches, marking its ascent from the previous year. Portofino, the exclusive Ligurian destination, maintains its allure with over 91,000 searches, even though it fell one spot to fourth place. Rounding out the top five is Amalfi, which climbed two positions compared to last year, amassing over 90,000 searches.
Despite their small populations, these towns are attracting significant online interest. Maratea's picturesque landscapes and historical charm make it irresistibly appealing. Meanwhile, the stunning beaches and cuisine of San Vito Lo Capo continue to draw visitors, as do Positano's breathtaking views. Portofino and Amalfi remain favorites for travelers seeking luxury and beauty.
Interestingly, the list also shows changes compared to last year's rankings. Favignana, which led the previous year, has slipped down to sixth place. Other popular destinations include Sperlonga, Courmayeur, Pienza, and Bormio, all of which rank within the top ten, attracting thousands of searches monthly.
The consistency of certain towns on the list demonstrates the enduring popularity of these locations among travelers. The study also highlights several new entrants, such as Castel Sant’Angelo, Peccioli, Varenna, and Malcesine, which reflect shifting tourist interests for 2025. Significant interest has also been noted for Moena and San Teodoro, both making substantial gains.
One notable trend is the geographical representation within the rankings. The Lombardy region leads with six towns featured, including Bormio (10th), Bellagio (13th), and Limone sul Garda (16th). Following Lombardy are Tuscany, Lazio, and Puglia, each contributing three towns to the list. Tuscany is represented by Pienza (9th), Peccioli (14th), and Pitigliano (19th), whereas Lazio boasts Sperlonga (7th), Castel Sant’Angelo (12th), and Ponza (17th). Meanwhile, Puglia showcases Castel del Monte (27th), the Isole Tremiti (28th), and Peschici (29th).
While many of these locations might be quaint, there's no shortage of diversity when it came to accommodation prices. Luxury destinations like Positano and Portofino command high nightly rates—averaging 814 euros and 423 euros respectively. Amalfi and Courmayeur are not far behind, priced at 317 euros and 300 euros per night. For travelers on tighter budgets, options like Peschici and Scilla stand out with average rates of 101 euros and 128 euros per night. The most economical choice appears to be Castel del Monte, where lodging can be found for approximately 100 euros per night. This makes it possible for tourists to enjoy scenic beauty without breaking the bank.
Here’s how the rankings unfolded: these popular spots keep surpassing expectations, holding steady year over year, and driving travelers back to their picturesque vistas, mouth-watering cuisine, and rich history. Whether one seeks adventure, relaxation, or culinary delights, these Italian towns stand ready to enchant. They represent the charm and diversity of Italy beyond the famed tourist traps.
Overall, as tourism evolves, many travelers are prioritizing their experiences over merely checking off popular locations. The quaint beauty and authenticity of Italy’s small towns are capturing hearts and searches alike, promising to draw figures from different demographics as they explore the hidden treasures of the nation.