Italy, known for its rich culture and breathtaking landscapes, is seeing a growing trend among vacationers who prefer the charm of small towns over large cities. A recent ranking by Holidu, the renowned vacation rental portal, reveals the top sought-after Italian towns with fewer than 5000 inhabitants for 2025. Maratea, with its stunning coastal views and pristine natural beauty, takes the crown this year, reeling in over 111,000 average monthly searches.
Securing the second position is San Vito Lo Capo, located on Sicily's northern coast. The town, famed for its golden sand beaches and the cerulean waters of the Mediterranean, has become increasingly popular among travel enthusiasts, earning nearly 92,000 average searches each month. Its appeal stems not just from its picturesque landscapes but also from its cultural richness and warm hospitality which resonate well with tourists.
"San Vito Lo Capo is not surprisingly ranked second for its beautiful beaches and serene environment," says Holidu. Surfing and sunbathing aside, visitors are drawn to the town's vibrant local traditions which add to the holiday experience. Currently, the average price for vacation rentals sits at approximately 146 euros per night.
Following behind San Vito Lo Capo is Positano, renowned for its steeply terraced houses and breathtaking views of the Amalfi Coast, achieving nearly 91,500 searches. Another cherished gem, Portofino, known for its picturesque harbor and colorful buildings, preserves its allure at fourth place, garnering over 91,000 monthly searches. Rounding off the top five is Amalfi, which has also made significant movements upward within this ranking.
This year's rankings are particularly intriguing as they indicate shifting vacation preferences. Travelers are increasingly abandoning the hustle and bustle of mass tourism, preferring instead the tranquility and authenticity offered by small towns. Holidu's data has made significant adjustments to its previous ranking; for example, Villasimius has dropped out of the top 30 after landing at the 18th spot last year.
Alongside Lombardy, which proves itself the most represented region with six towns making the list, Tuscany, Lazio, and Puglia have three towns each. Bormio, located at number ten, is joined by Bellagio, Limone sul Garda, Varenna, Ponte di Legno, and San Pellegrino Terme rounded out Lombardy's representation within the ranking for 2025.
The towns of Tuscany include the enchanting Pienza and Peccioli, alongside the historic Pitigliano. Travelers from all over Italy and beyond have been increasingly drawn to these locations for their unique blend of history, beauty, and local culture. Lazio showcases its charm too, with Sperlonga, Castel Sant’Angelo, and Ponza making their way onto the list. Likewise, Puglia introduces Castel del Monte, the Isole Tremiti, and Peschici—illustrations of the cultural diversity and natural appeal of Italian small towns.
Sicily also shines brightly, with both San Vito Lo Capo and Favignana representing the island’s allure through natural beauty and impressive beaches. Their combined popularity places Sicily firmly on the holiday map for 2025.
What is remarkable about the trend highlighted by Holidu’s research is how it captures the travelers' yearning for unique experiences away from the overcrowded hotspots. The increasing search volumes for these hidden gems reflect not just popularity but also growing interest in cultural immersion and authentic connections with nature.
Regions like the Trentino-Alto Adige continue to maintain their appeal, with towns such as Moena, Canazei, and Andalo. These mountainous regions are often sought after for winter sports, yet they are equally appreciated during summer months for hiking and enjoying the scenic views.
Overall, the 2025 list by Holidu not only provides insight for travelers but also conveys the changing dynamics of tourism within Italy. While cities like Rome and Venice remain iconic, it is the lesser-known towns, characterized by their lower populations and stunning surroundings, which are seeing rapid growth.
Whether it’s the tranquil beaches of San Vito Lo Capo, the romantic cliffs of Positano, or the elegant harbors of Portofino, travelers are finding joy and inspiration along the country's lesser-trodden paths. This trend suggests not only hope for sustainable tourism but also honors the beauty and spirit of Italy as a destination for genuine adventures.