With the rise of alternative vacation habits, Italians are increasingly turning away from busy cities and opting for charming small towns. These destinations, often referred to as 'borghi', boast not only natural beauty but also rich cultural heritage and recreational activities. According to Holidu, one of Europe's leading vacation rental platforms, the most sought-after destinations for 2025 feature locations across Italy, each with less than 5,000 residents.
Topping the list for 2025 is Maratea, located in Basilicata, which has garnered over 111,000 average monthly searches. It is followed closely by San Vito Lo Capo, Sicily’s beloved beach destination, with approximately 92,000 searches. Positano, the iconic coastal town of Campania, rounds out the top three after climbing two spots since last year, achieving nearly 91,500 searches. These three towns highlight the continuing popularity of coastal regions among vacationers.
Maratea's emergence as the top choice indicates shifting tourism trends, where travelers are increasingly searching for less crowded yet picturesque locales. The coastal charm of places like San Vito Lo Capo and Positano continues to attract many beach lovers, reinforcing the pattern favoring scenic beach towns over urban getaways.
Other notable mentions just outside the top three include Portofino, which remains exclusive with over 91,000 searches, and Amalfi, which moved up two spots to fifth place. Favignana, previously first, has slipped to sixth, demonstrating how competition among these small towns can fluctuate year-to-year.
The ranking continues with Sperlonga and Courmayeur, showcasing popular summer and winter destinations respectively. The list is rounded out by Pienza and Bormio, both highly regarded places within their respective regions.
According to the analysis, Lombardy stands out as the most represented region, contributing six towns to the list: Bormio (10th), Bellagio (13th), Limone sul Garda (16th), Varenna (18th), Ponte di Legno (24th), and San Pellegrino Terme (25th). These locations exemplify the diverse attractions offered by the region, from mountain resorts to serene lakeside views.
Meanwhile, Tuscany, Lazio, and Puglia each added three towns to the list. Tuscany presented Pienza (9th), Peccioli (14th), and Pitigliano (19th), all of which offer history and landscapes cherished by travelers. Lazio is represented by Sperlonga (7th), Castel Sant'Angelo (12th), and Ponza (17th), noted for their coastal beauty. Puglia's charm shines through with Castel del Monte (27th), Isole Tremiti (28th), and Peschici (29th), all of which appeal to tourists seeking sun and history alike.
Regions like Trentino-Alto Adige maintain their popularity with three entries, including Moena, Canazei, and Andalo. These locales are preferred by winter sports enthusiasts and nature lovers, underlining the multifaceted appeal of Italy's smaller towns.
The fluctuations observed from the previous year indicate not just shifting preferences, but also the successful marketing strategies employed by these towns to attract tourists. New entrants to this year’s rankings include Castel Sant’Angelo, Peccioli, Varenna, and Malcesine, reflecting the dynamic nature of tourism as towns adapt and innovate to draw visitors.
The local economies of these towns benefit significantly from tourism, yet there's considerable variance in accommodation costs, with some towns being more affordable than others. For example, high-end destinations like Positano and Portofino command average prices of €814 and €423 per night respectively. Meanwhile, towns like Peschici and Scilla offer more budget-friendly options at about €101 and €128, making them attractive for price-conscious travelers. Castel del Monte emerges as the cheapest option, averaging €100 per night, appealing to those seeking picturesque escapes without the hefty price tag.
The methodology used by Holidu for this ranking involved assessing the average monthly search volume using Google and Semrush, combined with demographic data from ISTAT on towns under 5,000 residents. This careful analysis ensures the list reflects current tourist interests authentically.
Overall, Italy's small towns are drawing more attention than ever as destinations of choice. With their picturesque environments, rich cultures, and diverse activities, they stand poised to continue their rise in popularity for 2025 and beyond. Travelers are likely to search for unique experiences away from the hustle and bustle of larger cities—making these enchanting destinations ideal for both leisure and exploration.