Study based on search trends highlights the small towns in Italy with greatest traveller interest.

Italy remains the top international destination for EU residents, according to Eurostat data. Rome and Venice will always be a passage of rite for many travellers visiting Italy, but online search volumes show there is growing interest in discovering a different side of the country - one shaped by small towns with a strong identity and off the beaten track experiences.

From scenic boat trips and historic architecture to mountain hiking trails and cable cars soaring above 3,000 metres, these destinations offer something for every type of traveller; from local explorers and international visitors, for weekend getaways, road trips and longer stays.

Against this backdrop, TUI Musement, a leading provider of tours and activities, has created a map featuring the three most popular small towns in each Italian region – 60 small towns in total. The selection is based on an analysis of Google search volumes related to things to see in local destinations, focusing exclusively on municipalities with fewer than 10,000 inhabitants.

Coastal towns

From north to south and east to west, the infographic traces a journey through an Italy made for slow travel, showcasing small towns that combine landscapes, heritage and experiences. Among the destinations generating the highest level of interest are coastal gems such as

·       Positano, one of the jewels of the Amalfi Coast, where visitors can explore the coastline by boat and discover secluded coves from the sea;

·       Portofino in Liguria, known for its harbour and scenic walking routes; or

·       Bosa in Sardinia, with its distinctive old town of colourful houses lining the Temo river.

Lakeside destinations

For travellers drawn to lakeside scenery, several of the most searched‑for locations are concentrated in the north of the country.

·       Bellagio, on the shores of Lake Como, stands out for its gardens and panoramic views;

·       Sirmione, on Lake Garda, combines historic heritage with thermal waters; while

·       Stresa, on Lake Maggiore, is an ideal starting point for boat trips to the Borromean Islands.

Mountain small towns and outdoor experiences

Nature and outdoor activities also play a key role in the selection. Among the most searched mountain small towns is

·       San Candido, in Trentino‑Alto Adige, which offers access to hiking routes in the Dolomites.

·       Courmayeur, considered a gem of the Italian Alps at the foot of Mont Blanc, is another standout destination, with experiences ranging from trekking to panoramic highlights such as the Skyway Monte Bianco, the cable car that ascends to Punta Helbronner at 3,466 metres above sea level.

Historic small towns

Historic small towns also feature prominently in the map created by TUI Musement. Towns such as

·       San Gimignano, renowned for its medieval towers, or

·       Volterra, with its Etruscan heritage, continue to attract travellers looking for destinations with strong identity and well‑preserved cultural heritage.

Beyond major cultural cities and the most popular beach destinations, the study highlights a diverse, accessible Italy rich in experiences for all types of travellers.