tourism of italy

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Best places to visit in italy.

Tourists and travel experts have long agreed that Italy is a special place, so much so that the country has become a de facto bucket list destination for just about everyone. Famous for its incredible food, rich historical sites, highly regarded art, charming small towns and picturesque cities, countrysides and coastlines, it's safe to say Italy's offerings are unmatched. U.S. News rounded up the best places to visit in Italy considering a number of factors, from affordability and seasonality to sights and crowds, to help you decide exactly where to go. Have a favorite destination in Italy? Cast your vote below to influence next year's ranking.

Amalfi Coast

Cinque terre, tuscany, italy.

A standard stop on many European vacation itineraries , Rome is not to be missed. Italy’s capital city is a globally renowned cultural and historical powerhouse, boasting everything from ancient ruins and tranquil parks to Michelin-starred restaurants. Here, you'll find the most important relic from the Roman Empire (the Colosseum), some of Michelangelo's greatest works (in the Sistine Chapel), an 18th century Baroque-style fountain (the Trevi Fountain) and, of course, the center of Catholicism (Vatican City). Other can’t-miss tourist attractions in the Eternal City include the Pantheon, the Roman Forum and St. Peter’s Basilica, the world’s largest church.

Situated in the scenic Tuscan valley, Florence woos travelers with old-world avenues leading to picturesque piazzas big and small. While you're soaking up the city's splendor, make sure to stop by the Piazza del Duomo, where the breathtaking Santa Maria del Fiore Cathedral is located, and the romantic Ponte Vecchio, a 14th century bridge overlooking the Arno River. Once central to the Renaissance movement, Florence also offers art aficionados the opportunity to see famous pieces by Michelangelo and other iconic artists of that period. As an added bonus, Florence is ideal for a daytrip to the Chianti wine region.

The journey to the cliff-side Amalfi Coast involves heart-stopping, hairpin turns on narrow roads, but travelers agree this is part of the fun. The region covers more than 30 miles of coastline and is home to 13 colorful seaside towns, each with its own story. Positano and Amalfi are the most popular, housing numerous hotels and sights. While here, hike, relax on the beach and eat to your heart's content (there are multiple Michelin-starred restaurants along the Amalfi Coast). For something more off-the-beaten-path, set your sights on Atrani. This humble fishing village boasts medieval whitewashed architecture, winding alleys and authentic Italian charm.

There are few destinations in the world that are quite like Venice. Its uniqueness can largely be attributed to the canals that run through this northern Italian city like roads, carrying water taxis and buses in addition to its fleet of famous gondolas. As such, there is a palpable bustle here that may surprise some first-timers. For a relaxing Venice vacation, seek out the smaller streets and canals away from the busy Grand Canal and St. Mark's Square. Just be sure to stroll across Rialto Bridge and tour the grand St. Mark’s Basilica at least once.

Cinque Terre, located on Italy's northern Ligurian coast, is made up of five picturesque towns – Manarola, Monterosso, Vernazza, Corniglia and Riomaggiore. Manarola, the region’s oldest town, boasts scenic vineyards, olive groves and a centuries-old bell tower. Meanwhile, Vernazza, often considered one of Italy’s most beautiful villages, is well-known for its picture-perfect houses and grand medieval castle. The Cinque Terre offers an abundance of exciting activities, from boat tours and hiking to cooking classes and wine tastings. While here, don’t forget to save time for exploring the cliff-side Footpath Monterosso trail, a beautiful hiking path connecting Vernazza and Monterosso.

For centuries, this small island off the coast of southern Italy has attracted plenty of famous faces, from emperors to movie stars, due to its gorgeous scenery. Some of Capri's most amazing sights are best seen by boat, including the Faraglioni rock formations and the Blue Grotto, where sunlight turns the water into an unbelievably vivid shade of blue. On land, the Gardens of Augustus and Villa Jovis, an imperial palace, also provide spectacular views. Meanwhile, in the town center, visitors will find high-end shops and restaurants where they can relax after a long day of sightseeing.

Considered the land of the sirens in Greek mythology, Sorrento continues to lure people with its charm and stunning views. Here, vacationers can explore enchanting piazzas or relax near the water before watching the sun set behind the cliffs. Plus, lemons are big in Sorrento – both in size and in popularity – and the area is known as one of the best places in the world to taste authentic limoncello, a lemon-flavored liquor. It's also the perfect base for daytrips and boat tours to nearby Capri, the Amalfi Coast, Pompeii and other popular Italian locales.

Italy's second-largest city is best known for its high fashion, playing host to Milan Fashion Week each winter and home to iconic fashion houses including Giorgio Armani, Prada and Versace. Visitors can peruse such high-end brands at the dazzling Galleria Vittorio Emanuele II shopping arcade. But Milan's architecture (including the Gothic Milan Cathedral and grand Teatro alla Scala opera house) and sites like Castello Sforzesco (which holds nearly 10 museums and exhibitions) are worth a visit on their own. What's more, the city is incredibly walkable, so feel free to explore on foot – with or without designer stilettos.   

Located about 30 miles from Verona, Lake Garda tends to be more approachable and wallet-friendly (if a bit more touristy) than Lake Como. Activities in this recreational hot spot include swimming and windsurfing, as well as hiking and taking a funicular to Mount Baldo. Lake Garda also attracts families with Gardaland Resort, which includes themed hotels as well as an amusement park, water park and aquarium. If you're looking to get away from the crowds, go beyond the main tourist sites to the quieter northern side of the lake, where you'll find the highest mountains and tucked-away towns.

If you're looking for Italy without the crowds, Tuscany is really all it's cracked up to be. Italy's famous countryside offers travelers spectacular landscapes dotted with romantic villas and castles equipped with wineries and superb restaurants. Don’t miss out on a visit to the walled city of San Gimignano, a UNESCO World Heritage Site famous for its medieval towers. What's more, Tuscan locales like Pisa (which offers much more than its leaning tower) and Siena are an easy drive from top destinations such as Bologna and Cinque Terre, perfect for daytrippers who don't want to stay in one place for too long.

Assisi, a medieval town with religious connections, sits on a hilltop in the lush landscapes of Umbria, just more than 100 miles north of Rome. This peaceful town's biggest draws are its sights dedicated to Saint Francis of Assisi, one of Italy's patron saints, including the Basilica of San Francesco, which houses his tomb as well as colorful frescos, and The Woods of San Francesco. Beyond its religious heritage, Assisi is worth a visit for its picturesque streets and sweeping views, while its location also makes it ideal for a truffle hunting excursion or wine tasting tour.

As the location of several ancient Greek legends, Sicily has an almost mythical quality. Once you visit for yourself, you'll see why so many writers were inspired by this island, which happens to be the largest in the Mediterranean. Be enchanted by Sicily's crystal-clear waters and golden beaches. Marvel at Mount Etna, the highest active volcano in Europe, or try hiking up it in summer or skiing down it in winter. Also save time for taking in the many cultures that have called this island home at its various cathedrals and archaeological sites.

This former Roman city in southern Italy is equal parts chilling and impressive. Pompeii was left almost completely intact after it was buried in ash after the eruption of Mount Vesuvius in A.D. 79. Its astonishingly well-preserved ruins now provide present-day visitors a glimpse into what life was like during ancient times. True history buffs might also enjoy a trip to nearby Herculaneum, another city that was preserved by the same eruption, while more adventurous explorers should consider hiking to the top of Mount Vesuvius for jaw-dropping panoramas of the Bay of Naples and the Sorrento Peninsula.

Best known for its Shakespeare ties, Verona appeals to fans of "Romeo and Juliet" with themed tours of the sights that allegedly inspired the play. But there is more to this city than its literary link. Verona, located about 15 miles east of Lake Garda, is also home to several impressive attractions and historic buildings (the whole city is a UNESCO World Heritage Site, after all). Travelers won't want to miss the Arena di Verona, a first-century Roman amphitheater that is still in use, and Giardino Giusti, a beautifully sculpted Renaissance garden.

Sardinia provides the best of both worlds. Costa Smeralda is all about luxury, with its lush beaches and coves overlooking yacht-filled waters. And away from all of the glitz and glamour of Costa Smeralda, you'll find a more laid-back side of the island, including small medieval towns where Sardinians still practice sheepherding and wear traditional clothing. What's more, Sardinia features several ancient ruins, such as UNESCO World Heritage-listed Su Nuraxi di Barumini.

If you really want to treat yourself on your next vacation, Lake Como is where you want to be. Here, opulent villas and hotels line the shores and sandy beaches beckon to sun seekers. You'll see sleek sailboats and speedboats coasting in the middle of the lake, which is the perfect place to admire the region's surrounding hills. Meanwhile, for a lesson in luxury, tour one of the region’s grand villas; top picks among travelers include Villa Melzi d’Eril, Villa Carlotta and Villa Balbianello. Later, check out the Como Cathedral, a magnificent structure boasting Gothic, Renaissance and Baroque architectural styles.

The small, crescent-shaped village of Portofino is known as a vacation hot spot for the rich and famous. The water surrounding Portofino is often filled with yachts and is great for swimming and diving. Plus, the area's beauty and tranquil atmosphere make it an excellent place to unwind. When travelers need a break from relaxing, they can venture just outside of Portofino to check out historical sites like Castello Brown, an ancient military fortress with incredible views of the Marina di Portofino, and Abbazia di San Fruttuoso, a 10th century monastery that can only be reached by foot or ferry.

Thought to have been inhabited 12,000 years ago, Matera is one of the world's oldest continually occupied towns. Located in the Basilicata region in southern Italy, just west of Puglia, Matera's distinguishing features are its sassi (cave dwellings), which were inhabited until the 1950s. While here, look out for the many viewpoints, called belvederes, for a glimpse of the breathtaking cliffside. Visit Sasso Caveoso for the Casa Grotta cave house (inhabited until 1957) and the Santa Maria de Idris, a rupestrian church carved from the rocky landscape. Meanwhile, in Sasso Barisano – the oldest part of the city – you'll find modern comforts like hotels, restaurants and shops.

There are several reasons why Bologna, the capital of northern Italy’s Emilia-Romagna region, is often called "la dotta, la grassa e la rossa" ("the learned, the fat and the red"). For one, it's home to the oldest university in Europe, the University of Bologna. The city is also a food lover's dream thanks to its world-renowned cuisine, which includes Italian staples like tortellini and lasagna Bolognese. Bologna even features a gelato university and the food-themed amusement park, FICO Eataly World. Plus, the city boasts an array of terra cotta-roofed medieval buildings, including a pair of leaning towers.

Located in the northwest corner of Italy, Turin is the perfect city break brimming with grand architecture, museums and delightful cuisine. Must-visit attractions include Mole Antonelliana (a former synagogue turned into a cinema museum), the 16th-century Royal Palace of Turin and the Museo Egizio (Egyptian Museum). Once you've toured the top sights, settle into local life by enjoying the city's riverside parks, street markets, football games and historic cafes. At the latter, you'll find unique coffee blends and decadent chocolate, as well as elaborate aperitif hours. On the long list of things Turin does right, you can find these three items at the top.   

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Italy: a first-timer’s guide

Feb 28, 2024 • 8 min read

One of the best things to do in Italy? Spend time on the water (coast, lake or canal) © Catherine Falls Commercial / Getty Images

With its iconic monuments, timeless landscapes and irresistible food,  Italy is one of Europe’s most alluring destinations. Its historic cities promise thrilling art and architecture at every turn while its varied coastlines and Alpine heights provide a stunning outdoor playground.

In fact, the country is so packed with possibilities that it can seem almost overwhelming. Where should I go? How do I get there? How much will it cost? This planning guide tackles these questions and provides clear practical advice on how to get the most out of your first Italian trip.

When should I go to Italy?

The short answer is anytime. Spring and fall are best for sightseeing , touring and seasonal food. It’s warm without being stifling and nature is in full color. But with the glorious blue-sky weather come crowds and high-season prices in the main cities.

Summer sees cities empty as holidaymakers head to the coast. Prices skyrocket in popular areas, peaking in mid-August when beaches are packed and resorts full. Meanwhile, the festival season swings into gear with high-profile events such as Il Palio di Siena, featuring a wild bareback horse race around Siena 's Piazza del Campo , and Spoleto’s Festival dei Due Mondi , with musicians, artists and actors performing to passionate throngs.

Winter is generally quiet – except in ski resorts – and it can be wet and cold. But low season rates and empty museums make it a decent option for a city break.

How much time do I need to visit Italy?

Realistically, you’ll need at least two or three days in top cities such as Rome , Florence and Venice . That won’t give you enough time to cover everything, but it will allow you to get a feel for the place and explore some of the headline attractions.

If you’re happy to move fast, you could cover Italy’s highlights on a whistle-stop 10-day tour. That would give you a couple of days each in Venice and Florence, a day in Bologna , Pisa and Naples , and three days in Rome. Alternatively, you could focus on a particular area. For example, with a week you could explore southern Tuscany and parts of neighboring Umbria , or cut a swathe through Sicily’s baroque southeast .

Is it easy to get in and around Italy?

Italy is well served by air with flights from across the world. Major airports include Rome Fiumicino (officially Leonardo da Vinci) and Milan Malpensa , the two main intercontinental gateways, Venice Marco Polo , Pisa International (for Florence and Tuscany), Naples International  and Catania (Sicily’s busiest airport). There are also excellent rail and bus links, especially to northern Italy, and ferries to Italian ports from across the Mediterranean.

Once in Italy, you've got transport options . Trains are best between major cities and along the coasts, while buses are better for the mountains and hilly inland areas. For more remote parts you’ll really need your own wheels. Most major cities have decent public transport, though you can often cover their historic centers on foot.

Top things to do in Italy

Tour rome’s greatest hits.

First port of call for many travelers is Rome, Italy’s charismatic capital. You’ll never be able to cover all of its monuments and masterpieces, but there are some you won’t want to miss. The Colosseum and Pantheon are obvious highlights, along with the Roman Forum and Palatino . Then there’s the Vatican where you’ll find St Peter’s Basilica and the Sistine Chapel (in the Vatican Museums ). And, of course, you’ll want to toss a coin into the Trevi Fountain to ensure you return to the Eternal City.

For a taste of authentic Roman cuisine, try a slice of pizza from Forno Roscioli or a pasta carbonara at Flavio al Velavevodetto in the Testaccio neighborhood.

Marvel at masterpieces in Florence

One and a half hours north of Rome by train, Florence is the second of Italy’s ‘big three’ (Venice completes the trio). Visitors have been rhapsodizing about the city for centuries and still today it thrills with its Renaissance palazzi (palaces), frescoed churches and artworks such as Michelangelo's David at the Galleria dell'Accademia , Botticelli’s Birth of Venus at the Galleria degli Uffizi , and Brunelleschi’s red dome atop the landmark Duomo . Art apart, there are markets and boutiques to explore and Negroni cocktails to be sampled, including at the historic Caffè Rivoire .

With more time, you could add a day-trip to Siena or a tour of the Chianti wine country .

Get lost in Venice’s backstreets

As soon as you set foot in Venice you know it’s special. And confusing. To get your bearings take vaporetto (water bus) No 1 along the Grand Canal to Piazza San Marco where you’ll find several landmark sights. Chief among these are the Basilica di San Marco and the Gothic Palazzo Ducale , former residence of the ruling Doge. Elsewhere, you can catch modern art at the world-class Peggy Guggenheim Collection and browse colorful produce at the centuries-old Rialto Market .

To fuel your wanderings, Venice is famous for its cicchetti (bar snacks). A top spot for these is the canal-side Bracaro ae Bricoe bar in the Cannaregio sestiere (neighborhood).

Feast on pizza, art and street life in Naples

With Mt Vesuvius brooding on the horizon, Naples is sprawling, loud, sometimes edgy and often magnificent. Its Dickensian backstreets are a joy to explore and its regal palaces showcase world-class collections of Greco-Roman antiquities and baroque art – check out the Museo Nazionale Archeologico and Cappella Sansevero for a glimpse. Then, of course, there’s the city’s revered pizza, served at historic pizzerias such as Da Michele .

Beyond the city, Pompeii is an easy day trip and the Amalfi Coast is within striking distance via the sunny resort town of Sorrento .

Cruise the Italian Lakes

Ringed by brooding Alpine summits and steep wooded slopes, the Italian Lakes have been a popular holiday spot since ancient times. At Lake Maggiore , you can explore the Isole Borromee with their ornate palaces and lavish gardens, while further east you can go celeb-spotting on Lake Como , cruising around its exquisite villas and villages.

To reach the lakes you’ll often have to pass through Milan , Italy’s northern powerhouse. A day here would be enough to take in some of its signature sights: Leonardo Da Vinci's Last Supper , the fairy-tale Duomo , the Quadrilatero d’Oro shopping district.

My favorite thing to do in Italy

Italy’s obvious beauty and blockbuster sights abound, but what I love are its simple pleasures: a leisurely lunch in a favorite trattoria, the sight of pine trees towering over Roman ruins, a glass of prosecco on a Venetian canal-side.

I also love wandering around Rome and seeing how its life plays out against a backdrop of ancient monuments and historic palazzi . There’s always something going on and even without trying I usually come across something special, an amazing baroque fountain or a teeming market in a medieval square. The city’s streets really are an experience in themselves. I mean where else can you wait for a tram just yards from where Julius Caesar was stabbed?

How much money do I need for Italy?

Italy isn’t cheap. Accommodation rates vary enormously between places and seasons but prices are universally high in popular destinations. That said, you can still find deals if you book early and avoid peak periods. Sightseeing can also add up with top sites charging top dollar. On the plus side, eating out doesn’t have to cost the earth, especially if you stick to pizza and gelato.

Some average daily costs:

• Double room in an agriturismo (farm stay) €40-80
• B&B room €60-140
• Coffee (standing at a bar) €1.10
• Midrange meal €25-35
• Glass of wine €5-8
• Museum admission €10-20
• Public transport ticket (Rome) €1.50 for 100 minutes unlimited travel (but only one metro ride)
• High-speed train ticket Rome to Florence €55

Frequently asked questions

This is italy, so do i have to dress up all the time.

In a word, no. When sightseeing go for comfort, especially when it comes to shoes – you’ll be walking a lot and cobbled streets can be murder on the feet. Note also that major religious sights often enforce dress codes, so make sure you can cover your shoulders, torso and thighs. For going out in the evening, smart casual is the way to go.

What’s the score with tipping?

Tipping is not strictly necessary in restaurants as most places add servizio (service) to the bill. If they don’t or if you want to leave something, a few euros is fine in pizzerias and trattorias; 5% to 10% in smarter restaurants.

What’s this about not drinking a cappuccino after 11am?

Italy has a whole (unwritten) rule book on the dos and don’ts of drinking. As a foreign visitor you’ll get a pass if you order the wrong drink at the wrong time, but it helps to know that Italians regard cappuccinos as breakfast drinks, call an espresso un caffè , and drink beer with pizza.

What’s the card vs cash situation?

Businesses are legally obliged to accept digital payments but it’s always best to have some cash on you. You probably won’t have any problems but it’s not unheard of for payment machines to be mysteriously broken in smaller bars, shops, museums or restaurants. Major credit cards are widely accepted (Amex less so).

This article was first published May 2019 and updated February 2024

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Explore Italy like a local

From iconic attractions to amazing experiences, your journey begins here, like a local, how to go to, hidden gems, itineraries, unconventional sardinia, latest news, best places to visit in italy, art and culture, food and flavours, places and tours, unesco sites, history and traditions, best tours and experiences, best to visit in italy, destinations.

From L'Aquila to Montesilvano and Gran Sasso

From Matera to Potenza and Melfi

From Tropea to Sila Park and Reggio Calabria

From Naples to Sorrento and Capri

Emilia Romagna

From Bologna to Rimini and Parma

Friuli Venezia Giulia

From Trieste to Udine

From Rome to Anagni and Viterbo

From the Cinque Terre to Portofino and Genoa

From Milan to Lake Como and Garda

From Pesaro to Urbino and Conero

From Termoli to Campobasso

From Turin and Asti and Venaria

From Polignano a Mare to Alberobello and Vieste

From Cagliari to Alghero and Olbia

From Palermo to Catania and Agrigento

From Florence to Pisa and Siena

Trentino-Alto Adige

From Dolomities to Ortisei and Riva del Garda

From Perugia to Assisi and Spoleto

Aosta Valley

From Courmayeur to Aosta

From Venice to Verona and the Dolomites Park

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Explore Italy like a local. From iconic attractions to amazing experiences, your journey begins on visititaly.eu 🇮🇹 Tag us and use #visititaly

Art & Culture in Italy

Explore the vibrant art and culture of italy. visit enchanting works of art and immerse yourself in its thousand year old history.

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Art & Culture

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Lazise, First Free Commune of Italy

Piazza Duomo

Piazza Neglia

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The Strada Regia delle Calabrie - Part 2: From the Sele to the Alburni, among ancient taverns and masserie.

Basilica of Saint Peter

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Acquedotto Svevo

Palazzo Vecchio

Pitti Palace

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Ear of Dionysus

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Massimo Theater

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Aosta Valley

The Aosta Valley is a paradise for visitors seeking outdoor experiences in nature while exploring history and traditions The smallest region in Italy, dotted with the highest peaks in the Alps, it is the ideal destination for anyone who enjoys winter sports and high-altitude walks. Its green valleys and fairy-tale castles make the Aosta Valley an enchanting place to experience all year round.

Piedmont is sure to enchant you with its mountains, hills, typical flavours and uniquely elegant cities An extraordinary heritage of art and history, culture and nature, characterises Piedmont, a region with a thousand faces, one more interesting than the other: cities of rare elegance, mountains that lend themselves to splendid skiing or walking, fascinating villages, hills that are among the best known in the world for their extraordinary wine production.

Lombardy: a dynamic land immersed in the present and reaching toward the future, but with an extraordinary heritage of art and nature Lombardy is a region in the north of Italy known for its industry and finance, of course, but also for its art and extraordinary landscapes, starting with the picturesque lakes and its mountains, Valcamonica and Valtellina in primis. Capital and symbolic city, Milan represents the industrious heart that goes hand in hand with other cities with a vibrant spirit.

Trentino is sure to amaze you with its immense natural heritage, the spectacular splendour of the Dolomites and fascinating sites steeped in history Discover Trentino’s culture of slow travel, taking the time to savour every corner among nature and cultural trails and educational farms. You will find hundreds of hotels offering wellness centres for truly relaxing holidays for the whole family in some of Italy's most beautiful villages, set in unique landscapes.

South Tyrol

Alto Adige is a dream place to discover all year round amidst green valleys and snow-capped peaks Combine the relaxation of spa treatments with the pleasure of fun in the snow for a real wellness boost amidst Alpine lakes, beautiful villages and state-of-the-art ski facilities suitable for all ages. All this and more in the majestic scenery of the Dolomites, a UNESCO World Heritage site in Alto Adige.

Veneto, a region of wonder, with cities of art of undisputed beauty, as well as the most pristine nature The beauty of Lake Garda, the charm of the Dolomites, the sea of Jesolo, the hills covered with vineyards and the relaxing thermal baths, on top of an immense artistic and historical heritage, elegant cities such as Venice and Verona, quaint villages and breathtaking landscapes. Veneto is all this and much more.

Friuli-Venezia Giulia

Friuli-Venezia Giulia Friuli Venezia Giulia: a treasure chest nestled between sea and mountains A border region sandwiched between the Friulian Dolomites and the Upper Adriatic, blessed with an immense cultural heritage resulting from the influence of different cultures and peoples, cosmopolitan and modern, Friuli Venezia Giulia will also seduce you with its temptations of relaxation, sport and fun.

Tucked-away villages, secret little beaches and superb nature: how enchanting Liguria is! Liguria is a wonderful strip of land enclosed between the sea and the mountains, with pastel-coloured houses and breathtaking views. With lush unspoilt nature, many small towns to discover and an incomparable culinary tradition, it enraptures the eye and the heart.

Emilia-Romagna

Emilia Romagna, a region of unrivalled charm, with immense artistic beauty and unparalleled hospitality Emilia Romagna with its Riviera Romagnola offers beach tourism that attracts families and young people to its shores every summer. Rich in sites of historical and cultural interest, this region boasts a world-renowned wine and food tradition. Skilful hospitality does the rest, making Emilia Romagna an ideal holiday destination in every season. Video credits: Oliver Astrologo

Tuscany will win you over with its unique landscapes, cities of art, thousand-year-old history and fantastic food Tuscany’s magical atmosphere evolves day by day as you stroll around the cities of art, cycle in the parks, enjoy the sea or savour its typical products, in a region with a one-of-a-kind natural, cultural and historical heritage that has fascinated visitors for centuries.

From Assisi to Perugia, via Gubbio, Lake Trasimeno and Marmore Falls: Umbria is a truly enchanting tourist destination Peaks covered in lush forests and large valleys outlined by rivers, lakes and waterfalls; sorrounded by villages and castles, crossed by paths steeped in history, art and culture, in a natural environment that helps to restore the body and soul: Umbria, the Green Heart of Italy, is all this and much more.

Le Marche, a plunge into the history, art and architecture of a region with the scent of the sea and redolent of traditions and hospitality A great variety of landscapes and an infinite range of colours that make the area's natural beauty incomparable, plus an artistic heritage that fears no comparison: this is how the Marches, with an area of no more than 10,000 square kilometres, will captivate you forever.

Sardinia: a journey to the island of the emerald sea, nuraghi, unspoilt nature and millenary traditions Crystal-clear waters, beaches of soft, white sand, granite rocks framed by wild, fragrant Mediterranean scrub: welcome to Sardinia, an island of a thousand contrasts that will also seduce you with its unique archaeological heritage and its people's innate sense of hospitality.

Lazio is not only Rome: landscapes and monuments of Lazio Rome, the capital of Italy and a unique open-air museum in the world, is enough to make Lazio one of the most beautiful and interesting regions. Even in terms of landscape, it boasts an area of great impact and remarkable variety, with its long coastline, beautiful hills and Apennine mountains. A destination to fall in love with.

Abruzzo, a journey through history between sea, mountains, flavours and unspoilt nature in parks and protected areas A region in central Italy, Abruzzo has two souls and one heart. Predominantly mountainous and hilly, it overlooks a beautiful stretch of the Adriatic Sea. Here, you will find the highest peaks of the Apennines, such as the Gran Sasso and the Majella massif, as well as the only Apennine glacier, but also some of the most popular beaches.

Campania offers landscapes, history, culture and a gastronomic tradition that the whole world envies A consistently mild climate, lush nature framing breathtaking landscapes, unspoilt villages and fairy-tale coastlines: this is Campania, a region that sums up centuries of cultures, between West and East, in a single Mediterranean jewel known for its unparalleled hospitality. A destination for the soul, the eyes and the palate.

Molise, a tiny region with grandiose landscapes: come and discover its history and culinary tradition Molise is a region steeped in history, characterised by numerous tasty food and wine delicacies, but also by rich nature reserves and villages that seem crystallised in history. A destination yet to be discovered, amid marvellous seashores and breathtaking high cliffs

Apulia: the sunny region between two seas and warm hospitality in places rich in history Located in the heart of the Mediterranean, it is a magical combination of artefacts, history, art and unspoilt nature, amidst beautiful coastlines and picture-postcard landscapes. This is Puglia, a region of golden beaches and crystal-clear waters, intense flavours and fascinating destinations: Castel del Monte, the trulli, the islands passing through towns kissed by a unique and unforgettable light.

Basilicata, a region of ancient origins, suspended between two seas and with mountains of great beauty Basilicata is a region where the passage of man has left its mark since prehistoric times. With the ancient name of “Lucania”, it is enriched by an incredible artistic heritage. Not to mention its never-boring panorama, which ranges from the Lucanian Dolomites to the Pollino Park, passing through two seas.

Calabria is the region of crystal-clear sea, the Riace Bronzes, Reggio Calabria and Capo Vaticano, a captivating mix of history and beauty Calabria, also known as the tip of the Italian boot, is a region in Southern Italy characterised by the incredible diversity of its landscapes, with the proximity of mountains to a splendid sea that attracts tourists from all over the world.

A dive into Sicily, where a sea of art, culture and nature will seduce you and become eternal love A predominantly hilly and mountainous area, but one that wins the hearts of tourists from all over the world with its wonderful sea and rich cities with a charm all their own. Sicily is a picture-postcard island characterised by the indelible marks of the people who have lived there and made it unique, amidst artistic and cultural testimonies of enormous value.

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25 Top-Rated Tourist Attractions in Italy

Written by Barbara Radcliffe Rogers Updated Aug 17, 2023

As the birthplace of the Roman Empire and the Renaissance, it's not surprising that Italy should be so rich in masterpieces of art and architecture, or that it should have more UNESCO World Heritage cultural sites than any other country in the world .

But Italy's top attractions for tourists are not all art and architecture; the country is blessed with lakes, mountains, and a dramatic coastline that give it outstanding natural attractions, as well. You could plan an entire itinerary inspired by a single interest, from Renaissance art to hiking, but most first-time visitors like to get a sampling of the best Italy offers in several different kinds of experiences.

The attractions that follow show off Italy's art, architecture, stunning landscapes, and history, as well as places to relax and enjoy Italian life.

1. Colosseum, Rome

2. florence duomo santa maria del fiore, 3. the grand canal in venice, 4. leaning tower of pisa, 5. vatican city: basilica of st. peter, sistine chapel & vatican museums, 6. the uffizi gallery in florence, 7. cinque terre, 8. lake como, 9. pantheon, 10. trevi fountain, rome, 11. amalfi coast, 12. st. mark's basilica and doge's palace, 13. verona's roman arena and historic center, 14. pompeii and mount vesuvius, 15. roman forum, 16. the valley of temples in agrigento, sicily, 17. milan duomo, 19. rialto bridge, venice, 20. st. francis basilica (basilica di san francesco), assisi, 21. piazza del campo and duomo, siena, 22. strada delle dolomiti (dolomite road), 23. san vitale and byzantine mosaics, ravenna, 24. portofino, liguria, 25. costa sud and costa verde beaches, sardinia.

This huge amphitheater, the largest of its kind ever built by the Roman Empire and the largest of their constructions to survive, remained a model for sports facilities right up to modern times. Built by Vespasian in 72 CE and enlarged by the addition of a fourth story by his son, Titus, the Colosseum was a venue for public spectacles and shows - even mock sea battles.

A wooden floor that was 83 by 48 meters covered two additional underground stories with tunnels, rooms, cells, and passages that provided space for gladiators, workers, wild animals, and storage.

Today, the structure stands in stark contrast to the modern development that surrounds it and is a prominent reminder of ancient times and the extensive history of Rome.

Tip to parents: The Colosseum is one of the most popular places for families in Rome , and you can make a visit even more memorable for your kids by enrolling them in a gladiator lesson. They (and you) can don replica gladiator helmets and shields and learn swordplay with wooden swords.

Read More: Top-Rated Tourist Attractions in Rome

Regarded as one of the finest cathedrals in the world, the Duomo Santa Maria del Fiore, or the Cathedral of Santa Maria del Fiore , dominates the Florence skyline. The cathedral was built between the 13th and 15th centuries, with the most famous piece being the extraordinary dome , completed by Filippo Brunelleschi in 1434.

The cathedral's bell tower stands close beside the cathedral in Piazza del Duomo, covered in the same patterned marble typical of Tuscan Romanesque architecture.

Designed by Giotto, the campanile stands 82 meters tall, and you can climb the 414 steps up to a viewing platform with fantastic views of the city and the dome.

Opposite the Duomo is a magnificent baptistery , famed for its bronze paneled doors by Lorenzo Ghiberti. To see the original, exquisitely crafted panels, which have been replaced by exact replicas to protect the originals from weathering, visit the Museo dell'Opera del Duomo , the cathedral museum.

Author's Tips: As is true of many cathedrals in Italy, tourists wearing shorts or tank tops will not be admitted. You can climb the more than 450 steep steps to the top of the dome, inside the dark, narrow space between the inner and outer shells. While climbing, although there is a barrier, you are looking down more than 40 meters into the church below. I've never thought the view was worth it.

Giotto's bell tower has almost as many steps, but they are in a more conventional stairway setting.

Read More: Top-Rated Tourist Attractions in Florence

A gondola ride through the canals of Venice is a tradition that travelers have been enjoying for centuries. Venice is a city of islands, and the canals have long been the city's main streets, connected by a labyrinth of narrow passageways.

The Grand Canal is the largest and most famous of these waterways, cutting a wide S-shaped route through the city. Along its sides are the grandest of the palaces once owned by the wealthiest and most powerful families of the Venetian Republic. The best way to see many of the grand palaces, whose fronts face the water, is from a Vaporetto ride along the Grand Canal.

Be sure your gondola ride - and your sightseeing explorations on foot - include some of the more atmospheric smaller canals, lined by old buildings that have remained relatively unchanged for hundreds of years.

Author's Tip: For a uniquely Venetian experience, cross the Grand Canal as the locals do when they are between bridges, on a small gondola called a traghetto. Stripped of decoration and seating, these little boats scuttle back and forth between Ca' Rezzonico and San Samuel, between the San Angelo and San Toma vaporetto stops, and several other points, including one not far from St. Mark's Square.

Although Venetians stand during the crossing, you can sit on one of the narrow benches if you feel uneasy. The small fare saves long walks between bridges.

• Read More: Top-Rated Tourist Attractions in Venice

The Leaning Tower of Pisa (La Torre Pendente) is just one of many attractions in the city of Pisa , one whose world fame comes not from the considerable elegance of its design, but from a flaw. Work began on the tower in the 1100s, and the sinking, which led to the lean, began by the time the tower reached the third story.

Leaning more and more over the centuries, before restoration work in the 1990s, it was predicted to topple over by the year 2000. Today, visitors can climb up the stairs of the tower for a fabulous view over the city.

The Leaning Tower stands on the Piazza dei Miracoli, a setting it shares with the beautiful Romanesque Cathedral of Santa Maria Assunta and a round freestanding baptistery. Each of these features outstanding works of medieval stone carving.

Author's Tip: For the best view of the Leaning Tower, take advantage of the admission to the Museo dell'Opera del Duomo (Cathedral Museum), included in your ticket to the cathedral. The large windows on the upper floor overlook the tower; while in the museum, don't miss seeing the priceless masterpieces of silver and gold work from the cathedral's treasury.

The Vatican is home to some of the world's most priceless art and art collections. The centerpiece is the great Basilica of St. Peter, with the tomb of St. Peter and one of Michelangelo's most poignant works, the Pieta .

Outside is St. Peter's Square, where the Pope addresses followers. Because Vatican City has so many places to visit, you could easily spend a day or more here.

The walls and ceilings of the Sistine Chapel are covered with frescoes by Michelangelo, depicting the creation as described in the Book of Genesis, with scenes that include separating light and darkness, creating Adam and Eve, continuing through the story of Noah and other Biblical events, concluding with the powerful Last Judgement.

After you've seen the interior of the basilica and the Sistine Chapel, if you have any energy left for more sightseeing, tour the magnificent Papal Apartments in the Palace of the Vatican to see the magnificent series of frescoes by Raphael. Like Michelangelo's frescoes in the Sistine Chapel, Raphael's represent the zenith of Renaissance painting.

In addition to being one of the world's foremost art museums, the Uffizi Gallery is a one-stop history of Italian Renaissance art. Although it contains works by some of the great masters of western art, its greatest treasure is its collection of paintings that show step-by-step the evolution in painting that occurred here from the 14th to the 16th centuries.

Here, you will see the first experiments with perspective, as well as some of the early portraits as painters moved beyond religious art, and some of the first use of naturalistic and scenic backgrounds in religious art.

Be sure to see the Uffizi's most famous work: Botticelli's Birth of Venus .

Tip for Parents: Although art museums, especially ones this large, are not common choices for traveling families, the Uffizi has created tours for children that follow themes, such as monsters in art. You can download the brochure from the Uffizi website and follow it like a treasure hunt to find the artworks.

• Read More: Visiting the Uffizi Gallery in Florence: Top Highlights, Tips & Tours

Cinque Terre is a lovely coastal region with steep hills and sheer cliffs overlooking the Mediterranean. The five picturesque villages of Monterosso al Mare, Vernazza, Corniglia, Manarola , and Riomaggiore can be reached by several means, joined to each other by walking paths, a railroad that tunnels through the headlands to emerge at each town, or a scenic narrow road high on the hillside above.

Hiking between the villages is one of the most popular things to do as it gives travelers the chance to enjoy the landscape. The small towns have maintained a feel of old-world fishing villages and offer a sense of remoteness even in the face of modern tourism. Because landslides can close portions of the trail, it is important to check current conditions before planning a hike.

If you are coming from Florence or Milan , several transportation options are available. If your time is limited, at least see the two most picturesque and charming, Vernazza and Riomaggiore.

Author's tip: The shortest and easiest part of the path carved along the cliffs between the villages is called Via dell'Amore (Path of Love) and connects Riomaggiore and Manarola. Closed by a landslide more than 10 years ago, this paved path reopened in midsummer 2023.

Lake Como is one of Italy's most scenic areas, surrounded by mountains and lined by small picturesque towns. A haunt of the wealthy since Roman times, the lake has many opulent villas and palaces along its wooded shores; Villa Balbianello and Villa Carlotta are the best known, both surrounded by gardens that are open to the public.

The mild climate that makes the lake shore ideal for gardens is also a draw for tourists, with characteristics similar to that of the Mediterranean. Along with the resort towns around the lake, there's an 11th-century abbey.

At the foot of the lake, the small city of Como, important since Roman times, is a short train ride from Milan . From its waterfront, you can embark on excursions around the lake on regularly scheduled steamers that make visiting the lakeside attractions easy.

Author's Tip: The most scenic part of the lake is from the town of Como to the center where the three arms join. A cross-lake ferry links the towns of Bellagio, Varenna and Tremezzo. A good way to see the highlights of the lake and explore these towns, where you'll find most of the attractions, is by taking the Navigazione Laghi tour boat from Como to one of the three and hopping onto ferries to visit the others. Then return to Como on a later boat.

The Pantheon, an exceptionally well-preserved remnant from Roman times , reveals the incredible architectural achievements of the Roman Empire.

The precise proportions of the building, dedicated to the planetary gods, with the height equal to the diameter, and a single beam of light entering the room from the top of the dome, were intended to represent the firmament and the sun.

Disused after early Christian kings forbade the use of a pagan temple as a church, it was later consecrated by the Pope in 609 CE. Italian Kings, the Renaissance painter Raphael, and other great Italians are buried in the Pantheon.

• Read More: Visiting the Pantheon in Rome: Highlights, Tips & Tours

Immortalized in films from La Dolce Vita to Roman Holiday, The Lizzie McGuire Movie and Three Coins in a Fountain , Trevi Fountain is a beloved icon that's a traditional stop on any visit to Rome. A coin tossed over the left shoulder (with the right hand) is supposed to guarantee a return trip.

The origins of the tradition are not clear, but the fountain itself began as a public water source, connected to an aqueduct built in the first century BC. By 1629, Pope Urban VIII wanted a more attractive fountain and asked Bernini to design the revisions. When the Pope died, so did Bernini's plan, and the present design of Neptune, horses, and shells was completed in 1751 by Nicolò Salvi.

The Amalfi Coast, a UNESCO World Heritage Site, is a stunning stretch of coastline along the Sorrentine Peninsula, south of Naples and Sorrento . Hillside towns are built precariously along the steep mountainsides that cascade down to the sea.

The main towns along here are Positano and Amalfi, with its colorfully domed cathedral. You can tour the coast by road, or hop between towns by boat for different perspectives of the dramatic and almost vertical shore.

While walking paths stretch all along the coast, the most breathtaking scenery for walkers is the Sentiero degli Dei, Footpath of the Gods, at the western end from Positano. My favorite viewpoint is far above the Amalfi Drive, in the village of Ravello. Clinging to the steep mountainside in terraces, Ravello was a sizable town in the 13 th century and the gardens of its former villas make scenic belvederes for enjoying flower-framed views of the coast below.

Author's tip: If you're hoping to spot celebrities, one of the best places to go is the Marina Grande in Positano. One of the largest beaches on the Amalfi Coast , it's also the most crowded. For a quieter experience, try the sandy Maiori Beach at the Amalfi coast's eastern end.

• Read More: Exploring the Top Attractions of the Amalfi Coast: A Visitor's Guide

One of the most important tourist sites in Venice is St. Mark's Basilica, whose ornate Byzantine-inspired façade and domes overlook Piazza San Marco , St. Mark's Square . The building itself is a work of art, with a mix of architectural styles heavily influenced by the Byzantine Empire, showing Venice's long trade connections to the East.

Highlights of the vast interior are the brilliant mosaics that line its domes and vaults, and the high altar covered in gold and jewels. The Treasury contains more glittering gold and jewels.

For an unforgettable view of St. Mark's Square, the tall campanile and the clock tower, climb to the porch to stand among the iconic horses.

Next to the basilica is the Doge's Palace , also filled with priceless masterpieces of Italian art. A tour of the Doge's Palace often includes a chance to visit the prison where Casanova escaped over the rooftops. To get there, you will cross the famous Bridge of Sighs .

• Read More: Exploring St. Mark's Basilica in Venice: A Visitor's Guide

One of the largest and best-preserved Roman amphitheaters still in existence , Arena di Verona is the centerpiece of the centro storico – the town's historic center. It is one of several features from ancient times, when Verona was an important Roman city. In naming it a World Heritage Site, UNESCO notes that "Verona has preserved a remarkable number of monuments from antiquity, the medieval and Renaissance periods."

Verona continued to thrive under the rule of the Scaliger family in the 13th and 14th centuries and as part of the Republic of Venice from the 15th to 18th centuries. The imposing Castelvecchio was both palace and a defensive fortress (now an outstanding art museum), overlooking the beautiful castellated Ponte Scaligero , a 14th-century bridge.

Throughout the old center are Romanesque churches, regal buildings with characteristic Venetian Gothic windows, and stone gates that are more reminders of its Roman origins. And, of course, in a courtyard close to Piazza del Erbe's daily market, you'll find Juliet's Balcony (which was actually built in the 1930s as a tourist attraction).

Read More: Top-Rated Tourist Attractions & Things to Do in Verona

The still-smoking volcano of Mt. Vesuvius looks down on the remains of the city it destroyed in AD 79. But that same eruption also preserved many of the city's art treasures: frescoes, mosaics, and sculptures that were encased in the lava as it cooled.

Several centuries of excavations at Pompeii have revealed the remains of houses, markets, baths, temples, theaters, streets, and human remains. Visitors can tour the site , walk along the old streets scarred by the tracks of chariots, and see the engineering used by Romans more than 2,000 years ago.

Near Pompeii is the excavated city of Herculaneum , destroyed by the same eruption in 79 CE, but buried in lava and ash that solidified and froze the town just as it was. You can combine visits to the two sites in one day, but a longer stay allows time to ascend to the very rim of still-active Vesuvius.

Pompei is an easy day trip from Naples or from Sorrento.

The Roman Forum may require a little imagination – or a good tour guide – to understand exactly what this area once looked like and how it was used. However, its historical significance as the heart of the Roman Empire cannot be overstated.

Temples were built first, then public buildings, and soon the area became Rome's governmental center. Commerce followed with the building of market halls that made the Forum the hub of public life for the city, and eventually the Roman Empire.

Today, only pillars, partial structures, and foundations of former temples, market halls, courts, and public buildings pay tribute to Ancient Rome, which survived here for a thousand years.

Author's Tip: The Forum, the Colosseum, and Palatine Hill are included in a single two-day ticket. Because the Forum and Palatine Hill both require a lot of walking, if you plan to visit all three, it's best not to do those two on the same day.

• Read More: Visiting the Roman Forum: Highlights, Tips & Tours

UNESCO lists this complex of ancient Greek temples as a World Heritage Site not only for the number of these remaining, but for their remarkable state of preservation. Unlike most other ancient Greek settlements, the temples in Agrigento have not been overlain by building in later eras, so they preserve not only the structures themselves but the landscape of the original community.

The highlight is Tempio di Concordia, one of the most perfect Doric temples surviving anywhere. Almost as large is the Tempio di Juno Lacinia. The columns of the largest, Temple of the Olympian Zeus , were toppled by an earthquake. UNESCO cites the Valley of Temples as "among the most extraordinary representations of Doric architecture in the world."

Address: Valle dei Templi, Agrigento, Sicily

Read More: Top-Rated Tourist Attractions in Sicily

Milan's magnificent Cathedral of Santa Maria Nascente , "Il Duomo" to the locals, is one of the world's largest churches and probably the best example anywhere of the flamboyant Gothic style. Its statue-studded façade (the exterior of the cathedral has a grand total of 2,245 marble statues) and the 135 carved stone pinnacles that crown its roof make quite a first impression, which is reinforced as you step inside.

Fifty-two immense pillars support the soaring ceiling of the nave, and its walls are decorated by the world's largest stained-glass windows. Highlights in the nave are the tomb of Gian Giacomo Medici and a 12th-century bronze candelabrum.

Below the high altar is the crypt and the octagonal chapel with the gold reliquary of San Carlo Borromeo. Under Piazza del Duomo, and reached by stairs near the entrance, are the foundations of a fourth-century baptistery and basilica.

An elevator will take you partway to the roof, where you can walk at a dizzying height among the carved stone pinnacles.

Address: Piazza del Duomo, Milan

• Read More: Top-Rated Tourist Attractions in Milan

The Blue Grotto is one of the most visited spots in all of Italy, but there are other reasons for taking the short boat ride from Naples , Sorrento, or the Amalfi Coast to the fabled Isle of Capri . The steep rocky island juts from an intensely blue sea, its craggy cliffs softened by green pines and tropical plants.

The Blue Grotto is only one of the sea caves that cut its cliffs, and the best way to see these, along with the three signature rocks off the south coast known as the Faraglioni, is on a boat tour around the island. Several villas and gardens are open to tourists, and walking trails invite exploration.

From almost anywhere on the island, you can be certain of a good view. The beautiful Villa San Michele has perhaps the finest views on the island from its gardens, which overlook the Marina Grande from the village of Anacapri, high above. You can get there by bus or, for the energetic, by climbing the ancient Phoenician stairs carved into the steep hillside.

Read More: From Rome to Capri: Best Ways to Get There

Standing on more than 10,000 wooden pilings – the originals placed at the time of its construction in 1588 – the stone Rialto Bridge is both an icon of Venice and an essential link between two sides of the city . Until the Accademia Bridge was built in 1854 it was the only way to cross the Grand Canal on foot. It is still the busiest.

Its architect won the commission to design the bridge over such stiff competition as Michelangelo and Palladio, proposing a bridge with three walkways. The outer two are perpetually crowded with tourists catching views of the Grand Canal and its steady boat traffic, while the wider central walk is lined by shops catering to visitors.

Venetians do their shopping at the other side of the Rialto Bridge, in the bustling food market in San Polo. Along that side of the bridge, the canal is lined by restaurants, and you'll find smaller – and better – choices by following the narrow streets into the neighborhood of small shops and artisans.

Author's Tip: Do cross the bridge to wander in these little streets of San Polo. Here you'll find shops devoted to paper, bookbinding, mask and costume making, even one where skilled wood smiths carve the intricately balanced forcole, the oar posts for gondolas.

Although it is one of the world's most important pilgrimage destinations, Assisi and the 13 th -century St. Francis Basilica hold an important place in art history, as well. This dual importance prompted naming the birthplace of St. Francis and of the Franciscan order as a UNESCO World Heritage Site.

Begun in 1228, at the time of the saint's death, the basilica consists of two churches, the lower in a vaulted Romanesque style and above it a soaring Gothic church. In both of these, you'll find frescoes by masters including Giotto and Cimabue. This is the oldest Gothic church in Italy .

Although the upper church sustained serious damage in a 1997 earthquake, restorations were completed within two years and the church has returned to its earlier appearance. The order of Poor Clares was also founded in Assisi, in honor of St. Clare, a disciple of St. Francis, and the Gothic Basilica of Santa Chiara was built in 1265.

A hilltop castle, la Rocca, and a cathedral with quality frescoes and medieval stone carving are good reasons to spend some time sightseeing in Assisi , and you can visit the nearby hermitage of Le Carceri, where St. Francis retired to pray.

Assisi is a good day trip from Florence and you can get to Assisi from Rome by bus, train, car, or tour.

Among the most famous public squares in Italy, the oval Piazza del Campo in Siena is surrounded by noble palaces, their facades of red clay brick curving to enclose the sloping piazza. Dominating the scene is the elegant Palazzo Púbblico (Town Hall) and its exceptionally tall tower. The severity of the imposing façade and its battlements is relieved by rows of windows with curved Gothic arches.

The slender Torre del Mangia, at 102 meters in height must have been a leap of faith for Medieval architects and builders, especially with its battlemented platform at the top. The Piazza del Campo is best known as the scene of the madcap bareback horserace , the Palio , held twice each summer and one of the top things to do in Italy .

In startling contrast to the red brick elsewhere in the city, the Cathedral of Santa Maria Assunta and its tall campanile are clad in dramatic stripes of black and white marble. Its façade is even more dramatic, a symphony of arches, gables, columns, reliefs, and pinnacles decorated in intricately detailed stone carvings and statues by Renaissance genius Giovanni Pisano.

Inside Siena's cathedral are works by Pisano, Donatello, Bernini, Ghiberti, and other Renaissance masters, which combine with paintings, sculptures, mosaics, gold and silver work, illuminated manuscripts, mosaics, and stone and wood carving for a collection to rival those of many of the most eminent museums.

This largesse reflects the fact that in the 13th and 14th centuries, Siena rivaled Florence in wealth and for its art and architecture. Although once separate seats of power, today Siena is a short day trip from Florence.

In naming Italy's Strada delle Dolomiti a World Heritage Site, UNESCO described "some of the most beautiful mountain landscapes anywhere, with vertical walls, sheer cliffs, and a high density of narrow, deep, and long valleys."

Long known to climbers and winter sports enthusiasts for some of Europe's finest hiking and skiing (the town of Cortina D'Ampezzo is one of the top ski resorts in Italy and site of the 1956 Winter Olympic Games), the Dolomites are just as appealing for sightseeing and relaxing vacations.

Dotted with charming small villages in breathtakingly beautiful settings, the road between Bolzano and Cortina D'Ampezzo is easy to tour by car. Unlike many such dramatic mountain routes, the Strada delle Dolomiti is well maintained and without the perilous sharp curves and steep drop-offs of many Alpine roads.

Bolzano , at the western end of the route, is worth a stop to see Ötzi, the man who was been preserved in ice, deep inside a glacier for 5,300 years , and the clothing and equipment, frozen there with him.

Author Tip: Do venture off the main road to find some of the villages tucked into valleys, where you'll see houses pained in Alpine frescoes. My favorite stop is in Arabba to take the funicular up Col Burz for panoramic views. Several other lifts that carry skiers in the winter are operating for hikers and tourists in the summer.

From 402 CE, when Emperor Honorius moved his court here from Milan, the Adriatic port of Ravenna was the capital of the Western Roman Empire. Honorius and his sister, Galla Placidia, began the process of making Ravenna a center for Byzantine mosaic art, an effort that was continued in the reign of sixth-century king Theodoric the Great.

The results remain today almost as these emperors saw them, lining churches and monuments in extravagant splendor. The dome of San Vitale is completely decorated (apart from a few frescoes added in the Baroque era) in pictures formed by tesserae so minute, that they combine to look like a painter's fine brushstrokes. More line the walls and chapels, comprising the largest and best-preserved display outside of Constantinople.

In the neighboring Mausoleum of Galla Placidia , the tiniest of tesserae create an intimate and other-worldly space under a low vaulted ceiling of intense blue. In a third building, the octagonal Neonian Baptistery, the entire dome is covered in intricate mosaic pictures.

Read More: Top-Rated Tourist Attractions in Ravenna

No great art treasures or momentous historic sites put the little Ligurian village of Portofino on the must-see list, but for pure eye candy and a dose of la dolce vita , it's worth a day-trip from Genoa or a detour on the way to the Cinque Terre.

Looking as though it were built as a film set (no, the Masterpiece series Hotel Portofino , although set here, was not filmed here) with a semicircle of pastel houses facing a cozy harbor filled with boats, Portofino begs to be photographed.

A favorite watering hole for high-flying celebs (you never know who you'll spot in its cafes) and the paparazzi that pursue them, Portofino is filled with stylish boutiques and chic restaurants. But don't be put off; the town's picturesque charm will make you glad you stopped.

Leading the list of the top beaches in Italy , the miles of white sand southwest from the capital of Cagliari slope into clear blue-green water and are backed by a spectacular landscape of rocky promontories and protected wildlands.

Choose your favorite style of beach, from tiny secluded coves hidden between headlands to the three-mile-long sands at Porto Campana, where you can rent kiteboard or paddleboard equipment and take lessons, or go scuba diving in the clear water. Spiaggia Sa Colonia is another long stretch of beach with a gentle, shallow drop-off that makes it a good place to go for families with young children.

Near Chia you'll find Tuerredda Beach , whose warm blue-green waters invite swimmers and snorkelers. For a more intimate experience, beautiful Porticciolo Beach is a secluded crescent of white sand. Most remote of all are the wide white sand beaches of the Costa Verde, farther west, where the coast of Sardinia curves northward.

The miles of white sands are backed by dunes, some of which are the tallest in Europe. Don't expect a lot of tourist services here, but do expect long stretches of white sand where, even in busy August, you can find a spot without other people in sight.

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Experience Italy differently. Enjoy one-of-a-kind experiences and uncover local secrets when our friends across the country open their doors to you. Here’s just a sample of the rich experiences you can expect.

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“Uffizi Gallery in Florence is a world class museum with an incredible renaissance art collection. Enjoy a guided tour with a Local Specialist to make the experience more memorable, especially when in front of Botticelli’s stunning ‘Birth of Venus’ painting”

Pino, Travel Director

See Michelangelo's frescoed ceiling in the Sistine Chapel

One of the most important structures of the Catholic faith, the Vatican City’s Sistine Chapel is a must-see on a tour of Italy. Though the chapel walls have witnessed centuries of worship, it’s the renaissance ceiling paintings of Michelangelo that will leave you in awe.

Visit the glamorous Isle of Capri

Enjoy the classic Italian summer in Italy’s picture-perfect Gulf of Naples. Famed for its crystal grottos, dramatic coastlines and endless glamour, our trips to Italy are complete with a day of freedom spent under a striped umbrella, watching sailboats pass by.

Cruise your way through Venice

The charm found in the canals of Venice is nothing short of irresistible. Admire gothic palaces and postcard bridges whilst adrift in a gondola, gaining an understanding of life in a city that floats. Exploring a city by foot will never be the same after a trip to Venice.

Journey to the well-preserved ruins of Pompeii

An unfathomable history lesson is found in the archaeological ruins of Pompeii. Buried and preserved by the ash of a volcano eruption in the year 79, in this Italian town you will discover the progressive life of early Roman times as you walk within the parameters of an open-air time capsule of life on Earth.

Go shopping in Italy's fashion capital Milan

Armani, Gucci, Prada and Versace. These are some of the prestigious fashion brands that call the Italian city of Milan home. In between yearning through boutiques and department stores, stop to sample the city’s delicacies like breaded veal cutlet and ossobuco.

Our top 5 things to do in Italy

It's the moments of quiet stillness that take your breath away on a Trafalgar tour through Italy. Sitting in the calm halls of the Vatican. Floating on the canals of Venice. Standing beside the ruins of Pompeii.

Uffizi Gallery

The Tuscan capital is home to Uffizi Gallery, where the brushworks of art’s true masters are found. Names like Raffaello, Leonardo, and Michelangelo dress Uffizi’s grand pink walls, whilst internal courtyards leading to the Arno River will show you the building’s architectural brilliance.

Vatican Museums

A collection of Christian artwork that spans centuries and stirs the soul is found in Rome’s Vatican Museums. From the intricate ceiling by Michelangelo in the Sistine Chapel to the detailed Pope portraits from the 16th century to today, you will be lost for words once inside this blessed museum complex.

Doge's Palace

Home to the leader of Venice from its opening in 1340, Doge’s Palace summarizes the sparkle of this city. An opulent example of Venetian Gothic architecture and home to numerous historical works, this museum is a must when you visit Venice.

Best museums in Italy

The epicenter of the Catholic faith and the birthplace of art’s most renowned masters. Our guided tours of Italy will take you to the many museums found here, whether in the Sistine Chapel, by the canals of Venice or in the grand galleries of Tuscany.

The authentic carbonara experience will take place in Rome, covered in salty Pecorino Romano cheese. A simple dish inspiring heart-warming meal times, this pasta will connect you with Italy’s rich culinary customs - an impressive evolution from its supposed heritage as a coal-miner’s meal.

Pollo alla Cacciatora

Literally translating to ‘hunter’ in Italian, cacciatore offers an appreciation for Italy’s meals of days gone by. Typically a preparation of rabbit or chicken, it’s the simmering tomato stew that makes this dish so mouthwatering. Satisfy a genuine hunger and consume with hand-ripped bread.

Italy tours are best served with an oversized slice of tiramisu. Cementing this country's obsession with espresso, this cake of layered biscuits soaked in coffee is the perfect after hours pick-me-up before an evening stroll through the charming streets.

Best food in Italy

A date with Italian food will likely start and end with a slice of pizza. But it’s the menu items that we share with you in between that will take your appreciation to new heights; think cacciatore and Carbonara with a slice of tiramisu in between.

What to pack for Italy

A classic linen outfit

The Italians are famous for their equal parts glamorous and effortless dress sense. Look the part with a few ensembles featuring classic linens in navy and white.

A blank journal

With the wealth of inspiration tucked into every corner of Italy, you might find yourself compelled to write down notes or memories. At the very least to remember the traditional Italian recipes you learn.

With such a large expanse of space to explore, on some days, long journeys are unavoidable. The scenery will provide plenty of visual entertainment, while headphones can be used to listen to some local music or enjoy podcasts about Italian history, culture and politics when you're not enjoying the storytelling from your Travel Director.

A small blanket

When exploring the soul-stirring setting of Tuscany, a picnic may call. Come prepared with a small blanket to cover in wine and cheese.

Under the Tuscan Sun by Frances Mayes

A classic memoir that brought the romance of Tuscany to the world, there’s no better time to read this book than when venturing through the country yourself.

Pack for sustainable travel

Consider your environmental impact when you next take a trip and go single-use-plastic-free by packing a reusable water bottle, a steel straw, your own shopping bags and reusable toiletry bottles.

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33 Top Tourist Attractions in Italy

Italy is home to the greatest number of UNESCO World Heritage Sites in the world. High art and monuments are to be found everywhere around the country. Its great cities of art, like Rome, Venice and Florence are world famous and have been attracting visitors for centuries.

Besides its art treasures Italy also features beautiful coasts, alpine lakes and mountains. No wonder it is often nicknamed the Bel Paese (beautiful country).

With so many amazing sights, putting together a compilation of things to do is no easy task. The following list of top tourist attractions in Italy however should give a good indication of why over 40 million foreign tourists visit this country ever year.

33. Trulli of Alberobello

The Trulli of Alberobello is a group of conical-roofed houses located in the town of Alberobello, in the Puglia region of Italy.

Built in the 14th century, the houses are made of stone and have a distinctive conical roof comprised of flat stones. Ingeniously they were put together without the use of mortar.

Over the years, The Trulli of Alberobello has become a popular tourist destination, attracting scores of visitors interested in traditional architecture and local history.

In 1996, the Trulli of Alberobello was declared a UNESCO World Heritage site, recognising its cultural and architectural significance. Many of them have been restored and converted into holiday homes, restaurants, and shops. Thus, allowing visitors to experience this unique aspect of Puglia’s cultural heritage.

32. Island of Procida

Procida is a small island located in the Campania region of Italy, within the Bay of Naples.

The island is known for its colourful houses, picturesque fishing villages, and charming streets. Radiating a serene and unspoiled atmosphere, Procida is a popular destination for tourists who want to get away from the more crowded and touristy destinations of the nearby Amalfi Coast.

The island is famous for its incredible seafood cuisine. It also has a vibrant local culture that includes several festivals and events. Most notably, these include the Festa di Sant’Antonio Abate in January and the Festa di Santa Maria delle Grazie in September.

For those who want to go there, Procida is easily accessible by ferry from Naples, Ischia, and the Amalfi Coast.

31. Ponte Vecchio in Florence

The Ponte Vecchio is one of Florence’s most famous landmarks.

Rich in character, the medieval bridge crosses the Arno River and is lined with shops. Many of which sell gold jewellery and other high-end items.

The Ponte Vecchio has been a center of commerce since the 13th century and is one of Europe’s oldest and most historic bridges.

Remarkably, the Ponte Vecchio was also the only bridge in Florence to survive the German retreat during World War II. It has since become a symbol of the city’s resilience and history.

A hugely popular tourist attraction , the bridge is often crowed with tourists. Visitors can admire its picturesque architecture, stroll along its bustling shopping streets, and take in the views of the Arno River.

30. Verona Arena

The city of Verona is largely known for its role in the play Romeo and Juliet, but dating back even further is the Verona Arena. This incredible arena is actually a Roman amphitheater constructed 2,000 years ago.

Despite its age, the Verona Arena is remarkably well preserved, and at its peak it hosted performances for more than 30,000 people.

It is still in use today as a performance venue, enjoying a status as one of the largest open-air opera venues in the world. Over the years, famous operas like Aida, La Traviata, and Romeo and Juliet have all been performed here.

Surrounded by restaurants, cafes, and shops, the area around the venue is a popular spot for evening walks. Thus, making it a hub of cultural activity in Verona.

29. Herculaneum

Herculaneum was an ancient Roman city destroyed, along with Pompeii, in the eruption of Mount Vesuvius in 79 AD.

It was preserved for centuries under layers of ash and pumice before being discovered in the 18th century. Since then, it has become a popular tourist destination and a key site for studying ancient Roman life and culture. The site is known for its well-preserved buildings and innovative use of concrete and waterproofing techniques.

Herculaneum was a smaller city than Pompeii but is better preserved, with many buildings and frescoes still evident.

Visitors to Herculaneum can see a range of well-preserved ancient structures, including houses, thermal baths, and a theatre. Also visible are the remains of shops, public squares, and streets.

Elba is an island nestled off the coast of Tuscany in the Tyrrhenian Sea.

The island has a long history, and it was previously inhabited by Ligures Ilvates, Greeks, Etruscans and Romans. Elba’s most famous resident, however, was Napoleon, who was banished to Elba in 1814. Napoleon’s winter and summer homes still stand, and they are available for the public to tour.

Easily accessible by ferry from the mainland, it is the largest island in the Tuscan Archipelago. It is also a popular holiday destination for Italians and international tourists.

Known for its beautiful beaches, crystal-clear waters, and rolling hills, Elba is covered in vineyards and olive groves. The island is also rich in culture. Boasting several quaint medieval towns and historic fortifications, you should explore if you have the time.

One of Elba’s big attractions is that it is a fantastic destination for outdoor activities, including hiking, cycling, and water sports. It is also noted for its local cuisine, particularly seafood and olive oil.

27. Gran Paradiso National Park

Nestled in the Graian Alps is Gran Paradiso National Park, a gorgeous destination with stunning mountain views and incredible hiking opportunities. The Gran Paradiso National Park was first established as a way to protect the local ibex population.

The wildlife today includes those ibex as well as badgers, wolves, lynx, ermine and more than 100 bird species.

The park is easily accessible by car from the nearby towns. Seasonal things to do include summer hiking, spotting the foliage in autumn, cross-country skiing in winter and photographing flowers come spring.

Its main attraction is the Gran Paradiso peak, the highest mountain entirely in Italy. Scaling the peak provides sensational panoramic views of the surrounding valleys and peaks.

26. Palazzo Ducale in Urbino

The Palazzo Ducale is an enormous Renaissance palace located in the city of Urbino, in the Marche region of Italy .

Designed by the famous architect Luciano Laurana, it was built in the 15th century and served as the residence of the Duke of Urbino.

The Palazzo Ducale features some notable architectural elements. They include a central courtyard, a grand staircase, and a series of loggias and balconies.

The palace is also known for its outstanding art collection, which includes pieces by artists such as Piero della Francesca and Raphael. The latter of which lived and worked in the palace during the Renaissance.

Today, the Palazzo Ducale is a museum and cultural centre. It is open to visitors, who can explore its halls, courtyards, and exhibitions.

25. Trevi Fountain in Rome

One of the must-see attractions in Rome is the Trevi Fountain. The fountain was constructed in 1762 by Nicola Salvi, and it depicts the god Neptune surrounded by underwater creatures in battle.

Trevi Fountain is known as a place to throw in a coin to secure a return trip to Rome, and throwing two coins can secure a loving relationships with a Roman man or woman.

When lit up at night, the fountain looks spectacular, and many visitors come to see it under illumination in the dark. It is a popular spot for evening strolls and is a romantic venue to propose to your loved one.

See also: Where to Stay in Rome

24. Santa Maria delle Grazie in Milan

The Holy Mary of Grace, or Santa Maria delle Grazie is a church and Dominican convent located in Milan . The church was built in the 15th century and is best known for being the home of Leonardo da Vinci’s famous painting of ‘The Last Supper’.

Depicting the moment when Jesus told his disciples that one of them would betray him, the painting resides in a refectory attached to the church. It is one of the world’s most famous, impressive and studied works of art and attracts millions of visitors annually.

Today, Santa Maria delle Grazie is a UNESCO World Heritage Site. As well as the famous painting, visitors can also explore the church and its enchanting surroundings. Should you wish to come here, it is best to arrive early, or just before it closes, to beat the crowds.

See also: Where to Stay in Milan

23. La Pelosa

Off the western coast of the mainland, and in the heart of the Tyrrhenian Sea, is the island of Sardinia .

While Sardinia boasts a number of stunning beaches , none is so picturesque or well-known as La Pelosa. The beach is so spectacular because of its sandy shores and shallow waters, making it easy to see right down to the ground through crystal-clear sea.

La Pelosa is often compared to the Caribbean, bringing some of the tropics to Italy. Surfing, kayaking and even scuba diving are all possible things to do at or near La Pelosa.

22. Basilica of San Vitale in Ravenna

Dating back to the 6th century, the Basilica of San Vitale is a spectacular church in Ravenna .

Renowned for its Byzantine architecture, the church is famous for its stunning mosaic decorations. They cover its walls, ceilings, and floor and depict scenes from the Bible.

The church is also known for its circular plan, a unique feature among early Christian churches. Its grand dome, which dominates the structure’s interior, is also notable.

The Basilica of San Vitale is yet another UNESCO World Heritage Site in Italy. The church is open to visitors, who can explore its interior and admire its intricate mosaic decorations.

If you want to fully appreciate its historical and cultural significance, it is worth booking a guided tour of it.

21. Dolomites

The Dolomites are a spectacular mountain range in the northern Italian Alps. They are known for their distinctive jagged peaks, which are made of dolomite rock and have a characteristic reddish-brown color.

A popular tourist destination, The Dolomites attract outdoor enthusiasts, nature lovers, and adventure seekers.

It offers visitors many opportunities for outdoor activities, including hiking, rock climbing, mountain biking, skiing, and snowboarding.

The area is also famous for its picturesque alpine landscapes, lush green valleys and crystal-clear lakes. All of which form stunning views of the surrounding mountain ranges.

The Dolomites are also home to several historic villages, including Castelrotto, Cortina d’Ampezzo, and Selva Val Gardena. They are popular places to visit for those seeking a traditional Italian alpine experience.

20. Basilica di San Francesco in Assisi

The Basilica di San Francesco, or Basilica of Saint Francis, is one of the most significant religious pilgrimage sites in Italy. Located in Assisi, the basilica was constructed in the 13th century to honor Saint Francis himself.

Although Saint Francis was a man of simplicity and poverty, the basilica is anything but. The Romanesque structure was built with two levels as well as a crypt, ornate windows and thousands of pieces of art. The Basilica di San Francesco consists of two churches, the Upper Church and the Lower Church.

The Upper Church is famous for its frescoes, painted by some of the greatest artists of the Italian Renaissance. Most notably Giotto, Simone Martini, and Pietro Lorenzetti. These frescoes depict scenes from the bible and of the life of St. Francis. The Lower Church is better known for its simplicity and elegance.

19. Sassi di Matera

In the town of Matera, there are a collection of ancient cave dwellings known collectively as the Sassi di Matera. These dwellings are thought of as the very first human settlement in all of Italy, and they may be as many as 9,000 years old.

The dwellings are carved right out of the rock, and many of these caves still house homes, businesses and cafes today. It is an incredible experience to tour ancient caves from early humans and then sip local wines from a similar cave just a short walk away.

18. Mount Etna

Mount Etna is an active volcano located on the east coast of Sicily . It is one of the most active volcanoes in Europe and can erupt a few times a year.

Geologists and volcanologists consider Etna to be a vital site for scientific research. Experts study it to understand its volcanic activity and the processes that shape the Earth’s surface.

Located within a national park called Parco dell’Etna, the precipice towers to a height of about 3,329 metres. It dominates a landscape of lush forests, rolling hills, and rugged, volcanic terrain.

Walking along the craters and fissures is one of the most spectral things to do in Italy and those who dare to get close enough can see the lava or steam. The volcanic soil is renowned for growing grapes, which means the visitors to Mount Etna will have access to an array of fantastic local wine.

17. Duomo of Orvieto

The Duomo of Orvieto is a cathedral located in the central Italian town of Orvieto.

Famous for its magnificent façade, it is one of the country’s pre-eminent examples of Gothic architecture. The cathedral was built over several centuries, starting in the 13th century and dedicated to the Virgin Mary. It was conceived to be a grand and imposing structure that would demonstrate the power and wealth of the town.

Its façade has sculptures and reliefs depicting scenes from the Bible. It also portrays intricate patterns and the lives of saints and allegorical figures.

Inside, the cathedral’s interior is equally impressive. Much of the artwork in the Duomo, which depicts apocalyptic stories and tales from Revelation, were done by Luca Signorelli.

16. Pizza Napoletana

While you’ll find excellent pizza all over Italy, there’s one place that’s absolutely the best: Naples . This is where pizza was born and where it’s still king.

Unlike pizza in places like the United States, Neapolitan pizza is generally very thin-crusted and saucy and is expected to be eaten as a whole pie while sitting down.

Although every pizzeria in Naples makes a decent pizza, some places display the label “Vera Pizza Napoletana” which indicates that the pizzeria follows the standards of The Naples Pizza Association.

See also: Where to Stay in Naples

15. Portofino

With its picture-perfect harbor, verdant scenery and haphazard rows of hilltop and waterfront homes, Portofino is one of the prettiest towns on the Italian Riviera.

Located just a short drive south of Genoa , the little fishing village has been a popular day-trip destination for centuries.

Portofino is home to landmarks like the 16th century fort called Castello Brown and the 11th century church called St. Martin, but the real attraction in Portofino is the relaxed way of life.

Visitors come to stroll along the Ligurian coastline, shop for souvenir glass jewelry and dine on Italian cuisine paired with the local Pinot Grigios.

14. St. Mark’s Basilica in Venice

St. Mark’s Basilica, known to locals as the Basilica di San Marco, is the crowning jewel of the Piazza San Marco in Venice .

The enormous church was completed in the 11th century, and it boasts more than 500 columns, several stunning domes and countless Byzantine mosaics that use gold extensively.

Also of note are the bronze Horses of Saint Mark, which date back to antiquity and watch over the basilica’s entrances. Be sure not to miss the treasury or the Museo Marciano, both of which contain a staggering collection of early gifts like jewels, sculpture and tapestries.

Capri is a small island located in the Gulf of Naples.

It is known for its stunning rugged coastline, crystal-clear waters, scenic cliffs and grottoes. Capri is also famous for its luxurious lifestyle, attracting many wealthy visitors and A-List celebrities.

The island accommodates several cultural and historical landmarks. These include the Villa Jovis, which served as the Roman Emperor Tiberius’s residence. It also hosts the Blue Grotto, a sea cave renowned for its intense blue light. Surrounded by charming cafes and shops, the Piazzetta is a picturesque square that is also well worth visiting.

Whilst on Capri , there are also many opportunities for outdoor activities on the island. Visitors can enjoy swimming and boating. Exploring the many scenic trails and paths hat wind through its rugged terrain are also popular things to do.

12. St. Peter’s Basilica in Rome

The star attraction of the Vatican in Rome is St. Peter’s Basilica. Arguably, it is the most famous church in the world. It is also the centre of the Catholic Church.

The basilica is named in honor of St. Peter. One of the twelve apostles of Jesus, he is said to be buried beneath its altar.

The current building was completed in 1626 after over 120 years of construction. It is a huge church with an interior that could fit a space shuttle together with its booster rockets. The St. Peter features a mix of Renaissance and Baroque architectural styles.

Many people come to St. Peter’s Basilica for mass. However, even if you are not religious, it is worth coming here to see the impressive artwork.

That includes several sculptures by Michelangelo. It also incorporates its stunning centrepiece dome, designed by Bramante, Michelangelo, and Bernini.

11. Valley of the Temples

The Valley of the Temples is an archaeological site in Agrigento on the island of Sicily.

It is notable for containing the remains of several ancient Greek temples from the 5th century BC. These include the Temple of Hera (Juno), the Temple of Concordia, and the Temple of Heracles (Hercules).

The site impresses with its well-preserved Doric-style columns and the stunning views it portrays of the surrounding countryside.

As a UNESCO World Heritage site, it is one of the most important examples of ancient Greek architecture outside of Greece.

A prominent attraction in Sicily, The Valley of the Temples is a must-visit for those interested in archaeology, ancient history, and architecture.

10. San Gimignano

San Gimignano is a picturesque hill town in the Tuscan hills of Italy. It is famous for its well-preserved medieval architecture and its 14 iconic towers.

At the height of San Gimignano’s wealth and power, more than 70 towers were built to defend the town against enemy attacks.

After the plague devastated the city in 1348, San Gimignano’s power faded, which kept enemies away and preserved many of the city’s medieval towers.

Easy to get to from Florence and Siena, the town is known for making delicious white wine – Vernaccia di San Gimignano. It also has a vibrant atmosphere, with several celebratory events and festivals taking place throughout the year.

9. Manarola

Located in the province of La Spezia, Manarola is a small town in the Liguria region of Italy. It is best known as one of the fabulous five towns that make up the Cinque Terre .

Manarola features brightly colored houses, steep cliffs, and breathtaking views of the Ligurian Sea. It is a favored destination for those who enjoy photography and painting.

The town is a popular destination for tourists who like hiking and boating. It also has several quaint cafes and restaurants that serve delicious menus of local cuisine.

If you don’t fancy walking the Cinque Terre trail, don’t worry, you can always get to Manarola via the train line that connects the five towns.

8. Leaning Tower of Pisa

The world famous Pisa Tower was built over a period of about 177 years. Soon after the construction started in 1173 the tower began to sink due to a poorly laid foundation and was left alone for almost a century.

When the construction resumed the engineers built higher floors with one side taller than the other to compensate for the tilt and the tower was finally finished in the 2nd half of the 14th century. Since 2001, the famous tower in Pisa is again open to those wishing to climb it’s 296 steps.

7. Lake Como

Lake Como is part of the Italian Lake District an area popular with visitors for well over 100 years for its combination of fresh air, water, mountains and good weather.

The lake is shaped much like an inverted ‘Y’, with two branches starting at Como in the south-west and Lecco in the south-east, which join together half way up and the lake continues up to Colico in the north.

Lake Como is famous for the attractive villas which have been built here since Roman times. Many have admirable gardens which benefit from the mild climate and are able to include tropical as well as temperate plants.

6. Positano

Positano is a small town located on the Amalfi Coast , a stretch of coastline renowned for its rugged terrain, scenic beauty, picturesque towns and diversity. The city seems to be scattered from top to bottom down a hillside leading to the coast.

Though Positano grew and prospered in medieval times, by the mid 19th more than half of the population was gone. In the 20th century it went from being a poor fishing village to one of the most popular tourist attractions in Italy with the help of author John Steinbeck who wrote about its beauty.

Pompeii was an ancient Roman city near present-day Naples, buried by the volcanic eruption of Mount Vesuvius in 79 AD.

But far from being destroyed, the city, along with its buildings, streets and art, were preserved under layers of ash and pumice.

Today, Pompeii is one of Italy’s most popular tourist destinations. It also is a significant archaeological site, offering a glimpse into daily life in ancient Rome.

The ruins include well-preserved public buildings, such as the forum, temples, and bathhouses. It also incorporates private homes, which feature elaborate frescoes and mosaics.

When visiting Pompeii, be aware the site is very exposed to the elements. So make sure you take an umbrella with you if it looks like rain. Also, wear a hat on hot, sunny days.

4. Piazza del Campo in Siena

One of Europe’s greatest medieval squares, the Piazza del Campo is the principal public space of the historic center of Siena , Tuscany . It is renowned worldwide for its beauty and architectural integrity.

The Palazzo Pubblico and its famous tower, as well as various palazzi signorili belonging to the wealthiest of Siena families surround the shell-shaped piazza.

The twice-per-year horse-race, Palio di Siena, involves circling the Piazza del Campo, on which a thick layer of dirt has been laid, three times and usually lasts no more than 90 seconds.

3. Santa Maria del Fiore in Florence

Santa Maria del Fiore is the main cathedral of Florence . Also known as the Duomo, it is one of the city’s most famous landmarks.

A remarkable example of Gothic architecture, the cathedral took over 140 years to be built. On completion in 1436, it was consecrated by Pope Eugene IV.

The cathedral is known for its distinctive pink and green marble facade and its massive dome, designed by Filippo Brunelleschi. At the time, it was regarded as an engineering feat. It remains one of the largest domes in the world.

The interior of the cathedral is richly decorated with frescoes and features a large nave. It also boasts ornate side chapels and a high altar.

2. Grand Canal in Venice

Referred to as “The City of Water”, Venice is the crown jewel of water cities.

Though, Venice has decayed since its heyday and has more tourists than residents, with its romantic charm it remains one of the top tourist destinations in Italy. The central waterway in the city is the Grand Canal, and it snakes its way through the city between the lagoon and the Saint Mark Basin.

While strolling through Venice offers plenty of opportunities to see the Grand Canal, the best way to experience it is on the water. Locals get around via the water buses called vaporetti, but many travelers prefer the private water taxis or even the romantic gondola.

See also: Where to Stay in Venice

1. Colosseum in Rome

The Colosseum is arguably Italy’s most famous attraction.

Rome’s historic amphitheater is one of the greatest engineering feats of ancient times. Completed in 80 AD, it was used for gladiatorial contests and public spectacles, such as animal hunts and mock sea battles. At its peak, it could seat up to 50,000 spectators.

Whilst it has been damaged over the centuries due to natural disasters, looting, and stone quarrying, much of the structure remains.

Now protected as a UNESCO World Heritage site, The Colosseum can be visited independently or as part of a guided tour.

However you choose to see it, a good tip is to visit this venue about an hour before sunset. That way, you see it during the day. Then at dusk, and most spectacularly under lights at night, as the light fades.

Map of Tourist Attractions in Italy

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Reader interactions.

May 9, 2016 at 4:53 pm

Amazing places. Please when is the best time to visit Italy?

March 2, 2015 at 8:27 am

I’m an Italian girl and I can agree with all of you. These place are only the tip of the iceberg, Italy is a majestic country, full of life, art, culture and beauty. I’m very lucky :3 )

August 21, 2014 at 12:52 am

Grt list, is it ok to go Italy in oct 2014? Anyways what is the best time to visit Italy?

May 15, 2014 at 1:44 am

Just been to a place called Matera. Visit sassi. Breathtaking place

April 26, 2014 at 6:51 am

Nice list! Yes, There is something missing in it, but you should have a list of 1000 attractions because in Italy every single little village has something beautiful to show

February 9, 2014 at 5:17 am

hey where is LAKE GARDA

February 2, 2014 at 2:12 am

this is really amazing!!!!!!

January 25, 2014 at 12:55 am

wow this really inspired me to go there.

November 26, 2013 at 2:10 pm

I love San Gimignano!!!

November 10, 2013 at 6:51 am

What about Lake Garda? One of the largest lakes in Italy!!!

September 21, 2013 at 10:08 pm

I think the Dolomite region (northwest) is also spectacular. Very charming Alpine like nature, with beautiful but strange looking mountains. Cortina d’ Ampezzo with its surrounding area is difinitely worth a visit.

September 10, 2013 at 7:13 am

Great choice of destinations! Italy really does have many delights on offer. My personal favourite is San Gimignano. It’s wonderful for cycling and exploring and with its thirteen outstanding medieval towers, it is clear why the town is on the UNESCO world heritage list.

August 19, 2013 at 6:57 pm

What a fantastic list, the most beautiful selections…I would likely add the greater Portofino area of Rapallo, Sestri Levante especially if you are in the Cinque Terra as it is a super short train ride up the coast line

July 25, 2013 at 8:32 pm

So beutiful places i like this.

January 17, 2013 at 2:20 pm

This is a great list, and many of the places are covered in these tours from Canada… I hope to visit sometime soon.

November 11, 2012 at 10:44 am

Thank you so much I am going to Italy next summer now I know where to go.

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14 Best Non-Touristy Cities and Towns in Italy You Must Visit Before They’re Crowded

Traveling to Italy and want to escape the notorious crowds in most famous Italian destinations? We’ve got a list of the best non-touristy cities and towns in Italy you should visit before they’re crowded.

Given that Italy is one of the most popular countries for tourists across the globe, the excessive numbers of attactions here are seriously overwhelming. Every destination is better than the last, what with its powerhouse cities such as Rome , Florence , Venice, and Milan – and there’s also the fabulous Italian Riviera.

All these popular destinations are nice to visit – after all, they’re popular for a reason! – but it’s so much nicer to have a destination all to yourself. This allows for seeing a bit more of the “real” side of Italy.

While these major destinations are all must-visits on your grand Italian vacation, many other great points of interest get overlooked. Know that Italy is a perfect place for lucky finds – you just gotta know where to look!

Let’s guide you to these perfect finds – the best non-touristy cities and towns in Italy.

Table of Contents

14 Best Non-Touristy Cities and Towns in Italy

From the advantages of art, architecture, and history to great food and wonders of nature, here are 14 of the best non-touristy cities and towns in Italy you must visit before they get too crowded.

1. Pitigliano, Tuscany

This quaint old Tuscan town is built on a mountain of lava. As it literally clings to the cliff face of the tuffaceous rock, Pitigliano is truly a paradise for vloggers and photographers.

There are plenty of lanes and labyrinth vicoli to explore, with houses in most improbable positions. And although a bit steep, the historical center of this non-touristy Italian town is an easy walk. You can relax and enjoy the views of the valley below in the terrace of one of the restaurants.

There is nothing quite like the experience you can get from visiting Pitigliano. A real treat for those who prefer the non-touristy cities and towns in Italy.

2. Tropea, Calabria

Legend says that Hercules founded the non-touristy Italian town of Tropea, an area on Italy’s west coast that’s noted for producing the prized red onions called cipolle di Tropea (Tropea onions) that are well-known in Italy.

Tropea is an old fortified town that is perched on the cliffs overlooking splendid beaches and the stunning Tyrrhenian Sea. The sea alone is a great reason to visit Tropea. However, the place offers so much more.

Like all the other towns on the Amalfi Coast, beautiful sandy beaches await you beneath the picturesque cliffs. It’s the best place to enjoy sunset with calzone or cipolla gelato . That’s right, it’s onion gelato – one of the not-to-be-missed when visiting Tropea and its top restaurants .

You also shouldn’t miss Cattedrale di Maria Santissima di Romania, a 12th-century cathedral built on a former Byzantine cemetery. It features marble sarcophagi and a painting of the Madonna of Romania.

3. Bergamo, Lombardy

Situated in the alpine region of Lombardy , Bergamo is just about 30 km. from the Swiss border and some 40 km. northeast of Milan. This stunning city is a treasure of Northern Italy.

Its upper town, the Città Alta, is encompassed by a UNESCO World Heritage Site – the massive Venetian defensive systems . The view from high up is fantastic. The old town offers ample opportunity to dander through the old narrow streets. It’s connected to the lower city, the Bassa, by walking trails and a funicular.

Bergamo houses the quirky mausoleum of the world famous juggler Rastelli, historic sites like palaces and churches, and a shopping district. It’s truly one of those quaint little non-touristy towns in Italy that is absolutely well-worth a visit.

If you’re visiting the city and need a place to eat, check out the best restaurants in Bergamo !

4. Bolzano, South Tyrol

Bolzano is a gateway to the super-impressive Dolomites in the Italian Alps, nestled in a valley amidst seemingly endless hills of vineyards.

This non-touristy Italian city in South Thyrol is distinctly Germanic since it has only been Italian during World War I, so you’ll see an incredible mix of the two cultural influences.

Bolzano is home to the famous Neolithic mummy, Ötzi the Iceman, who lived in circa 3300 BC. You can “meet” him at the South Tyrol Museum of Archaeology, in the vicinity of the Duomo di Bolzano and Mareccio Castle.

The city center is a good place for some delicious bakeries and other various foods, with spectacular views as an added treat.

• ALSO READ : 9 Prettiest Villages in the Dolomites You Should Visit or Stay In

5. Ferrara, Emilia-Romagna

While its convenient location between Venice and Bologna makes it easy to reach, Ferrara is still relatively off the beaten track of tourists.

Ferrara has been designated by UNESCO as a World Heritage Site for its beauty and cultural significance. It is one of Europe’ capitals of culture, arts, politics, and gastronomy. It is also a reference point for artists, poets, and minstrels.

Ferrara boasts numerous Renaissance palaces that its former rules, the Estes, had built. The city’s historic center is well-preserved and easy to visit. This is a must if you want a nice view of the evolution from the Middle Ages to the Renaissance.

This beautiful medieval city is a treasure trove of cultural and historical delights, with little streets you will have fun getting lost in. It’s an absolute must in your itinerary, especially if you want to explore some non-touristy cities and towns in Italy’s north.

6. Cagliari, Sardinia

Cagliari is built upon several hills so you can imagine the views from up there. This non-touristy Italian city has been the capital of Sardinia for centuries. It is also the island region’s largest city.

Cagliari is famous for its diverse Art Nouveau architecture, several monuments, clear and pristine waters, and gorgeous stretches of coastline.

The place is vibrant and charming. You can find restaurants, especially pizzerias, in practically every corner. Within the city limits is the 5-mile-long Poetto Beach, which is among the best on the Mediterranean.

For culture and history buffs, you will love Castello, the city’s medieval district that’s still guarded by 13th-century towers.

One of the most exciting non-touristy cities and towns in Italy, Cagliari offers the perfect combination of recreation and exploration activities – Cagliari has it all!

• ALSO READ: 10 Best Beaches in Sardinia, Italy

7. Matera , Basilicata

With its designation as a European Capital of Culture in 2019, Matera in the region of Basilicata has become Italy’s pride. It wasn’t always like this, though.

Some 50 years ago, Matera was maligned as “the shame of Italy” mainly due to the extremely poor living conditions of its cave-dwelling citizens. They lived among animals in the caves and had no running water and electricity, which led to diseases that hit the population until the place was evacuated in the early 1950s. Today these caves house shops, cafés, and hotels.

The little troglodyte city in Southern Italy came out of obscurity when the 2021 James Bond film No Time to Die featured it. Now the world wants to explore it.

Deemed as Italy’s magical city of stones, Matera is a fabulous non-touristy Italian town you should visit before it becomes crowded with visitors from all over the world. Its fantastic setting and intriguing history, added by its exquisite cuisine, make Matera a must-visit in Italy.

• MUST-READ: The City of Caves: Your Best Guide to Matera, Italy

8. Ostuni, Puglia

Known for its whitewashed old town, Ostuni is in the heart of the Puglia region, situated in the heel of the “boot.” The city consists of a series of levels, staircases, arches, and small streets and alleys that lead to corners that have traces of the Middle Ages.

Like so many other historical towns and villages in Italy, walking around in Ostuni’s historic center feels like being there in the past. It’s a delight to wander around and get lost in the city’s nooks and crannies (which are many). You can see olive trees all over the city, so remember to buy their high-quality olive oil.

The non-touristy Italian city is beginning to be popular among day trippers, so visit before it gets too crowded.

9. Sant’Angelo, Isola d’Ischia, Campania

The village of Sant’Angelo is on the south coast of the Isola d’Ischia, a mountainous volcanic island that’s part of the Campanian Archipelago.

Ischia is the largest of those pretty islands in the Bay of Naples with fantastic sceneries of rolling hills and rocky beaches. While the island is famous for thermal spas and natural springs, it attracts only a fraction of the summer day-trippers from Naples who are actually headed for Capri. So the best time to visit is now, before this non-touristy Italian town gets crowded.

Towered over by the beautiful Mount Epomeo, Sant’Angelo offers authentic Italian village experience. From superb seafood dishes at the village’s charming restaurants to ultimate relaxation at curative spas and long stretches of secluded beaches – this colorful borgo won’t disappoint!

10. Turin , Piedmont

Best-known for the Holy Shroud and white truffles, Turin (Torino in Italian) is the capital city of the region of Piedmont in the northwest of Italy.

It is one of the country’s renowned cities and also its first capital city before the national headquarters transferred to Rome.

Turin is embellished with palaces and elegant architecture. It has been a center of European culture for centuries, offering attractions of great artistic and cultural values.

Turin is one of the most interesting non-touristy cities in Italy, although it often serves just as the springboard to ski resorts in the Alps.

Turin also takes pride in sports cars and chocolate, as well as the world’s most impressive collections of Egyptian artifacts.

Turin is also where you can find the best coffee in all of Italy. Check out the best restaurants in the city when you visit!

11. Trieste, Friuli-Venezia Giulia

While Trieste is a prosperous trading hub in the Mediterranean, this non-touristy city in Italy has yet to be crowded with a lot of tourists.

This charming seaside port city serves more of a stopover for most visitors headed to somewhere else. After all, it’s nestled right up against the border to Slovenia, just about 40 minutes to Piran and a little over an hour to the capital, Ljubljana. Zagreb in Croatia is also just 2.5 hours away.

However, the capital city of Friuli-Venezia Giulia offers more than that with its mixture of history and heritage that sets it apart from the rest of Italy. The city is in the easternmost tip of Italy with Italian, Austro-Hungarian, and Slovenian influences all evident in its layout.

Trieste takes pride in being home to one of the country’s largest coffee brands and the Mediterranean’s biggest coffee port, castles , and seafood-based Mediterranean dishes, as well as stunning views of the Adriatic Sea.

12. Orvieto, Umbria

Orvieto is a city perched on the flat peak of a large butte of volcanic tuff, rising dramatically above the nearly-upright faces of tuff cliffs. So, imagine the spectacular views!

But this still non-touristy Italian city has more to offer than views, no matter how fabulous they are.

The site where Orvieto stands today was once an Etruscan acropolis. This is attested to by an incredible underground cave network which you can (and should) visit.

There’s also the Duomo di Orvieto that dates to 1290, imposing with its mosaic façade and a marble Pietà sculpture.

The 16th-century well shaft called the Pozzo di San Patrizio (“Saint Patrick’s Well”) is an absolute must-experience in Orvieto. Be prepared to tackle a lot of stairs, though! 248 steps, to be exact. But you’ll be rewarded when you hit the bottom of the well, where the water is so still and clear you’d think it’s not real.

13. Cefalù, Sicily

Cefalù was built by the Normans in the 12th century, located on the Tyrrhenian coast of Sicily . The city is dominated by the “promontory of Hercules,” a 270-meter high monumental rock on which the Temple of Diana stands. So the backdrop says it all.

Most visitors come to Cefalù for the beautiful beach , so no doubt this is a popular holiday destination.

However, compared to other major Italian cities, Cefalù is not given the proper attention it deserves from tourists. But if you’re looking for non-touristy cities and towns in Italy, this is one of the best ones you could go to.

This Sicilian city is not all about the stunning beach and vivid blue Thyrrhenian waters. Cefalù is also famous for having some of the most precious Byzantine mosaics in the world.

It is a great place for walking, with plenty of bars, restaurants, and shops along the charming cobbled streets.

Cefalù also has a Gothic cathedral, ancient ruins, and of course – the breathtaking views over the town, the sea and the wooded mountains.

14. Civita di Bagnoregio, Lazio

Less than 2 hours from Rome is the fantastic Civita di Bagnoregio, part of the province of Viterbo in Lazio . It’s a suburb of the comune of Bagnoregio, the nearest town, and can only be reached via footbridge from the latter.

An ornate gateway to Civita is guarded by a variety of cats bathing in the sun. Inside the village, you’ll have fun strolling the warren of tiny streets and alleys that will either lead you to viewpoints or private dwellings. The buildings are pretty; however, the real attraction of this non-touristy Italian town is the amazing views from up there.

Civita is so rare because of its location. It’s on a slim bluff of land rising up from the valley floor, cut off from Bagnoregio – and, heck, the rest of Italy and the world – by a small canyon.

Civita di Bagnoregio is famously known as “the dying city” because the hill it’s built on is progressively being eroded, hence, the threat that the village could disappear. So hurry up before it’s gone – or crowded!

The secrets of Italy’s saintliest tourist town

‘The journey is essential to the dream,” said St Francis. And, without wishing to seem flippant, the journey from London to Assisi is indeed something of a dream. After landing at Perugia airport, it is only a 15-minute drive to one of the most beautiful hilltop towns in Italy.

Then, as you approach across the plain, you see the dream made concrete. The great Basilica of St Francis seems to shore up the town itself. Huge stone arcades and buttresses level off the lower slopes of the hill to create a vast platform for the two-storey medieval church, which was raised to celebrate this most popular of saints.

The burial place of St Francis has been the focus of pilgrimage for nearly 800 years. Since he died in 1226, the saint’s dream – of gentleness, humility and poverty – has drawn more than 100 million visitors, both the devoted and the curious, to his hometown in Umbria . 

What’s more, numbers are growing at a staggering rate. More than five million people now come each year to this ancient town in one of the prettiest corners of the region. And for me, it is an especially fascinating place, partly because it somehow seems to remain true to itself. In fact, in its way, Assisi could be seen as a model for how to cope successfully with mass tourism.

Yet quite what is the secret of this success, I’m not sure. Perhaps the sheer size of the main pilgrimage churches is enough to absorb the pressure. Certainly, despite these vast numbers, Assisi’s ancient streets, which date back to Roman times and before, never seem overwhelmed. I have visited in the depths of winter, when it still has the feel of a local town, but also in high summer. It definitely gets busy, but you can easily seek solace in its churches, Roman sites and the ruined stone fort on the very top of the hill, all of which remain relatively quiet. And, once the day-trippers have receded, peace is restored for the evenings.

People come to Assisi for many reasons. As religious pilgrims, as tourists, perhaps to explore the remarkable Roman ruins. Many – like me – are also art lovers. St Francis himself understood the power of visual imagery to inspire and communicate his message. In fact, at the most basic level, it was he who conceived of recreating the nativity scene, which still appeals to so many at Christmas.

Ultimately, it is a strange tension that a saint who preached humility and poverty should be celebrated with such splendour. But art and architecture give tourists and pilgrims alike something to focus on. That the Franciscans, the religious order he created, were such prolific patrons of art is surely one of the reasons that the movement flourished so spectacularly and so quickly.

A major exhibition at the National Gallery in London celebrating this long artistic tradition opens from May 6. It will surely inspire more visits to Assisi. But I think, thankfully, it is a town that has learnt how to cope.

The sights of St Francis

The church of rivorto.

On the plain below Assisi, this cavernous church was built in homage to, and actually to enclose, the “hovel” which St Francis and his first followers first began their mission in 1210-11. In a dramatic architectural gesture, two of the supporting columns of the nave arcade emerge from the stone roof of the two-room shelter, the very place where the Franciscan cult began.

The Porziuncolae

As Francis’ following grew, he was offered a small chapel - the Porziuncola - a mile down the road on some land owned by the local Benedictine monks. Now it has become another church within a church, enclosed by the enormous Basilica of Santa Maria degli Angeli. This was built much later, between 1569-1679, though the main facade was replaced in the 1920s. The Porziuncola is covered with frescos both inside and out, including an altarpiece dating from 1393. From here St Francis sent out his first missionaries and here too, in 1226, he died. A chapel in the south transept commemorates the spot.

Santa Chiara

Dating from about 1100, this church in the upper part of the town is one of the oldest in Assisi. It was where St Francis went to school and – before the basilica was built – it was his first burial place. It is now known principally as the spiritual home of the Poor Clares - the order founded by Francis’s friend and convert, Chiara, a noblewoman who was accepted into his inner circle. Chiara died in 1253 and is buried in the crypt. In a side chapel hangs the 'speaking crucifix' from the nearby church of San Damiano which first inspired St Francis’ mission. 

The Basilica of St Francis of Assisi

This is the heart of the Franciscan order, built on the slope below Assisi. The first basilica was consecrated in 1253 and has been expanded into a vast buttressed church built on two levels. There are artistic and architectural jewels at every turn. The upper basilica, for example, was the first significant gothic building south of the alps. Some 10,000 m2 of frescoes cover the walls. Those in the lower church amount to one of the greatest collections of early Italian paintings – the precursors of the Renaissance. 

There are key works by Simeone Martini and the Lorenzetti brothers from Siena, and – from Florence – Cimabue and Giotto, who also decorated the upper church. Giotto’s scenes from the Life of St Francis in the nave constitute an epic visual biography of a saint and were hugely influential on later artists, though controversy remains as to how much was painted by Giotto himself. St Francis himself is buried in the crypt.

More than 4,000ft up in the remote wooded Apennine mountains, 70 miles north of Assisi, La Verna is now a Franciscan sanctuary. It was built on the site where St Francis retreated to meditate and received the stigmata, and it preserves the little cave where he slept. After Francis’s death, the friars established a small hostelry which could welcome pilgrims. 

In the early 14th century, the chapel was painted with frescoes by Giotto, but they did not survive the mountain climate. More than a hundred years later, the spectacular glazed terracotta altarpieces by Andrea della Robbia proved a far better solution. The largest - made in 700 separate pieces - adorns the chapel of the stigmata built in 1264. 

Saint Francis of Assisi runs from May 6-July 30 at the National Gallery in London. Admission is free.

Ryanair flies from Stansted to Perugia, less than 10 miles from Assisi. Discover where to stay with our hotel guide .

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Hit-and-run tourism is tearing the heart out of Florence – there is a better way

As I learned from managing Michelangelo’s David, visitors can be nudged away from the joyless in-and-out mission for selfies and souvenirs

F lorence is an exquisite city. Because of its history and its cultural heritage as the cradle of the Italian Renaissance, it is unique, precious and very fragile. The historic centre – a Unesco world heritage site – occupies a very small space. The city’s 366,000 inhabitants are joined each year by about 11 million tourists. Maintaining the characteristic dignity of the place and meeting the needs of those who live here permanently while managing this volume of tourism, is a great challenge and responsibility. For most of the year, Florence struggles to do either sustainably.

To be clear, tourism is an essential source of income and I am not opposed to tourists. The problem is that many visitors are on a quick in-and-out mission to take selfies in front of a few major sights – Michelangelo’s David, Botticelli’s Primavera, the Piazza della Signoria – to show people at home that they have been to Florence, while essentially trampling the city without contributing anything.

I love Florence and am saddened when I see how mass tourism is hollowing out its ordinary commercial life: just as in attractive cities the world over, neighbourhood stores in the centre have all but disappeared. What is left is aimed at hit-and-run tourist groups, at visitors on the hunt for food, and souvenirs such as magnets or aprons depicting parts of David’s anatomy.

Anyone who has been to Florence in recent years will have experienced how its major sites and the areas surrounding them are completely overrun and smothered. The city attracts many different types of tourist – from the cultural visitor, to the cruise-ship holidaymaker rushing in for a few brief hours. Most move along just a few well-beaten paths: to the Galleria dell’Accademia, the Piazza del Duomo, the Piazza della Signoria, the Uffizi, the Ponte Vecchio, and Palazzo Pitti.

But all of this tourism must be managed, otherwise it stops being a resource and becomes only a problem. And over the years Florence has gradually lost parts of its identity as it has lost its citizens – fewer than 40,000 now live in the historic centre, which is overrun with Airbnb apartments and eateries. Most Florence residents feel profoundly frustrated by the impossibility of leading a normal life in their city. Their precious jewel must be protected and not sold off and compromised any further.

Since 2015, I have had the great honour of directing the famous Galleria dell’Accademia in Florence, best known for Michelangelo’s David. For years I have struggled for legal copyright to protect David’s dignity against commercial exploitation – and have had some major successes.

But the problems I have witnessed both in the gallery and in the city at large have also given me an opportunity to explore possible solutions to over-tourism, considering the obvious, which is that we cannot enlarge the space.

When I arrived eight years ago I got together with museum staff and we devised a masterplan. We started with the museum’s relationship to the city’s inhabitants, many of whom had become distanced from it, perceiving it as a space just for tourists. To give the museum back to the city, we began involving residents in its daily life, launching events for everyone, young and old, accessible for free. Admission to the museum is also free every first Sunday of the month.

I founded an “association of friends” to reconnect the museum with people everywhere. We looked at such issues as the quality of the visitor experience and orientation, as well as seasonal distribution.

Visitors used to crowd along a single trajectory heading straight from the entrance to Michelangelo’s David, allowing just enough time for a selfie there before exiting – mirroring what tourists still do in the city, trooping from the Accademia to the Pitti Palace but seeing little else.

Today, after much hard work, Accademia visitors find a welcoming, modern museum and a high-quality experience. We have opened new galleries, put objects on display that were not visible before and reinstalled others. Refurbished air conditioning means we no longer have to close rooms in the summer heat. LED lighting enhances each individual work allowing us to manage the flow of visitors into every part of the museum. We no longer find them all just piled up in front of David.

We have reduced the maximum number in tour groups to make the visit more enjoyable for everyone. New signage saves time and leaves people feeling reinvigorated, not exhausted. David remains the star attraction. But now our visitors also look at the other objects and give them the dignity and respect they merit. The museum has found a balance.

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Thanks to these strategic choices visits to the museum increased by 42% between 2015 and 2023. Last year we exceeded 2 million annual visitors for the first time – not by squeezing them in but by extending opening hours in the summer – late opening twice a week – and having one main exhibition in the winter rather than bunching them in the high season.

By breaking down physical and cognitive barriers to encounters with art and culture we have made the Galleria dell’Accademia a modern, accessible museum that promotes diversity and sustainability. As a result, I believe that many of our extra visitors are local people who were not previously regulars but have been enticed in. We’re seeing a lot more younger visitors too.

In a way, the Accademia can be viewed as a kind of microcosm of Florence. And I have seen what a sustainable approach can achieve. Slower tours, smaller groups, better signage and orientation, de-seasonalisation; distribution of visitors, longer openings; these things have been transformative. They also benefit the city and its inhabitants.

Eleven million people every year want to experience Florence and they can’t be turned away – they can however be managed, and in the process the city’s heritage can be secured for future generations. However, my expertise and ability to act begin and end at the museum door.

Cecilie Hollberg is the director of the Galleria dell’Accademia in Florence

Do you have an opinion on the issues raised in this article? If you would like to submit a response of up to 300 words by email to be considered for publication in our letters section, please click here .

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Netflix's "Ripley" spurs surge in bookings to Atrani area in Italy, Airbnb says

By Megan Cerullo

Edited By Anne Marie Lee

April 17, 2024 / 10:11 AM EDT / CBS News

Netflix's new series based on Patricia Highsmith's 1950's crime novel, "The Talented Mr. Ripley," has fans of the show yearning to experience the picturesque Amalfi Coast, where much of the show was filmed.

The book's latest adaptation is even driving traffic to the particular town in which it's filmed, Atrani, a tiny seaside municipality with a local population of less than 1,000 people.

Home-sharing site Airbnb said the miniseries, called "Ripley," has led to a 93% increase in bookings in Ravello, a city about 15 minutes away from Atrani. 

Bookings in nearby Minori also increased 62% on the weekend of the release of "Ripley," compared with the same weekend one year earlier, according to Airbnb. 

"It's no surprise that a show as visually spectacular as 'Ripley' is inspiring viewers to explore the Amalfi Coast for their next getaway," Amanda Cupples, general manager for Airbnb UK and Northern Europe, said in a statement. "As it spotlights a lesser-known Italian city of Atrani, this is showing travelers that they can avoid the crowds, while simultaneously quenching their 'Ripley' wanderlust."

Known for its slow pace of life, cobblestone streets and trattorias, Atrani is less crowded than better-known destinations on the Amalfi Coast. But local business owners are bracing for change in anticipation of unusually large crowds this summer.

Some say they're grateful for the exposure, while others are concerned about being overrun. 

"This coast is saturated with overtourism. If more visitors come because of the series, I sincerely hope they come in low season," Antonella Florio, of apartment rental company Maison Escher told The Guardian . 

Another property manager, Luisa Criscolo, told the outlet that an increase in visitors needs to be "managed intelligently."

"Our village can't cope with huge numbers of tourists. Cars, buses and motorbikes leave the traffic paralyzed. The authorities need to keep a decent amount of places open longer so some visits can be channelled to other times of year, and must also encourage use of waterborne transport, and offer more frequent services on smaller buses," she said. 

While the Amalfi Coast is popular with tourists, particularly in the summertime, the most searched for city worldwide on Airbnb this summer is Paris, the host of the 2024 Olympic Games. Consumers are also searching for stays in nearby towns and cities like Lille, Versailles and Lyon, where some Olympic events will be held, according to Airbnb. 

Megan Cerullo is a New York-based reporter for CBS MoneyWatch covering small business, workplace, health care, consumer spending and personal finance topics. She regularly appears on CBS News Streaming to discuss her reporting.

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These Americans bought abandoned homes in Italy for as little as $1 and spent thousands renovating: Was it worth it?

Picture this: A house with extensive mold, water damage, termites and a collapsed roof in a tiny town where you don't speak the language. Not exactly a prime real estate opportunity, right?

For Rubia Daniels, though, the dilapidated building in Sicily also served as an exciting chance to build the home of her dreams — and it cost her almost nothing to get started.

Daniels, 50, of Berkeley, Calif., is one of hundreds of people who've taken advantage of an offer that made news around the world: a home in Italy for 1 euro. 

In the late 2010s, towns around Italy started going viral for selling off crumbling properties for 1 euro, or roughly $1.05. The goal? To attract foreign investors to buy up the houses, rehab them and get dwindling population numbers back up.

Of course, there was a catch. In some towns, the 1-euro purchase was symbolic and just the start of more expenses down the line. In others, bids start at 1 euro but can go much higher.

There was also a big stipulation: Once buyers got their properties, they had to complete their renovations within a certain timeframe, usually three years. Costs could easily climb into the tens of thousands of euros. 

Each town handles its own 1-euro program, so we don't know exactly how many homes have been sold across Italy since the concept took off. But experts estimate the campaigns have brought in thousands of visitors who've bought cheap houses across the country.

How much does it really cost to buy and renovate a 1-euro home in Italy? And is taking on a major housing project across the world worth the money and the stress? CNBC Make It went to Sicily to talk to people who've gone through the process to find out.

Transforming an historic town, 1 euro at a time

The 1-euro campaign was first proposed in 2008 by TV personality Vittorio Sgarbi , then the mayor of Salemi in southern Sicily, where homes were destroyed in a 1968 earthquake.

The idea has since spread to dozens of municipalities across the country.

One of the most well-known towns with a 1-euro scheme is Mussomeli, a roughly 2-hour drive south of Sicily's capital city of Palermo. In Mussomeli, more than 100 homes have been sold for 1 euro, as well as roughly 200 so-called premium houses, which start around 5,000 euros and require fewer repairs.

Toti Nigrelli, Mussomeli's deputy mayor who oversees the program, credits the town's success to a user-friendly website that lays out exactly how interested homebuyers can schedule a tour and get started. Tens of thousands of requests came in "immediately" after the site launched in 2017, he says. The town made its first 1-euro sale to a Belgian visitor within two weeks.

Daniels is one of a handful of American homeowners there.

She first learned about the program from her husband, who'd read about it online. Daniels, an avid traveler who works in construction, was hooked. She booked her hotel and flight out to Sicily to see if the opportunity was too good to be true.

Days into her trip in spring 2019, Daniels called her husband. They were now the proud owners of not one or two but three separate 1-euro properties in Mussomeli, she told him.

Because she works in construction, Daniels says she didn't just see endless amounts of work in front of her. Instead, she visualized the final result of three dream projects: a vacation home, a restaurant and a wellness center.

Once Daniels landed on her properties, she got a rundown of what the dream would actually cost. The houses were sold for 1 euro each but also incurred a 500-euro realtors fee and 2,800-euro deed. That added up to a total of 3,301 euros, or roughly $3,500, for each building. 

She felt up to the challenge. Daniels went home to pack her tools and returned that summer with her husband, brother-in-law and five suitcases full of renovation supplies.

So far, she's focused on fixing up her vacation home and initially estimated renovations to cost $20,000. Those renovation plans include a new kitchen, marble finishes, restored stone walls and a fireplace in the bathroom. Years later, she's spent $35,000 and hopes to stay under $40,000. It's a lot of work, but the process still feels as exciting as it did on day one, she says.

Daniels is building the house of her dreams, "which I wouldn't be able to do back in California because the cost would be much higher," she says. Daniels plans to visit her Mussomeli home for vacations and split her time between California and Sicily in retirement. 

Daniels is such a fan of the 1-euro initiative that she's encouraged friends and family to take the leap. On one recent visit to Mussomeli, Daniels brought along two fellow Californians, Alfredo Ramirez and his mother, Elena, to tour the houses.

Alfredo, 35, was struck by the price difference: The amount of space he could get for 16,000 euros in Mussomeli might run him over $330,000 in Petaluma, Calif., where he lives and works in customer service.

'4 million moments of frustration,' but no regrets

About an hour's drive from Mussomeli is the town of Sambuca di Sicilia. In 2019, it went viral for auctioning off old homes with bids starting at 1 euro. 

There, Meredith Tabbone, 44, of Chicago, bought and renovated a 1-euro house of her own.

At the time, Tabbone was looking into getting dual citizenship in Italy, where part of her family was from before they immigrated to the U.S.

A friend told her about the Sicilian home project. "I thought it was too good to be true," Tabbone says, "but I checked when I saw the name Sambuca and took a look, and it was the same village that my great-grandfather came from in 1902 to the United States."

On one of the final days of the auction, Tabbone placed her bid of 5,555 euros for a property, sight unseen.

"A lot of people warned me that it could be a scam [and that] I could end up losing a lot of money," she recalls. In May, she got the email that her bid won. She paid what she owed, plus some taxes and fees, bringing the home sale up to 5,900 euros, or roughly $6,200.

From the moment that I sent in the bid and checked my email every day and found out that I won, all the way through this process, there have been 4 million moments of frustration, exhaustion, contemplation of how to move forward. Meredith Tabbone 1-euro homeowner from Chicago

Tabbone flew to see her new home for the first time in June 2019. She then bought the building next door through a private sale with the owner for 22,000 euros, or just over $23,000. 

The additional purchase meant more space to build her dream vacation home. It also meant much higher renovation costs. What started as a 40,000-euro budget to renovate 620 square feet grew to 140,000 euros to cover 2,700 square feet.

Over the next four years, Tabbone visited Sambuca for weeks at a time to oversee a local crew for the extensive overhaul: They knocked down walls to join the properties; leveled the flooring across 18 small rooms; reinforced the structure against earthquakes; added two large terraces; and opened up the kitchen, dining and living rooms. 

All in, she spent about 425,000 euros on renovations, or roughly $446,000.

"From the moment that I sent in the bid and checked my email every day and found out that I won, all the way through this process, there have been 4 million moments of frustration, exhaustion, contemplation of how to move forward," Tabbone says.

That being said, "I never felt like this wasn't the right place for me to be, and that this wasn't the right project for me to work on or community to live in," she says. "I've learned so much about my family, which has been really special for me because my father passed away when I was a senior in high school."

When unexpected challenges derail the plan

Not all renovation plans work out. That was the case for Danny McCubbin, 59, who's originally from Australia and was living in London when he heard about Mussomeli's 1-euro program.

In spring 2019, he made his first visit and toured 28 houses before buying his property.

His vision was different from most: McCubbin wasn't looking for a home to live in, but rather a space to launch a food-rescue charity, building upon his 17 years working on food-based campaigns for Jamie Oliver in London. He was inspired by his observation that lots of elderly people and families were not getting fresh food in Mussomeli.

The pandemic delayed his plans to rehab a 1-euro house for the project. The home experienced extensive water damage while he was stuck in London for 10 months. By the time he returned, his 15,000-euro quote for renovations doubled.

He decided to sell his house back to the real estate agency for 1 euro and found a different space to rent in the town square. His charity, The Good Kitchen, now operates from the space next door, where rent and utilities run 400 euros a month.

McCubbin says he doesn't regret a thing: He's grateful the scheme helped him establish his Italian residency and brought him to Mussomeli. 

Locals are glad he stayed, too: Each week, volunteers at The Good Kitchen work to rescue surplus food from nearby markets and deliver grocery packages to local families in need. They also host a weekly lunch for community members.

"My dream is that one day we will be able to provide jobs, especially for young people in the town," he says.

A flood of foreign capital, jobs, tourism and newcomers

Mussomeli's 1-euro campaign has already had a positive impact by bringing more foreign investment, tourism and jobs, says Nigrelli, the town's deputy mayor.

Mussomeli had roughly 16,000 residents in the 1950s, he explains, but populations declined through the '80s as young people left for university and better career opportunities in northern Italy. Today, roughly 9,900 people remain in town. 

Like many small towns in Sicily, Mussomeli doesn't have a major university. As a result, many jobs that stay in town are concentrated in construction, agriculture and the trades. The compounding effect has left the region with a large youth unemployment problem: Roughly 32% of young Sicilians from age 15 to 29 are unemployed — one of the highest rates in Italy.

Even when young people return to Mussomeli, they can find the small town limiting. Federica Prezioso, 37, moved away to study in Palermo, Milan and London. She returned to work as a teacher and raise children, but says it's hard to see her friends move away over time.

She's in favor of schemes like the 1-euro home program. Large-scale renovations mean more jobs for carpenters, plumbers, electricians and other construction workers. The project even brought a wave of Argentinian doctors who moved there and resolved a shortage of health-care workers.

Even if prospective homebuyers or curious tourists don't settle on a property to purchase, the increase in foot traffic has led to a boost for local restaurants, hotels and retail stores. Mussomeli's tourism sector increased by 3,000% within the first year of launching the 1-euro home program, according to Nigrelli.

In the last seven years, Mussomeli has sold off nearly all of its 1-euro homes, another marker of success. Roughly a dozen houses are left, says Natalie Milazzo, a local real estate agent. 

Meanwhile, there are over 100 premium houses currently on the market, Milazzo says. Many of them are being sold by families who've moved away or inherited multiple properties and see an influx of interested foreigners as an opportunity to make a profit.

With more foreign home investors and visitors come higher real estate costs. As the demand for previously worthless homes has increased, Nigrelli says, the price of homes for sale and for rent have risen by up to 100%.

This could become a problem for incoming homebuyers purchasing old properties and renting places to stay during renovations. On the other hand, Nigrelli estimates roughly 90% of Mussomeli residents already own their homes, so rising real estate prices have a smaller immediate impact on locals.

Looking ahead: 'The respect of the old town is the most important thing'

In 2021, a group of young professionals in Cammarata, Sicily, started a nonprofit called StreetTo, which works with the city to advertise 1-euro and cheap houses to foreigners. So far, the program has attracted a handful of young people and couples who move to the town to work remotely, says volunteer Martina Giracello, 31.

Houses that aren't being sold for 1 euro range between 5,000 to 25,000 euros, or $5,250 to $26,250. StreetTo volunteers say they list houses at a sustainable pace to avoid gentrification and out-of-control housing prices.

"The respect of the old town is the most important thing," Giracello says.

Gianluca Militello, 38, says volunteering with StreetTo is one of the main ways young people like him can improve their futures in Cammarata: "We want to be surrounded by people who can bring something to our own lives."

"It's also personal," he adds.

Back in Mussomeli, Nigrelli says local officials across Sicily have asked him for guidance to bring 1-euro programs to their town. One recent partnership: Getting a campaign up and running in Caltanissetta , an hour's drive east.

Daniels and Tabbone, the American homebuyers in Mussomeli and Sambuca, say their 1-euro journeys have been worth it.

Their small Sicilian towns offer a low cost of living. A nice meal out might be 10 euros or less, while a round-trip flight within Europe or to Africa might run you just 45 euros, Tabbone says.

Another big draw: the Sicilian approach to leisure, including a daily lunch and nap break from noon to 4 p.m. when most of the town shuts down.

Tabbone, who runs her own business as a financial advisor, says the slower pace of life abroad makes her want to "have the focus of my life be about just personal fulfillment in general," rather than work.

A mentality that prioritizes leisure and socializing makes for a lower-stress life, Daniels says. "People here, they consume a lot of alcohol, nicotine, carbs, and they live longer than most places," she points out. "I believe it's because the level of stress is so low and [the fact that] the community is so active that that gives them longevity."

Daniels feels strongly that historic renovation programs are beneficial in part because they're sustainable. Around the world, "we have destroyed so much of the environment building things instead of using what exists," she says.

Tabbone is glad to have the chance to connect with her family history and considers the Sambuca project a "huge success" for bringing attention to the village. 

She's wary of fielding questions from foreigners like herself who want to buy an old home and turn it into an investment property. "I'm very grateful that I do not know anybody doing that, because I do not want this to be a village of Airbnbs," she says.

Tabbone says she will never sell her Sambuca home despite getting many offers. "I have a cousin, [and] I've already told her she can use the house if I pass away before her. After that, it's going to be donated to the village."

"A lot of people refer to this as a revival of this town," Tabbone adds. "I like to think of it more as a renaissance."

Conversions from euros to USD were done using the OANDA conversion rate of 1 euro to 1.05 USD on Oct 18, 2023. All amounts are rounded to the nearest dollar.

Want to land your dream job in 2024?  Take  CNBC's new online course How to Ace Your Job Interview  to learn what hiring managers are really looking for, body language techniques, what to say and not to say, and the best way to talk about pay.

Life in Italy, Italian Language, Italian Culture, Italy News, Tourism News, Italian Food

New smoking bans in Italy: cigarettes halted

Further restrictions and new smoking bans are on the horizon in Italy, aligning with new regulations proposed by many European countries. This is the decision of the state authorities, who aim to curb the consumption of tobacco products to reduce the concentration of pollutants in the air.

However, uniform legislation is still lacking, with prohibitions varying between cities depending on the stance of the mayor. Therefore, my advice to tourists is to adequately inform themselves in advance to avoid , unfortunately, running into hefty fines that can exceed 200 euros.

Milan and its secret dream of becoming smoke-free

In the Milanese territory , the ban on smoking in areas designated for public green spaces, such as gardens, parks, or public courtyards (Article 9 of 2021), was already in place. The exception for smokers was limited to isolated areas with a minimum distance of 10 meters between people. As of now, smoking is also prohibited near cemeteries, dog areas, and public stops for buses, trams, and taxis.

The new anti-smoking policy will come into effect on January 1, 2025 , and it’s a further extension of what’s already in place. The smoking ban will thus be extended to all public areas or areas for public use, including streets , except in isolated places where it’s possible to maintain a distance of at least 10 meters from people.

Milan aims to become smoke-free within a few years, without jokes. For transgressors, a fine ranging from 40 to 240 euros is envisaged.

New outdoor smoking bans in Turin

Turin responds ardently to the trail of change proposed by Milan , tightening the already existing regulations. The clampdown of the Piedmontese capital establishes a ban on smoking cigarettes, pipes, heated tobacco, and even electronic cigarettes within a distance of less than 5 meters from other people (unless with their consent).

In Turin , electronic cigarettes are equated with traditional cigarettes, while in Milan , these smokers can also access smoke-free areas. The regulations in force in different cities are very different and often in antithesis with each other, which is why tourists in Italy must always keep their eyes wide open .

Furthermore, smoking in the vicinity of children and pregnant women is prohibited. For those who violate the regulations, a fine of 100 euros is foreseen (compared to the 40–240 euros envisaged in Milan).

The situation in the rest of Europe

As uniform laws are lacking in Italian territory, the situation in the rest of Europe appears to be even more chaotic. In Italy, several coastal areas are proposing smoking bans, but in the absence of official municipal directives, the ban does not effectively exist . In contrast, in France, smoking is prohibited on beaches in Nice.

Currently, France, and Portugal are the advocates of the proposed smoking ban: a trend that our beloved Italy is also following.

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International Markets Worth Big Money For Wyoming Tourism

Italy's Christian Josso has been working to set up whiskey tours for all the “pure whiskey lovers” of Europe. Josso thought these tours should start in Kentucky or Tennessee, states with long histories in whiskey. But now he's thinking of starting in Wyoming.

April 22, 2024 8 min read

CASPER — Christian Josso with United Airlines in Italy has been working to set up whiskey tours in the United States for all the “pure whiskey lovers” of Europe.

At first, Josso thought these tours should start in Kentucky or Tennessee, states that have long history with whiskey, as well as some of the largest players in the whiskey world.

But now he has an entirely different idea for the start of his tour for whiskey lovers after visiting Backwards Distilling in Casper. He liked what he heard there so much, he’s now thinking it should be the start of his whiskey tour instead.

“Let me say that after what I’ve seen here in Wyoming, I will immediately divert it,” he told Amber and Chad Pollack, co-owners of Backwards Distilling, asking them directly if they would be able to support such a tour.

Josso was one of 40 international travel and tour agents in Casper for the International Roundup, which is finally back in Wyoming after being derailed during the COVID-19 pandemic.

Josso loved the daylong “fam” tour, short for familiarization, which included trips to Independence Rock State Historic Site, Fort Caspar Museum and the Nicolaysen Art Museum.

But he seemed the most taken with Backwards Distilling.

“I loved the fact that the grains are local, not imported from other countries or states,” Josso told Cowboy State Daily in a later interview. “And the fact that it is owned and operated by a family, and is not industrial. That’s much more appealing. They have a story to tell.”

Josso wasn’t the only one getting starry-eyed during the “fam” tour Saturday.

Bertrand Juilliard, North American product manager for French company Les Ateliers Du Voyage, placed his hand over his heart and told Visit Casper that the day’s trip to Independence Rock is something he will remember for the rest of his life.

Taken By The West

In the Fort Caspar Museum gift shop Saturday afternoon, a loud, British-accented voice rang out.

“Let’s go Chaps!” the male voice said. “We’re headed out West!”

He wasn’t the only one who seemed giddy with excitement during the Caspar Museum trip. A woman from the UK told Cowboy State Daily she loved seeing all the pioneer wagons and reading the pioneer stories.

“We don’t have this kind of thing in the UK,” she said. “So, it’s very interesting to us.”

That kind of enthusiasm for what Wyoming has to offer was music to Wyoming Office of Tourism Director Diane Shober’s ears throughout the multi-day International Roundup.

International tourism makes up a huge portion of Wyoming’s tourism sector, and it’s something that has not yet returned to its pre-pandemic levels.

Dude ranches in the state say that their clientele is a 50-50 mix of international and domestic travelers, Shober told Cowboy State Daily on the bus ride to Backwards Distilling. That makes events like the Roundup, which is only in Wyoming every four years, vital to recovering the state’s overall tourism sector and, hopefully, growing it further.

Destination marketing company RMI, which is headquartered in Cheyenne, tracks international tourism statistics for Wyoming Office of Tourism and is an integral part of the state’s efforts to lasso more international tourism, with operations in London, Munich, Amsterdam, Paris, Milan, Copenhagen and Sydney.

“Traditionally, I would say Wyoming’s international travel is about 10% of the whole,” RMI CEO Matthias Jung told Cowboy State Daily. “Across the seven markets that we’re in, we’re about 50% recovered from pre-pandemic highs.”

In a good year, internationals would book 400,000 Wyoming rooms for overnight stays, Jung said. That’s pre-pandemic.

“Right now, we’re about 43% of what we were, and that’s about $99 million dollars in the state of Wyoming,” Jung said. “If we were at full pre-pandemic numbers, it would be $229 million and something.”

And that’s just the spend for overnight stays, Jung added. It’s not including food at restaurants, gas for driving around, gifts and souvenirs to take home or anything else that tourists spend money on.

“So, think about how the state is funded,” Jung said. “Those tourists come in, spend that money, and leave. So, they’re not necessarily impacting the local — they’re injecting money that otherwise wouldn’t be here. So, this marketing is crucial for a state like Wyoming.”

Jung has been told the International Roundup is leading the industry with its unique format, which acts as a vetted matchmaking service for tourism operators and suppliers.

“We’re competing against bigger budgets, against bigger destinations that are more popular, like New York City,” Jung said. “This is a model that works, and it’s kind of how international visitors come over (to Wyoming.)”

Speed-Date The World

While the “fam” tour is the most popular part of the International Roundup, the most vital part of the event took place inside an enclosed space at the Ramkota Hotel in Casper on Sunday and Monday, and would probably have looked like some kind of very odd speed-dating event.

A cattle bell rang every five minutes to signal that it was time for each supplier to switch to a new table, and a new tourism agent, for their next pitch.

Suppliers mainly came from the Great American West partnership, which includes Wyoming, Montana, Idaho, and South and North Dakota. A few representatives from Minnesota and Colorado were also there.

Each supplier is vetted ahead of time, as are the travel agents, to ensure that everyone in the room is serious about buying and selling.

Many suppliers have been thinking about and honing their pitches for the event for months, thinking about how best to sell what they have to offer European and Australian tourists.

Take Visit Carbon County, for example.

Casper has more breweries, CEO Leslie Jefferson told Cowboy State Daily. And Snake River Brewing in Jackson offers the most beers at 125.

“But we have the only brewery that’s directly attached to a hot springs resort,” she said. “That makes us unique.”

Another attraction that’s unique is Brush Creek Ranch, a luxury stay that has Wyoming’s only Grade A goat dairy, as well as a wine cellar that’s among the 10 largest in the world with 30,000 bottles.

“There’s a greenhouse on site where they grow their own produce,” Jefferson added.

And the working ranch also breeds its own wagyu cattle.

Activities at the ranch range from skiing in the winter to fishing and horseback riding in the summer. And there’s a bit of goat yoga, mixology, whiskey tasting and cheesemaking classes thrown in as well.

All of which drew exclamations of, “Oh cool!” when she was visiting with Tamara V. Tommers with TRUE America, a German-based travel agency that curates custom tours for Europeans to explore “their own personal American Dream.”

Tommers took lots of notes on her Carbon County entry in the International Roundup pitch book, which contained not only contact information for every participant in the Roundup, but generous space to write notes under each and every contact.

Jung told Cowboy State Daily that RMI gets lots of compliments on the format of the book, which has been refined over the years to become one of the best in the industry.

Together We Stand

Wyoming is not a destination that’s top of mind for international tourists, Peter Vroom, with Westbound Travel in the Netherlands told Cowboy State Daily.

“A lot of our customers may only take one trip to America in their lifetime,” he said.

Those travelers are more likely to pick something on either the East or West Coast, like New York, California, or Florida — places that have big enough tourism budgets to market direct to international consumers.

For states like Wyoming with much smaller tourism budgets, banding together in a cooperative to try to draw tourists further into the state is something Vroom said is essential. One state on the interior of the country doesn’t have enough interest otherwise.

“A lot of our customers will come to America once in a lifetime,” he said. “Usually, it will be the coast. But now we have some who want to go back, and they’re looking for something new.”

Vroom thinks he sees that something new in driving tours for Dutch tourists, to places like Independence Rock or Devils Tower, which are not only unique, but have interesting stories around them.

“The scenery here is very beautiful,” Vroom said. “All these mountains. There’s so much to explore — and I like all the stories about the West.”

Renée Jean can be reached at [email protected] .

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