Authentic Italy: TUI Musement unveils a map of the most popular small towns in each Italian region
Study based on search trends highlights the small towns in Italy with greatest traveller interest
Italy remains the top international destination for EU residents, according to Eurostat data*. Rome and Venice will always be a passage of rite for many travellers visiting Italy, but online search volumes show there is growing interest in discovering a different side of the country - one shaped by small towns with a strong identity and off the beaten track experiences.
From scenic boat trips and historic architecture to mountain hiking trails and cable cars soaring above 3,000 metres, these destinations offer something for every type of traveller; from local explorers and international visitors, for weekend getaways, road trips and longer stays.
From north to south and east to west, the infographic traces a journey through an Italy made for slow travel, showcasing small towns that combine landscapes, heritage and experiences. Among the destinations generating the highest level of interest are coastal gems such as Positano, one of the jewels of the Amalfi Coast, where visitors can explore the coastline by boat and discover secluded coves from the sea; Portofino in Liguria, known for its harbour and scenic walking routes; or Bosa in Sardinia, with its distinctive old town of colourful houses lining the Temo river.
For travellers drawn to lakeside scenery, several of the most searched‑for locations are concentrated in the north of the country. Bellagio, on the shores of Lake Como, stands out for its gardens and panoramic views; Sirmione, on Lake Garda, combines historic heritage with thermal waters; while Stresa, on Lake Maggiore, is an ideal starting point for boat trips to the Borromean Islands.
Nature and outdoor activities also play a key role in the selection. Among the most searched mountain small towns is San Candido, in Trentino‑Alto Adige, which offers access to hiking routes in the Dolomites. Courmayeur, considered a gem of the Italian Alps at the foot of Mont Blanc, is another standout destination, with experiences ranging from trekking to panoramic highlights such as the Skyway Monte Bianco, the cable car that ascends to Punta Helbronner at 3,466 metres above sea level.
Historic small towns also feature prominently in the map created by TUI Musement. Towns such as San Gimignano, renowned for its medieval towers, or Volterra, with its Etruscan heritage, continue to attract travellers looking for destinations with strong identity and well‑preserved cultural heritage.
Beyond major cultural cities and the most popular beach destinations, the study highlights a diverse, accessible Italy rich in experiences for all types of travellers. Thanks to its proximity and the wide range of flight and accommodation options - including TUI Group’s own hotels - the country stands out as an ideal choice for short breaks year-round, combining culture, nature and tailored experiences.
About TUI Musement
TUI Musement is a global Tours & Activities business that combines a highly curated product portfolio, scalable digital platforms and in-destination service by local teams, to source, develop, distribute and deliver products in three categories:
- Experiences: Excursions, activities & attraction tickets
- Transfers: Between airports, hotels and ports
- Tours: Multi-day itineraries encompassing hotels, experiences, guides and transportation
Available in all major beach and city destinations, products are sourced from leading travel businesses or developed in-house by TUI teams, including the TUI Collection, the flagship experiences portfolio of TUI Group.
Products are distributed to customers, including the +34,7 million TUI customers, through TUI websites and apps – such as the Tours & Activities dedicated TUI Musement app, as well as in-destination local teams and B2B partners, including some of the world's leading OTAs, tour operators, airlines, hotels, travel agencies and cruise lines. TUI Musement is one of the major growth areas of the TUI Group and employs approximately 7,000 people worldwide.
