Italy hides among its hills, along the coasts and in the mountains hundreds of villages that preserve centuries of history, craftsmanship handed down from generation to generation and views that range from the sea to the mountains. These small inhabited centers are experiencing a real rebirth thanks to the growing interest of travellers, both Italian and foreign, looking for genuine experiences far from mass tourism. A recent study analyzed millions of online searches to find out which villages attract users’ attention the most.
Research that reveals travellers’ preferences
The study “Italian villages online 2025”, created by the collaboration between Telepass, Seed Digital and Change Media, examined the research carried out between 2021 and 2024, collecting significant data. Interest in these small locations has grown exponentially, with a 52% increase over the previous year. Almost 210 million overall searches in the last four years demonstrate how Italian villages are increasingly at the center of travellers’ attention, with as many as 94 million searches recorded in 2024 alone.
Otranto, the most searched for location in Puglia
At the top of the ranking is Otranto, the Salento town overlooking the Adriatic Sea. With an impressive average of 176,000 monthly searches, this village confirms itself as the most desired by web users. Its popularity reaches its peak during the summer months, when its beaches with transparent waters and the historic center enclosed by ancient white walls attract visitors from all over Italy and abroad. The charm of Otranto lies in the perfect combination of historical heritage, with its Romanesque cathedral famous for its mosaic floor and the Aragonese castle, and the natural beauty of the coasts that surround it.
Maratea, the Lucanian municipality on the Tyrrhenian Sea
The silver medal goes to Maratea, the only municipality in Basilicata overlooking the Tyrrhenian Sea, with 148,600 monthly searches. This corner of southern Italy offers a landscape where sea and mountains meet in a particular way. The jagged coasts alternating between sheer cliffs, hidden coves and light sandy beaches create photographic scenarios, while the historic center perched on the hills offers expansive views. The statue of Christ the Redeemer which dominates from above has become one of the most recognizable symbols of Basilicata.
Locorotondo, the round village of the Itria Valley
The third step of the podium goes to Locorotondo, with 133,100 monthly searches, which confirms itself as a particularly popular destination on social media. This village in the Itria Valley owes its name to the circular shape of the historic center, a maze of very white streets that wind concentrically. The whitewashed houses with flowered balconies, the sloping roofs called cummerse and the views over the countryside dotted with trulli create a special atmosphere that attracts many visitors.
Rasiglia, the Umbrian water village
In fourth place we find Rasiglia, in the province of Perugia, with 128,500 monthly searches. This small Umbrian village is known as the Venice of Umbria for the numerous streams that cross its streets, fed by the springs of Mount Fionchi. The ancient mills, the stone bridges and the constant sound of flowing water create a special atmosphere. Rasiglia has experienced a true rebirth in recent years after having been practically abandoned, becoming an increasingly sought-after destination for those looking for villages less frequented by mass tourism.
Civita di Bagnoregio, the dying city
Fifth position is occupied by Civita di Bagnoregio, in the Viterbo area, with 115,500 monthly searches. Defined as the city that dies due to the progressive erosion of the tufaceous hill on which it stands, this village is accessible only through a long pedestrian bridge that connects it to the rest of the world. The isolation and fragility of Civita contribute to its particular charm: walking through its few streets seems like a journey back in time, to an era when life moved more slowly. The perfectly preserved medieval village and the views over the valley of the gullies make it one of the most photographed destinations in Italy.
Cefalù, the Norman center of Sicily
In sixth place is Cefalù, in the province of Palermo, with 115,300 monthly searches. This Sicilian seaside village combines the charm of the medieval streets dominated by the majestic Norman cathedral with the beauty of a long sandy beach that extends at the foot of the historic center. The fortress that overlooks the town offers panoramic views of the Tyrrhenian coast, while the colorful harbor and the alleys of the Arab quarter offer interesting views at every corner.
Spello, the flowery village of Umbria
Spello, also in the province of Perugia, takes seventh place with 112,600 monthly searches. This village nestled on the slopes of Mount Subasio is famous for its uphill streets adorned with flower pots that decorate every corner, creating an explosion of colors especially in spring during the Corpus Domini Flower Festival. The Roman walls still intact, the churches frescoed by artists such as Pinturicchio and the view of the plain below make Spello a popular destination for art and photography.
Sperlonga, the seaside village of Lazio
Eighth position goes to Sperlonga, in the south of Lazio, with 102,400 monthly searches. The historic center of this seaside village climbs up a rocky spur that juts out into the Tyrrhenian Sea, with its very white houses that shine in the sun and create a labyrinth of stairways, arches and panoramic squares. The wide, sandy beaches at the foot of the village and the Tiberius cave with its archaeological finds complete the offer of this location which combines Roman history and crystal clear sea.
Malcesine, the village on Lake Garda
In ninth place we find Malcesine, on Lake Garda, with 94,400 monthly searches. This Veronese village overlooking the eastern shores of the lake is dominated by the Scaliger castle which stands on a rocky promontory. The cable car that goes up Mount Baldo offers expansive views of the lake and the surrounding mountains, while the lakeside promenade and the marina invite for pleasant walks. The strategic position makes Malcesine a convenient base for exploring both the Trentino and Verona Garda.
Castel Gandolfo, the papal residence
Castel Gandolfo, in the Castelli Romani, closes the top ten with 92,500 monthly searches. Famous for being the summer residence of the popes, this village overlooking Lake Albano offers a particular mix of religious history, historic villas and lake landscapes. The pontifical palace now open to the public, the Barberini gardens and the narrow streets of the center overlooking the lake with wide views make it a popular destination for trips out of Rome.
Regional trends and emerging villages
The analysis highlighted some interesting territorial differences. Central Italy, with Umbria, Lazio and Tuscany in the lead, records the highest number of overall searches, while the South and the Islands stand out for the highest average of searches per single village, around 23,000 per month. Puglia confirms itself as the most searched region for the second consecutive year, thanks to the presence of three villages in the top ten.
In addition to the already established locations, new villages are emerging that are attracting the attention of travellers. Sellano, in Umbria, has seen a strong increase in interest thanks to the inauguration of a 175 meter long Tibetan bridge which allows you to cross the Vigi canyon at a height of 70 metres. Scarperia and San Piero, in the Tuscan Mugello area, are attracting more and more visitors thanks to their artisan knife workshops and proximity to the motor racing circuit. Percile, a medieval village in Lazio immersed in the Aniene Valley with just 200 inhabitants, attracts those seeking absolute tranquility within the Lucretili Mountains Natural Park.
Travellers’ seasonal preferences
Online searches vary by season, reflecting the different needs of travelers throughout the year. In the autumn months of October and November, attention focuses on Locorotondo, Spello and Civita di Bagnoregio, suitable destinations for a weekend of cultural visits, walks in the colorful woods and food and wine tastings at local festivals and trattorias offering typical dishes such as porchetta, porcini mushrooms and chestnuts.
With the arrival of winter, preferences change: searches drastically increase for Vipiteno, which with its famous Christmas markets attracts visitors from all over Europe, and for Civita di Bagnoregio, which with the fog that envelops the valley of the gullies takes on an even more evocative and theatrical appearance.
Italian villages also conquer foreigners
The interest in Italian villages is not just an internal issue: foreign tourists also show a growing fascination for these authentic centers of the Bel Paese. Preferences vary based on where visitors come from. In the United States and France, Vernazza delle Cinque Terre is the most sought after village, thanks to the worldwide fame of this stretch of the Ligurian coast immortalized in thousands of postcards and documentaries. In Germany and the United Kingdom, Malcesine on Lake Garda dominates, confirming the historical attraction of these two tourist markets for the lake area, a consolidated destination since the 1960s. The Spanish prefer Castelsardo, the medieval town in Sardinia perched on a promontory on the north coast of the island, while the Swiss mainly look for Otranto, especially during the summer months when its beaches become a popular destination for those who want to combine culture and bathing.
