Interest in Italy’s small historic towns has surged – the latest analysis shows an increase of about 52 % compared to the previous year, reflecting a growing appetite for authentic experiences beyond the usual tourist trails. The study, which examines online search trends from 2021 through 2024, finds that Italy’s “borghi” are not just beloved domestically but are increasingly drawing attention from abroad.
Leading the pack for 2024 are a few standout destinations. At the top is Otranto, which enjoys a monthly average of roughly 176,000 searches. Close behind is Maratea, dubbed the “Pearl of the Tyrrhenian,” with some 148,600 searches per month. Next comes Locorotondo in Puglia, famous for its white-washed streets and trulli homes, registering about 133,100 searches monthly.
