Everyone is going to Sicily — try these 7 underrated places in Italy instead
If watching the second season of "The White Lotus" awakened fantasies of scootering around Italy on a Vespa, swimming in the gentle waves of the Mediterranean and generally living la dolce vita, you're not alone.
Set-jetting may not be new, but the trend has grown massively since people who were hunkered down watching TV shows and movies during the pandemic are traveling again with a thirst to visit places brought to life on screen.
According to Travel Weekly, the Four Seasons San Domenico Palace in Taormina, where the second season of "The White Lotus" was filmed, saw a 425% increase in website visits in the first six months after the season aired, over the previous year. The increase in interest isn't limited to the hotel — Taormina and Sicily as a whole got a huge boost.
The problem is that Taormina — and other well-known Sicilian towns — already tended to get crowded in the summer, even before the series aired. Increased demand for hotel rooms without more supply logically means that prices will increase, in some cases, to astronomical levels.
If you want to visit equally beautiful places in Italy without the inflation, consider these underrated destinations instead.
Tropea
Designated one of the Borghi più belli d'Italia (i.e. most beautiful towns in Italy), this Calabrian town is probably the closest you can get to Taormina without the sky-high prices.
On the toe of the boot, Calabria is the southernmost region on the Italian mainland before Sicily, so it looks and feels very similar. Like Taormina, Tropea is perched on a cliff with panoramic views of the turquoise Mediterranean Sea. Expect glittering beaches, a charming historic center full of restaurants serving fantastic food, authentic bars and shops selling beachy-chic clothes.
Where to stay: Villa Paola is a family-run boutique hotel in a monastery overlooking the town, complete with one of Tropea's best restaurants, beautiful gardens and an infinity pool with fantastic views. Rates start at $380 per night.
Puglia
The heel of the boot, Puglia has long been a favorite beach destination for Italians and is now firmly on the radar of jet-setting travelers.
While the most famous towns, like Polignano a Mare and Alberobello, get quite crowded in the summer, the region is so large that you can find some underrated gems. The Adriatic coast is more developed, with many luxury hotels in converted masserie (i.e. fortified farmhouses), but locals swear by the beaches on the Ionian side. And the farther south you go, the more likely you are to find fewer crowds.
Where to stay: Borgo Egnazia, a member of the Leading Hotels of the World, is one of the pioneering resorts in Puglia. It's modeled on a traditional village, with a piazza in the center that comes alive for festivals, and there are little villas and restaurants surrounding it. Rates start at $379 per night.
Ischia
Fans of Elena Ferrante's Neapolitan Novels know Ischia from the books and TV show as the island where Elena vacations in the summer.
Though Ischia is by no means a secret, it remains less crowded (and, dare we say, more authentic) than its sister island Capri. Both are in the Bay of Naples, about an hour from the port, but Ischia is larger, so there's more room for visitors to spread out. It's known for its thermal hot springs, which have drawn travelers to its shores since the days of the ancient Greek Empire. It also has beautiful beaches, botanical gardens, vineyards and charming towns.
Where to stay: Albergo della Regina Isabella, a member of the Leading Hotels of the World, was built in the 1950s by publisher and filmmaker Angelo Rizzoli, who invited his famous friends there. It still has a charmingly analog vibe, with hand-painted tile floors and vintage furniture. Rates start at $353 per night.
Riviera di Levante
If you want to explore the Ligurian coast without the crowds, skip the overrun Cinque Terre and go to the lesser-known towns on the Riviera di Levante instead.
The most famous is Portofino, a small fishing village that has drawn movie stars and royalty since the 1950s, but there are a number of less touristy towns nearby.
Camogli, for example, has a beautiful crescent of black pebble beach surrounded by shops and restaurants. Recco is known for focaccia di Recco, a deliciously cheesy flatbread. Santa Margherita Ligure and Rapallo each have a charming downtown, with restaurants, bars and shops overlooking the sea. Paraggi has one of the few proper beaches on this stretch of coast.
Where to Stay: Grand Hotel Bristol in Rapallo is a member of Small Luxury Hotels of the World, filled with contemporary art and a gourmet rooftop restaurant. Be sure to try the chef's creative take on the traditional pesto Genovese. Rates start at $183 per night.
Umbria
If you're ready to trade the Mediterranean for the countryside, Umbria is known as Italy's green heart. Completely landlocked, this region in central Italy looks a lot like Tuscany but has its own unique history and culture. Picture rolling hills, olive groves, vineyards and incredibly well-preserved Medieval villages, and you've got the gist of it.
Some of the best towns to visit include Orvieto, a medieval hill town surrounded by green valleys; Perugia, the region's capital, which is known for black truffles and chocolate; and Assisi, home to the Basilica of St. Francis of Assisi.
Where to stay: Vocabolo Moscatelli, a member of Design Hotels, occupies a restored monastery surrounded by gardens in the countryside. The interiors juxtapose exposed stone walls with sleek modern furniture. Rates start at $347 per night.
Parma
For a city break far from the crowds, Parma is just the place. In Emilia Romagna — Italy's food valley — it's bursting with charm and must-try culinary delights. After all, this is where Parmigiano-Reggiano and prosciutto di Parma come from — and the local restaurants make excellent use of these and other regional ingredients. (The gelato made with the same milk used for Parmigiano-Reggiano is out of this world.)
Before Italian unification, the city was ruled by the wealthy Duchy of Parma and Piacenza, so there's amazing Renaissance art to be found in churches and the Pilotta Museum complex, where you might even find yourself alone face-to-face with the work of Leonardo Da Vinci.
Where to stay: NH Parma is conveniently located next to the train station, about a 15-minute walk from the historic center. It's not fancy, but the location makes it easy to explore the city and hop on a train if you want to visit nearby Modena or Bologna. Rates start at $79 per night.
The Dolomites
Tucked in Italy's northeastern corner, near the Austrian border, the Dolomites are a mighty mountain range you have to see to believe. Popular for skiing in the winter and hiking in the summer, the area has a completely different culture than what you'd expect to find in Italy.
In some towns, you'll hear more German than Italian, and you can bet you'll find some excellent fondue and apple strudel. Even if you don't ski, you can enjoy other outdoor activities, like sledding or snowshoeing in the winter and paddling on the famed Lake Braies in the summer.
Where to stay: Forestis has a modern, minimalist design rooted in the mountains, with pine-clad rooms with floor-to-ceiling windows framing the surrounding forest. A member of Small Luxury Hotels of the World, it's known for its soothing spa, perfect for relaxing after spending time outdoors. Rates start at $543 per night.
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