Quick summary: A massive 5,000% surge in recent search data underscores a powerful global trend towards Italian Riviera travel as consumers prioritize cultural immersion and nostalgic seaside scenery. Curated regional itineraries that balance hyper-iconic destinations like Cinque Terre with lesser known gems such as Camogli and Portovenere allow travellers to escape overwhelming crowds and engage in a slower pace of life. For public policy and hospitality practice, managing this intense seasonal demand through strategic regional dispersion is vital towards safeguarding local infrastructure, protecting fragile coastal environments, and enhancing the long-term psychological well-being of visitors.
Interest in the Italian Riviera has surged in recent weeks, with searches for “Italian Riviera towns” rising by more than 5,000% in the past month, while searches for “things to do in Cinque Terre” have increased by 100% in the last week alone.
Stretching from the French border to Tuscany, and home to more Blue Flag beaches than any other Italian region, the Italian Riviera offers colourful seaside towns, striking promenades, fresh Ligurian cuisine, and Mediterranean scenery that feels untouched by time.
With this in mind, Heather Green, Head of Product at Citalia, has curated the ultimate Riviera itinerary, combining iconic destinations with lesser-known gems worth discovering.
Sanremo: Classic Belle Époque Riviera luxury
Known for its palm-lined promenades, centuries-old casino, and Belle Époque architecture, Sanremo brings a sense of old-world Riviera glamour. Visitors can spend days strolling along Corso Imperatrice and the seafront promenade or enjoying an aperitivo and seafood along the marina.
Heather Green recommends: “Sanremo feels effortlessly sophisticated. One of my favourite things to do is venture into La Pigna in the early evening, where you’ll discover panoramic viewpoints and tucked-away local restaurants that many visitors miss entirely.”
Genoa: A city of palaces, pesto and piazzas
For travellers wanting to combine coastline with culture, Genoa offers grand palaces, bustling piazzas, and one of Italy’s most historic ports. Visitors can explore the UNESCO-listed Via Garibaldi, discover authentic trattorias in the old town, and enjoy fresh pesto in the city where it originated. From here, travellers can also easily continue east along the Riviera by rail.
Heather explains: “Genoa often surprises people. Step away from Genoa’s main piazzas to explore the city’s narrow caruggi alleyways, where visitors will discover hidden bakeries, traditional wine bars, and authentic trattorias full of character.”
Rapallo and Portofino: Hollywood glamour on the Riviera
Rapallo makes the perfect base for exploring one of the Italian Riviera’s most iconic stretches of coastline, with easy access to nearby Portofino, famous for its luxury yachts, designer boutiques, and postcard-worthy waterfront. Portofino’s glamorous marina and surrounding coastline also featured in The Wolf of Wall Street, helping cement its reputation as one of Italy’s most cinematic seaside destinations.
Heather says: “Portofino is one of those places that truly lives up to expectations. Arriving by boat and watching the colourful harbour emerge from the water feels incredibly cinematic.”
Santa Margherita: The Riviera’s romantic seaside town
Santa Margherita Ligure is one of the Riviera’s most romantic bases. The coastline surrounding the town and nearby Paraggi Beach is particularly celebrated for its Blue Flag waters, while scenic coastal paths connect Santa Margherita to nearby Portofino.
For an insider experience, Heather recommends taking an evening train to nearby Camogli for dinner: “Camogli is one of Liguria’s hidden gems. It’s a traditional fishing village where legend says the fishermen’s wives would wait by the shore each evening, and as darkness fell, the town would light up to guide the fishermen safely home. It feels incredibly romantic at night.”
Portovenere: The hidden alternative to Cinque Terre
Often described as a quieter alternative to Cinque Terre, Portovenere combines terracotta harbours with dramatic cliffs and sweeping sea views across the Gulf of Poets. Visitors can explore the Church of St. Peter, take boat trips along the UNESCO-listed coastline, or enjoy a sunset Aperol spritz overlooking the harbour.
For one of the Riviera’s best hidden viewpoints, Heather suggests heading towards Doria Castle in the late afternoon, as the coastline begins to glow in the evening light.
Cinque Terre: Italy’s most iconic coastal villages
Made up of five villages, Monterosso, Vernazza, Corniglia, Manarola, and Riomaggiore, Cinque Terre remains one of Europe’s most photographed coastal destinations. The region’s pastel-toned coastline also famously inspired Luca, capturing the Riviera’s nostalgic seaside charm.
Heather explains: “Cinque Terre is iconic for a reason. Every village has its own personality, but what makes the experience so special is slowing down. Spend an evening in one village after the crowds leave, when Cinque Terre feels at its most authentic and captures the relaxed pace of Riviera life.”