The demand for small Italian villages continues to grow among tourists from various countries, including Brazil.
The report Borghi italiani online 2025The report, compiled by the Telepass Observatory in partnership with Moveo, Seed Digital, and Change Media, shows which cities recorded the highest number of internet searches.
The study analyzed data collected between January 2021 and December 2024 to identify established and emerging destinations and understand the evolution of tourism in these locations.
Otranto leads the ranking.
The report indicates a 52 percent increase in searches compared to 2023. Otranto, in Puglia, appears as the most searched village, with an average of 176 searches per month.
The city maintains the leading position it gained the previous year and stands out for its beaches, historic center, and strong presence on social media.
Maratea and Locorotondo complete the top
The second position is held by Maratea, in Basilicata. The village registers an average of 148.600 monthly searches and is known for its beaches facing the Gulf of Policastro and the Statue of the Redeemer.
In third place is Locorotondo, also in Puglia, with an average of 133.100 searches. Its white alleyways and the trulli of the Itria Valley attract tourists and influencers.
Most sought after regions
Although central Italy accounts for the largest total volume of searches, the monthly average favors the south and the islands.
Puglia emerges as the most searched region, driven by destinations such as Alberobello and Polignano a Mare. The warm climate and local cuisine reinforce its popularity.
Villages on the rise
Sellano, in Umbria, stands out among the fastest-growing destinations in 2024. The opening of the Tibetan bridge, considered the longest in Europe, attracted the attention of tourists interested in outdoor experiences.
Scarperia and San Piero occupy second place. The village near Florence is on the list of Borghi più belli d'Italia (most beautiful villages in Italy) and stands out for its knife craftsmanship and proximity to the Mugello circuit.
Percile comes in third. Located in the Aniene Valley, it offers natural landscapes with lakes, rivers, and preserved forests.
Preference of foreign tourists
The report shows that foreign tourists also influence the ranking. Vernazza, in the Cinque Terre, is the most sought-after village by Americans and French. Malcesine, on the shores of Lake Garda, attracts Germans and British.
Sardinia appears as a preferred destination for Spaniards, especially Castelsardo. Swiss tourists, on the other hand, show greater interest in southern Italy, choosing Otranto as their most sought-after destination.
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