Whether out of curiosity or the desire to plan their next vacation, Italy and its small villages remain among the most sought-after destinations for internet users.
The new report “Borghi italiani online 2025The report, compiled by the Telepass Observatory in partnership with Moveo, Seed Digital, and Change Media, shows which cities received the highest number of online searches from both Italian and foreign tourists.
The study analyzed data collected between January 2021 and December 2024 to identify the most popular and emerging destinations, and thus understand how tourism in small Italian villages has been evolving.
Otranto
The report, which points to a 52% increase in online searches compared to 2023, indicates Otranto, in Puglia, as the most searched village, with an average of 176 monthly searches. The city maintains the leading position it achieved in the previous year.
Maratea
In second place is MarateaWith an average of 148.600 searches per month, Basilicata is located in the region and is known for its beaches overlooking the Gulf of Policastro and the Statue of the Redeemer—one of the largest in Italy.
locorotondo
In third place is Locorotondo, also in Puglia, with an average of 133.100 monthly searches. A historical and cultural center of the Itria Valley, the village is famous for... trulli and through the white alleyways, frequently captured in photos on social media.
The most searched region on the internet.
Although the central regions of Italy concentrate the largest total volume of searches, the monthly average favors the south and the islands. Puglia, again, is the most searched region, driven by villages such as Alberobello and Polignano a Mare, which attract visitors from all over the world.
Sellano
Among the villages that saw the greatest increase in search volume in 2024, Sellano stands out. This small town in Umbrian Umbrian territory gained prominence after the inauguration of its Tibetan bridge, considered the longest in Europe, attracting the attention of curious onlookers and tourists.
San Piero and Scarperia
In second place is Scarperia and San Piero, a village near Florence and listed among the "most beautiful villages in Italy". Besides the landscapes, it is noteworthy for its local craftsmanship specializing in knife making, and its proximity to the Mugello motor racing circuit.
Percile
In third place is Percile, a village located in the Aniene Valley, in the province of Rome. It offers views of the Lucretili Mountains Natural Park, an area rich in waterways, lakes, and preserved forests.
Vernazza and Malcesine
Although most searches come from Italian tourists, foreigners also show strong interest in the country's villages. Among them, Vernazza, in the Cinque Terre, is the most sought-after destination by Americans and French.
Germans and British, on the other hand, prefer Malcesine, located on the shores of Lake Garda.
Favorite Sardinia
Sardinia is emerging as a favorite destination among Spaniards, particularly the village of Castelsardo, located on the island's north coast. Swiss tourists, on the other hand, show greater interest in southern Italy: for them, Otranto is the most sought-after destination, confirming its reputation as a typical summer getaway.
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