Liguria, Italy: Travel experts highlight the region’s most luxurious coastal towns as rising global interest fuels demand for elegant Mediterranean holidays in 2026
LIGURIA, Italy: Interest in the Italian Riviera has surged dramatically as travelers seek stylish coastal escapes amid Europe’s intense summer heat, with tourism experts identifying Liguria’s most luxurious seaside towns for visitors planning Mediterranean holidays in 2026.
According to tour operator Citalia, online searches for “Italian Riviera towns” have increased by more than 5,000 percent over the past month. At the same time, searches for “things to do in Cinque Terre” have doubled in recent weeks, reflecting growing international demand for Italy’s celebrated coastline.
Stretching from the French border to northern Tuscany, Liguria has long been regarded as one of Italy’s most attractive coastal regions. The area combines picturesque fishing villages, glamorous resorts, historic architecture, UNESCO World Heritage sites and some of the country’s finest beaches, making it a favourite destination for luxury and leisure travelers alike.
Travel specialists say the region’s enduring appeal lies in its ability to offer both sophistication and authenticity. Visitors can explore centuries-old towns, dine on freshly prepared seafood, admire spectacular coastal scenery and experience traditional Italian culture without sacrificing modern luxury.
Among Liguria’s standout destinations is Sanremo, a city renowned for its elegant atmosphere and rich architectural heritage. Famous for its palm-lined promenades, Belle Époque buildings and historic casino, Sanremo has long attracted affluent visitors looking for refined seaside experiences.
The city’s waterfront offers a relaxed setting for seafood dining and evening strolls, while the medieval district of La Pigna provides a contrasting glimpse into Liguria’s historic past. Narrow stone streets, panoramic viewpoints and family-run restaurants continue to attract visitors seeking a more authentic side of the resort.
Heather Green, Head of Product at Citalia, described Sanremo as a destination that combines sophistication with hidden local charm. She recommends exploring La Pigna during the early evening, when visitors can enjoy sweeping coastal views and discover restaurants often overlooked by larger tourist crowds.
Further east, Genoa offers an entirely different Riviera experience. As Liguria’s regional capital and one of Italy’s most important historic ports, the city blends maritime heritage with Renaissance grandeur and vibrant urban life.
Visitors are drawn to Genoa’s UNESCO-listed Via Garibaldi, lined with magnificent palaces that showcase the city’s wealth during the Renaissance era. Historic piazzas, museums and bustling markets complement the city’s cultural attractions, while Genoa remains celebrated as the birthplace of Italy’s iconic pesto sauce.
Beyond its famous landmarks, travel experts encourage tourists to explore Genoa’s historic “caruggi”—a network of narrow alleyways filled with traditional bakeries, wine bars and intimate trattorias that reveal the city’s authentic character.
The glamorous pairing of Rapallo and nearby Portofino continues to rank among the Riviera’s most desirable destinations. Rapallo serves as a convenient base for visitors wishing to explore the exclusive harbour town of Portofino while enjoying a more relaxed atmosphere.
Portofino has become internationally recognised for its luxury yachts, designer boutiques and colourful waterfront buildings overlooking the Mediterranean Sea. Its reputation as one of Europe’s most prestigious seaside resorts has been further enhanced through appearances in major films, including The Wolf of Wall Street.
Travel experts suggest arriving in Portofino by boat, allowing visitors to fully appreciate the dramatic coastal scenery before entering the picturesque harbour lined with pastel-coloured buildings and luxury vessels.
Nearby Santa Margherita Ligure offers another elegant Riviera experience. Known for its refined waterfront villas, Blue Flag beaches and scenic walking trails connecting to Portofino, the town remains especially popular with couples and visitors seeking a quieter luxury retreat.
Just a short train ride away lies Camogli, a traditional fishing village that offers a more relaxed atmosphere after sunset. Its colourful waterfront, maritime heritage and family-owned seafood restaurants provide an alternative to the busier tourist centres while preserving much of its historic charm.
Further along the Ligurian coast, Portovenere has emerged as one of the region’s most rewarding destinations for travelers looking beyond the better-known Cinque Terre villages.
Situated on the Gulf of Poets, Portovenere is characterised by dramatic cliffs, pastel-coloured harbour houses and breathtaking coastal views. Visitors can explore the historic Church of St. Peter, tour the imposing Doria Castle or take boat excursions along the UNESCO-protected coastline.
Tourism specialists recommend climbing towards Doria Castle during the late afternoon, when the warm Mediterranean sunlight creates spectacular views across the sea and surrounding cliffs.
Despite the growing popularity of neighbouring destinations, Portovenere continues to retain a quieter atmosphere that appeals to travelers seeking a balance between cultural heritage and natural beauty.
No discussion of the Italian Riviera would be complete without Cinque Terre, the collection of five picturesque villages comprising Monterosso, Vernazza, Corniglia, Manarola and Riomaggiore.
Recognised worldwide for their colourful cliffside houses and dramatic coastal landscapes, the villages remain among Europe’s most photographed destinations. Their enduring appeal received additional international attention after inspiring the setting for Pixar’s animated film Luca, introducing the region’s nostalgic seaside charm to audiences around the globe.
Although Cinque Terre attracts significant numbers of visitors throughout the day, travel experts advise extending visits into the evening after many day-trippers depart. The quieter atmosphere allows visitors to experience the villages at a slower pace while enjoying sunset views, local restaurants and peaceful waterfront walks.
The increasing interest in Liguria reflects a broader trend toward experiential luxury travel, where visitors seek authentic cultural experiences alongside premium accommodation and stunning natural surroundings.
With Europe’s summer temperatures continuing to rise, coastal destinations offering fresh sea breezes, scenic landscapes and outdoor activities are becoming increasingly attractive to international travelers.
Industry experts believe Liguria’s unique combination of heritage, gastronomy, luxury hospitality and Mediterranean beauty will ensure the Italian Riviera remains among Europe’s most sought-after travel destinations throughout 2026 and beyond.
This article was created using automation technology and was thoroughly edited and fact-checked by one of our editorial staff members