I spend about 50% of each year in Italy, and some of the most common questions I’m asked by friends, family and readers are about the Amalfi Coast.
“Is it worth going?”
“Where on the Amalfi Coast should I stay?”
“Am I crazy to go to the Amalfi Coast in the summer?”
My controversial take: While I understand the desire of first-time Italy travelers to visit hot spots such as Positano, there are plenty of beach towns in the country beyond the Amalfi Coast that offer a fraction of the crowds — and the costs. If you want to impress your clients with more local beach towns, send them to one of these lesser-visited seaside haunts.
Trapani
Western Sicily is home to some of the clearest waters in Europe, and Trapani is one of the best gateways to experience them. Just a short jaunt from Palermo, Trapani is a small, walkable town with one main beach, Spiaggia di San Giuliano. Recommend clients head to Panificio Oddo Michele for timballo, a fried ball of saucy pasta, and cassatelle Trapanesi, a fried dessert ravioli stuffed with ricotta and chocolate chips. They can then take these treats and enjoy them right on the beach. Trapani is also a great base for clients who want to check out the Aegadian Islands, which are just a short ferry ride away from the main coastline. Favignana is by far the most popular isle (and the closest), but Levanzo and Marittemo offer quieter, local feels.
/Travelers-can-experience-some-of-the-clearest-wate.jpg?tr=w-768%2Ch-432%2Cfo-auto "Travelers can experience some of the clearest waters in Trapani.")
Travelers can experience some of the clearest waters in Trapani.
Credit: 2026 Kaitlyn RosatiMaratea
Outside Matera, Basilicata is almost completely overlooked by tourists, but if clients are looking for a good beach town, they’d be remiss to skip the bicoastal region. Maratea is just three hours south of famed Positano, with almost none of the crowds. Sometimes referred to as “the city with 44 churches” due to its high concentration of chapels and cathedrals, Maratea is conveniently located on the Tyrrhenian Sea, providing pure seaside bliss. There’s even a mini Christ the Redeemer statue here — the third-tallest statue of Jesus in Europe — created by Florentine sculptor Bruno Innocenti. There are a few luxe hotels in town, but if clients want the best of the best, send them to Santavenere, a 26-room five-star hotel that’s part of The Leading Hotels of the World.
Ostuni
No Italian beach list is complete without a mention of one of Puglia’s famed coastal cities. And while Ostuni is technically a hilltop town, it’s located just minutes from some of the region’s best beaches on Marina di Ostuni. If clients are interested in a proper Italian beach club experience, make them a reservation at Lido Onde Blu, where they can lounge under an umbrella with a spritz in hand.
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Vista Ostuni opened in July 2025.
Credit: 2026 Vista OstuniOstuni is known as the “White City,” and as clients pull up to the dramatic town, they’ll quickly understand why it has garnered such a name. While many towns in Puglia have white buildings, Ostuni is full of them, making golden hours all the more scenic. For a night amongst the sea of white, book clients at Vista Ostuni, a five-star hotel set in a restored 14th-century palazzo that was once a convent and later a tobacco factory. The luxury property just opened in July 2025.
Cefalu
Not underrated by any means, Cefalu is a great option in Sicily for a few reasons. If clients are wary about renting a car, a direct train from Palermo leaves several times per day (often, twice an hour). Plus, although travelers could easily spend a few nights here, the 40-minute ride from Palermo makes Cefalu a great day trip to escape the hustle and bustle of the capital. Client can laze on the beach all day and take in the gorgeous coastline, or if they want to get their adrenaline pumping, they can climb Rocca di Cefalu, the town’s highest point. There, they’ll get the sweet reward of some of Sicily’s most stunning views. Make sure clients also check out Duomo di Cefalu; just a short walk away is delicious brioche con granita from Gelateria Stancampiano.
Capo Vaticano
The most famed Calabrian beach town is Tropea, but just 20 minutes south is Capo Vaticano. Located along the “Coast of the Gods” on the Tyrrhenian Sea, Spiaggia di Grotticelle is where you’ll want to send clients for a white-sand beach that can only be described as pure bliss. Visitors would be remiss to only take in views of the water, though — a boat excursion here is simply mandatory. Clients can swim and snorkel along Calabria’s coastline, or get beneath the surface with a scuba diving session. All boat excursions can be booked with Mondo Blu Diving. Capo Vaticano is also a nice hub to get out to the Aeolian Islands, which are technically part of Sicily but easily accessible from Calabria.
