Italy is set to dominate high-end travel in 2026, according to new booking data from Citalia.

The operator’s Luxury Travel Report 2026 has revealed a rising demand from UK clients for longer, multi-centre trips to the country, with notable growth across coastal, city and secondary destinations.

Agents are now designing Italy itineraries that blend both relaxation and adventure, with many pairing vastly different areas (such as Rome and Sorrento) for a more well-rounded experience. Searches for the “Amalfi Coast” and “luxury city breaks” have also seen a drastic increase, with both terms rising more than 5,000% in the past month alone.

Heather Green, head of product at Citalia, notes that these trends reflect a ‘renewed appetite for indulgent travel’ – and nowhere is this more evident than in the five following destinations.

Sicily

Sicily is Citalia’s top-selling coastal destination for 2026, with bookings to its seaside town of Cefalu having increased by 58.3% year-on-year. Meanwhile, bookings to Taormina – which was used as the primary location for The White Lotus Season 2 – have grown by 41.6%.

The operator attributes Sicily’s rising popularity to its mix of rich culture, culinary offerings and pristine beaches, allowing clients to combine key heritage sites with leisure-focused stays.

Areas around Mount Etna and Taormina’s coastline, which is home to ultra-luxury properties like Grand Hotel Timeo, Belmond and San Domenico Palace, Taormina, A Four Seasons Hotel, remain particularly in demand.

Amalfi Coast and Sorrento

Sorrento is seeing a 78.5% year-on-year increase in demand, while bookings across the wider Amalfi Coast are up 54.8%. This trend is a major earning opportunity for agents, with the average spend per person in the iconic Mediterranean region now around £2,500.

Multi-centre trips are also gaining traction, with an 82.7% rise in bookings combining destinations such as Sorrento, Positano, Amalfi and Capri. Citalia reports that boat-based itineraries remain popular, allowing clients to base themselves away from the busiest coastal resorts while travelling daily along the coastline.

Italian Lakes 

Italian lake holidays continue to be popular with high-net-worth travellers, many of whom value the privacy and tranquility of the coastal alternative. Lake Garda bookings are up 42.5% year-on-year for Citalia, while Lake Maggiore and Lake Como have risen by 18.9% and 17.1%, respectively.

More than 10% of Citalia’s clients are also now opting for suite or upgraded accommodation, with many staying in one place for longer than seven nights. Demand is highest from couples and mature travellers, who are seeking five-star hospitality without being stuck on a busy resort.

Matera

Matera is enjoying a surge in interest as a luxury destination for 2026, fuelled by growing demand for character accommodation and design-led hotels.

The Aquatio Cave Luxury Hotel & Spa is up 107.2% year-on-year, placing it among the company’s fastest-growing properties, while search volume for “Sassi di Matera” has increased by more than 5,000% month-on-month. On average, clients stay in the Basilicatan city for around five nights, with bookings driven by heritage tourism, gastronomy and boutique hotel experiences.

Rome

Rome remains Citalia’s strongest city destination, with bookings to the Italian capital up 46.3% year-on-year. Across Italy as a whole, city travel is up 39.5%, signifying a shift back to short-break travel following several years of coastal-led demand. Most of Citalia’s luxury clients now expect city itineraries built around private tours, afterhours access to major attractions like the Sistine Chapel and dining in Michelin-star restaurants.