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10 new ways to sell Italy to luxury travellers this year

Luxury
3 August 2025

Luxury travellers are looking beyond the usual options of Venice, and Rome and Amalfi Coast to explore a host of lesser-known destinations and Aoife O’Riordain knows how to help them, with these top tips.

Italy

Luxury travellers are looking to explore lesser-known places in Italy

It might be getting lost in the quiet alleyways of one of its tranquil hilltop towns, hiking the wildflower meadows of mountain pastures or dipping a toe in the azure waters of the Mediterranean, but few destinations captivate travellers in quite the same way as Italy.

But while many of its well-known cities like Venice, Florence and Rome or regions like the Amalfi Coast will always attract the crowds, visitors are looking elsewhere and considering different times of the year for trips.