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.
Patrick Millar, senior manager and head of marketing for Kirker Holidays reports a 28% increase in Italian bookings year on year so far. “Within this, the main cities of Venice and Florence remain top of the wish list for most customers, but there has been dramatic growth in bookings for second tier cities such as Verona, Lecce and Milan – the former has seen an increase of 153%,” he says.
So, what should you recommend to clients looking to see the best this country has to offer?
1. Viva Venice
With the Architecture Biennale in full swing until 23 November, hotel rooms are always sought after in La Serenissima.
The legendary Hotel Cipriani, A Belmond Hotel, has just lifted the curtain on a renovation at the hands of designer, Peter Marino just in time for the A-list to book in for the Venice Film Festival at the end of August.
July also saw the opening of the Starhotels Collezione Hotel Gabrielli in a 14th century palazzo, occupying a plum spot on the lagoon-side Riva degli Schiavoni and with a large private garden, something of a rarity in Venice. The end of the year will also herald the Venetian debut of the Orient Express Palazzo Dona Giovanelli Venice, set in the former home of the Duke of Urbino on the Grand Canal.
2. Olympic spirit
In advance of the Milan Cortina Winter Olympics in February 2026, the chi-chi ski resort of Cortina d’Ampezzo in the Unesco World Heritage-listed Dolomites, has already seen its hotel scene hotting up.
This has included the recent opening of Eight Cortina with several more on the way. In June, the Hotel Ancora, a landmark hotel on the town’s main thoroughfare the Corso Italia, will reopen with a top-to-toe glow-up thanks to Egnazia – Ospitalita Italiana, the owners of Puglia’s smart Borgo Egnazia and Cortina’s Hotel de Len.
Next year will also see the arrival of Mandarin Oriental’s first ever Alpine resort in the former Cristallo Hotel on the outskirts of town.
3. Roman holiday
It has been an eventful year for Rome with visitor numbers already exceeding expectations. Roman Catholics flocked to the Italian capital for the special Jubilee of 2025 Holy Year, the funeral of Pope Francis and the inauguration of Pope Leo.
Hotel openings also see no sign of slowing. Orient Express opened its first property in the Eternal City in April, the Orient Express Hotel Minerva in a 17th century palazzo, steps from one of Rome’s most beloved landmarks, the Pantheon.
Other new arrivals include art’otel Roma, The Goethe Hotel, the Nobu Hotel Roma and the Romeo Rome, which manages to combine both frescoes and futuristic flourishes as one of the last projects designed by architect, Zaha Hadid.
4. Tuscan treats
In March, one of the city’s most eagerly awaited luxury openings, Collegio alla Querce, Auberge Resorts Collection threw open its newly renovated doors in a 16th century former boarding school on the edge of the city with a resort-style vibe.
Set on a lofty spot with views out over the city and the dome of Santa Maria de Fiore, there are 83 rooms and suites and a stunning pool, which is the city’s largest. Later this year, The Hoxton will also return to Italy with the unveiling of Hoxton Florence. With 161 bedrooms housed across two very different buildings; a 16th century palazzo and another from the 1980s, it will also feature a three-bedroom house.
5. Adrenaline rush
Cars are the stars of two films bound for screens this year and Italy reigns supreme for petrol heads. F1 The Movie starring Brad Pitt, Javier Bardem and Kerrie Condon tells the story of Sonny Hayes, a promising driver whose career was cut short due to a motor accident.
Some of the scenes were shot at the hallowed Autodromo Nazionale Monza track outside Milan, which will host the 2025 Italian Grand Prix on 7 September.
Later this year also sees the release of Maserati: The Brothers, the origin story of one of Italy’s most celebrated car makers. Starring Anthony Hopkins, Andy Garcia and Jessica Alba, set-jetters can do a road trip of its filming locations around Italy including Bologna, Modena and Rome’s Cinecitta Studios.
6. Ride the rails
To say the launch of La Dolce Vita Orient Express was hotly anticipated is something of an understatement.
It set off in grand style for its inaugural journey on 4 April from Rome’s Ostiense Station and throughout the year the train criss-crosses 14 different Italian regions on eight different itineraries.
With a nod to Italy’s golden age of travel, carriages have been conceived by Milan’s Dimorestudio with 43 cabins, 18 suites and the La Dolce Vita Signature Suite and each of the trips celebrate different elements and destinations the length and breadth Italy’s rich and varied landscape.
The one-night Tastes of Tuscan Vineyards takes passengers on a round trip from Rome to the vineyards of the lauded wine producing town of Montalcino.
7. Beach babe
Italy’s 4,700 miles of coastline means it has much to offer as a beach destination, with everything from bustling resorts to quiet, hidden coves.
One of its quintessential seaside towns is Tuscany’s Forte di Marmi, which has been a favourite of the well-heeled for decades.
Its latest place to stay is the Pensione America that opened in April and is a reimagined 22-room, adults-only retreat and new member of Leading Hotels of the World.
Originally built in 1899, it has been transformed by designer Piera Tempesti Benelli and channels a glamorous, mid-century look. Guests also get the use of one of Forte di Marmi’s private beach clubs.
Further up the coast, Splendido, A Belmond Hotel in ritzy Portofino recently unveiled a renovation of its main building and bedrooms by Martin Brudnizki Design Studio, all marble and Murano chandeliers, while July also saw the launch of its ultra-exclusive Villa Beatrice. This meticulously restored palazzo sleeps 10 and perches on a promontory overlooking the Gulf of Tigullio, with all the benefits of Splendido’s services and privacy guaranteed.
8. Sail away
High-end, boutique cruising is one of the emerging trends in luxury travel, with many prestige brands such as Aman planning to take to the seas.
Italy offers rich pickings when it comes to dropping anchor too. Four Seasons Yachts has started taking reservations for the Four Seasons I inaugural sailings for 2026, while Orient Express Sailing Yachts has just opened bookings for the Orient Express Corinthian’s first itineraries in 2026, which include a seven-night itinerary along the Italian Riviera and another exploring the Amalfi Coast and Sicily.
On 29 August, boutique cruise company Ponant has an eight-night Circumnavigation of Sicily with Smithsonian Journeys that includes visits to the Greek temples of Agrigento and Segesta, Palermo and the Aeolian island of Lipari.
9. Southern comforts
Southern Italy has been gaining attention with visitors eager to explore other parts of the country with Puglia, in Italy’s “heel”, already a firm favourite.
According to villa rental specialist Le Collectionist, Puglia is second only to Sardinia in popularity within Italy, with the whitewashed town of Ostuni the most requested. One of its properties is the Villa Trullo Cristallo, a traditional house sleeping four set among the olive tree-dotted countryside and a short drive from the beach.
With its cave-like dwellings carved out of the rock, the Unesco World Heritage-listed town of Matera in neighbouring Basilicata is also garnering increased interest. Relais & Chateaux’s newest member Vetera Matera is its latest luxury opening, with 23 rooms and suites – some of which are carved into the rock.
10. Mountain high
The big news in the Alta Badia ski area is the arrival of the much talked about Aman Rosa Alpina in San Cassiano.
Opened 24 July, the hotel will be retaining its enduring aura of familial hospitality thanks to a unique partnership with Aman and its owners the Pizzininni Family, who will still be very much at the helm.
This historic mountain resort has been remodelled by designer Jean-Michel Gathy and will also feature an Aman Spa and two of the Pizzinini family’s mountain chalets exclusively for guests’ use. Further west, Casa Cook Madonna will herald the brand’s first mountain property and debut in Italy.
The adults-only alpine retreat has 50 rooms and an array of activities for adventure lovers throughout summer and winter.
